First off, I want to provide perspective on my point of view around all things Predictive Marketing.
At Integrate, I head up data and technology partnerships, which means I’m out there all the time working directly with customers and prospects to understand ways Integrate can partner with other marketing technologies to provide a better solution. And in today’s B2B marketing landscape, to say that predictive comes up often would be a drastic understatement.
And while I can’t go five minutes without hearing “predictive,” it seems as if there’s no common definition of the term. This is a big concern among customers. And a common – or at least understood – definition is very much needed to assure internal stakeholders and external partners are on the same page.