Thomas Koletas says, “Modern B2B marketing and sales teams rely on several techniques to maintain customer interest throughout the buying process. Rather than the classic sales funnel, the customer’s journey is now treated as an ongoing course of marketing and education, sales outreach, and (eventually) a transaction.

Marketing automation is the engine that allows marketers to collect all touchpoints that occur during the customer’s path to purchase, and Big Data is the fuel that gives marketers this information to determine intent.

Two strong methods of incorporating Big Data are lead scoring and predictive analytics. Lead scoring adds years of sales know-how to the collected data to qualify the lead and determine how much of your resources and sales team you should apply to it. Predictive analytics combines structured and unstructured data, algorithms and other data to predict behavioral intent”.

Maximizing Lead Scoring & Analytics: How To Use Big Data In B2B

Marketing Land

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