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Matt HeinzPresidentHeinz Marketing
Predictive technology is not new—tools are improving quickly and solutions are becoming increasingly powerful—but adoption among B2B marketers is still lagging. Organizations are reluctant to commit to predictive solutions, despite the promise of better performance through the pipeline. Matt Heinz, president of agency Heinz Marketing, spoke to eMarketer’s Maria Minsker about the value of predictive technology.
eMarketer: Why should B2B organizations invest in predictive marketing technology?
Matt Heinz: Predictive marketing requires modeling past behaviors of prospects or customers and predicting what their future needs are going to be. It certainly increases the precision of marketing. If organizations look at the marginal improvement from using predictive modeling and then executing on it, the lift in performance and the lift in traction with prospects often more than makes up for the investment that companies make in the technology.
eMarketer: Will 2016 be the year that predictive marketing becomes mainstream?
Heinz: The technology has reached a level of maturity that makes it worthwhile for companies to invest in, but the question is whether they’re ready. If they’re willing to invest in that technology, are they going to follow through on it? Do they have the resources to break one segment into six in order to have different streams of content in front of those different audiences? Some companies are not ready to make that investment yet.
eMarketer: Where is B2B adoption at this point?
Heinz: We are still definitely in the early days. There is an increasing number of companies that are adding predictive technology to their stack and are reaping the benefits. We are seeing greater adoption among tech companies and younger companies that don’t have an established software stack. Older companies tend to be slower to adopt predictive.
eMarketer: When companies use predictive marketing, what goals are they trying to achieve?
Heinz: They’re looking to increase the contribution that marketing makes to the sales pipeline. Tactically, it’s about having a more specific, personalized conversation with each individual prospect, but doing that at scale. The ultimate application of predictive marketing is applying a one-to-one format of conversation in a one-to-many execution. Instead of sending one email to 100,000 people, marketers send 100,000 different emails to audiences of one. The result is just better performance.
eMarketer: How do B2B brands measure predictive marketing effectiveness?
Heinz: The primary measures that most marketers look at are increased volume and velocity through the pipeline. They’re interested in more leads, better-quality leads, higher volume of conversion of leads into opportunities, greater velocity of leads moving through the pipeline and decreased marketing costs as a result of that.
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