Gartner Research

Tech Go-to-Market: Using Big Data to Focus on the Right Prospects Can Improve Sales and Marketing Effectiveness

Published: 08 August 2014

ID: G00265874

Analyst(s): Todd Berkowitz

Summary

With a new B2B technology buying cycle, traditional lead generation and scoring based on demographics and individual behavior is no longer sufficient. Provider marketers should leverage external data and predictive analytics to uncover who is most likely to buy, and focus resources on those targets.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Big Data Can Improve the Predictive Power of Leads
    • Create a Predictive Model Instead of Modifying Traditional Models
    • Prioritize Leads to Increase Close Rates and Shorten Sales Cycles
    • Use Predictive Analytics at Multiple Points in the Sales Funnel
  • Optimize Segmentation, Messaging and Content Based on Predictive Factors
  • How to Overcome Likely Resistance to Changes
  • Summary

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