Where is B2B marketing headed? 7 predictions for 2018
DECEMBER 29, 2017
Predictive analytics becomes an essential tool in B2B. Particularly in prospecting, new resources like purchase signals (“intent data”) and lookalike modeling will continue to expand marketers’ access to new audiences and provide scale to their ABM programs. Self-service analytics. In the meantime, Forrester predicts that 40% of marketers are going to take their chances and not even try to comply. End-of-the-year predictions are a dangerous business.