It only stands to reason that a company engaged in predictive marketing would promote a survey that found predictive marketing and analytics significantly outperform others across many business metrics, such as revenue growth and customer engagement.

But the first study — based on survey of 150 U.S.-based business-to-business (B2B) marketers conducted by Forrester Consulting on behalf of San Mateo, Calif.-based EverString — is not the first to reach the same conclusion. Last October, Lattice Engines reported that predictive marketing efforts "have quickly delivered results for the investments made, delivering more targeted and smarter marketing campaigns."

And in an interview today in Predictive Analytics World, Matt Bentley, Founder of, provider of a keyword difficulty and competitive analysis tool, noted, "By leveraging predictive analytics, our software can cull the important, high level actionable opportunities from all of the noise, so marketers can focus on actually getting things done, rather than spending all their time analyzing."

So draw your own conclusions.

Learning Opportunities

The EverString report yielded three key findings:

  1. Predictive marketers are 2.9 times more likely than those that do not use predictive to report revenue growth rates at higher than the industry average; 2.1 times more likely to occupy a commanding leadership position in the markets they serve; and 1.8 times more likely to exceed goals consistently when measuring the value their marketing organizations contribute to the business.
  2. Predictive insights help marketers effectively manage a much wider array of engagement and acceleration activities across the customer lifecycle. In addition, 78 percent of respondents believe marketing's role has expanded from just demand generation to also include deal acceleration.
  3. Predictive marketers use advanced strategies to deliver greater impact across the customer lifecycle: 89 percent of marketers surveyed have predictive marketing tools on their roadmap for 2016. About 49 percent of companies are already using predictive marketing and analytics.

You can download the report here (registration required). 

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Title image "speed lights 2" (CC BY 2.0) by dark_ghetto28