Among those who are using predictive marketing, most have not fully bought in. Of all respondents, 25% said they are currently using some predictive tools, and only 2% said their company is fully committed to predictive marketing.
Predictive marketing is not the only thing respondents are adding to their marketing stack. Lead scoring is also important: 40% said they are using tools their marketing automation provides. Furthermore, 21% said they score their leads manually, while 7% said they use predictive lead scoring. Still, a third of respondent said they do not know what lead scoring is.
Marketing technology is maturing, and with that, companies are gradually adopting it. Although only 10% of US B2B marketing professionals believe they are the “NASA of marketing tech,” more than a third feel they have a basic tech stack with CRM, marketing automation and a few tools. Only 2% don’t know what marketing tech is. Read the rest at eMarketer.