Marketers are very good at seeing what has already happened, evaluating past work is vital when planning what to do next. But does this create a backwards-looking mindset? Do marketers need to be more proactive so they are able to create not only their own marketing strategies, but also influence the strategic planning for the business as a whole?

While such proactive thinking may have been possible in the past largely through gut feeling and estimation, today, with the advent of predictive analytics and semantic search tools, it’s possible to see the future with a far higher degree of data-reinforced accuracy than ever before.

This report explores the readiness of B2B marketers and their organisations to embrace the power of predictive insights, both in terms of practical matters such as data cleanliness, budget and organisational barriers, and in terms of the mindset shift needed for marketing to be more proactive.