Study: Predictive analytics improves demand generation in B2B

The research explored what makes a demand generation process effective. Interestingly, four of the top five barriers to achieving revenue objectives are associated with the top of the funnel. As a result, marketers who focus on data accuracy and use predictive marketing typically have a more effective demand generation process," Gregorio explained. Not surprisingly, the report also found that data was key to demand gen success with 80% of marketers reporting ��ineffective” demand gen processes also reporting that data quality had a moderate to significant impact on marketing campaigns or sales efforts. The study revealed a divide in predictive analytics in that 44% of respondents reported understanding predictive analytics well, but only 11% reported actually implementing or using the data parsing process.