New technologies that can anticipate outcomes with a significant probability of accuracy can help B2B marketing professionals entice prospects, keep customers engaged, and justify their accomplishments. Yet most B2B marketers aren’t ready to put the full power of predictive analytics into play. Most will sit on the sidelines or fiddle with the technology until vendors and use cases sort themselves out. The time for waiting is over. This report describes the composition of this emerging market to help B2B marketers get the most out of a rapidly changing vendor landscape that will continue to evolve in the near term.
Source: Forrester Research