It’s tough to be a modern marketer! As innovative technologies continue to emerge, the role of marketers and buyers have drastically changed. How can marketers keep up? Predictive marketing has certainly come into the spotlight recently as the must-have marketing technology. But what is it exactly and what does it mean for your business? (And no, it does not involve a fortune-teller looking into a crystal ball). Check out our latest infographic and learn the facts about predictive marketing. Learn what has contributed to predictive marketing’s rise to the top, who is using the technology, and how are they using it. And for more information, be sure to download our brand new 2015 State of Predictive Marketing Report.

1. GETTING
DOWN TO
THE DATA:
WHAT IS DRIVING THE
PREDICTIVE
MARKETING
REVOLUTION?

2. Predictive Marketing
is using your own and
aggregated data to
determine patterns
and predict future
outcomes and trends
As innovative technologies continue to emerge, the roles of marketers and buyers have drastically changed. There is a lot of hype around
predictive marketing but not a lot of clear definition. What misconceptions surround predictive and how is it really being used?
It’s tough to be a modern marketer.
PREDICTIVE
MARKETING:THE FACTS
FIND OPTIMIZE GENERATE
The right
audience
Conversion
More
revenue

3. Who is fully
committed or are in the
process of implementing predictive marketing?
Marketers who reported they have at least a CRM,
marketing automation, and some marketing tools
98%
Predictive Scoring:
Forecasts what prospects are
most likely to close
Predictive Demand Generation:
Fills your funnel with prospects that are
the best fit for you and your business
PREDICTIVE MARKETING:
Marketers who reported they were defining
the future of their company 91%
THE FACTS

4. Traditional batch-and-batch
marketing isn’t working
What conditions are marketers facing today that have pushed predictive marketing technology into the forefront?
PREDICTIVE MARKETING:
CURRENT
MARKETING
Conditions
TODAY’S BUYERS ARE:
Device
ready
Plugged
in to all
channelsSelf
educated
has evolved to provide key
customer insights
Technology
Data
&

5. GETTING DOWN TO THE DATA:Benchmarking where predictive marketing fits into organizations today and in the future helps us understand the impact.
MARTECH NEWBIE
IS YOUR
COMPANY A or NASA?
Maturity in the marketing world is defined by
the strategic depth in which
a marketing organization
uses technology to
streamline processes

6. Have a basic tech stack with
CRM, marketing automation,
and a few tools
Have a CRM and are exploring
marketing automation
Send email only
Are the NASA of
marketing tech
Don't know what
marketing tech is
38%
25%
25%
10%
2%
State of the
CURRENT
MARKETING
Stack
How Mature Are Marketers with
Their Use of Marketing
Technology?

7. State of PREDICTIVE MARKETING
Who is using it? // Who is thinking about it? // Do people even understand what it is?
What Does Predictive Mean for Your Organization?
24%
47%
25%
“We are reading about it
and investigating”
“We are currently using some
predictive marketing”
2%
“We are currently implementing
predictive marketing”
“We are fully committed
to predictive marketing”
“We don’t use the concept
and it is new to us”
Holistically viewing marketing technology stacks together can help create a well-defined
strategy and avoid mismatched technology.

8. Marketing Maturity and Predictive Marketing in Action
Are unaware
of predictive marketing
Are currently investigating
how it could be used for
marketing
Using some
predictive tools
Implementing
predictive marketing
for scoring
Fully commited to
predictive marketing
100%
80%
60%
40%
20%
0%
What is marketing
technology?
Send emails
only
Have a CRM and
are exploring
automation
Have a basic
tech stack with CRM,
marketing automation
and a few tools
The NASA of
marketing tech
HOW DOES THE SIZE OF YOUR
Stack Relate to
PREDICTIVE
MARKETING?

9. Marketing Structure & Strategy:
Bigger Doesn’t Always = Better
WHEN IT COMES TO PREDICTIVE MARKETING
Does the size of an organization affect marketing technology maturity?

10. Company
Size
49%
Super Small
Companies
& Startups
Currently
investigating
predictive
marketing
solutions
Currently
investigating
predictive
marketing
solutions
Currently
implementing
predictive
marketing
solutions
Fully committed
to predictive
marketing
Small
Businesses
Medium
Businesses
Large
Businesses
33% 20% 36%
Is predictive marketing helping larger companies grow and become more effective?

11. Marketing
Team Size
The least advanced in general marketing
technology, but are still investigating
predictive marketing
only use
emails
investigating
predictive tools
The most experimental
group with exploring and
using marketing tools
The biggest maturity spread with high
percentages of marketers both fully
committed to predictive and unsure
about marketing tech
Small Teams
5 employees or less
Mid-sized Teams
13-20 employees
Large Teams
50+ employees
46% 48%
exploring marketing
technology
using some
predictive tools
56% 50%
fully committed
to predictive
weren’t sure what
marketing tech
was at all
25% 17%

12. Marketing Strategy:
Does Predictive
Marketing
HELP UNLOCK THE
KEY TO MATURITY?
Where are marketing teams
failing to focus their resources?
What is the best strategy for reaching
out to accounts and leads?

13. We are defining the future of the company and
leading the charge into current/new markets
We are mostly focused on brand awareness
We create pipeline and report metrics deep
into the sales cycle for end-to-end insight
We have set goals for top-of-funnel pipeline
creation, but mostly help sales, send emails,
and other basic communications
12
32
25
31
WHAT BEST DESCRIBES YOUR MARKETING ORGANIZATION’S MAIN FOCUS

14. Marketing Strategy Maturity and Predictive
Marketing in Action
Are unaware of
predictive marketing
Are currently investigating
how it could be used for
marketing
Using some
predictive tools
Implementing
predictive marketing
for scoring
Fully commited to
predictive marketing
100%
80%
60%
40%
20%
0%
Focus on brand
awareness
WHAT DOES
PREDICTIVE
mean for your
organization? Have set goals
for top-of-funnel
pipeline, but mostly
do sales enablement
Create pipeline and
report metrics deep
into the sales
engagement for
end-to-end insight
Defining the future
of the company
and leading the
charge into new
markets
Fully commited
to predictive
marketing

15. Predictive is
clearly catching on!
PREDICTIVE
IS NO LONGER JUST A
Hot Trend
Leveraging technology with a foundation in data science to
provide predictive insights can fill your funnel with the right
accounts and accelerate them through your sales funnel
Don’t let your company miss the mark as predictive becomes
a staple in every marketer’s day-to-day activities
Source: Everstring 2015 State of Predictive Marketing Survey Report
Download The 2015 State of Predictive Marketing Report Now
bit.ly/2015PM