To Derive Value from Predictive Analytics, Intent Data Is a Must

While predictive can provide directional value, B2B marketers that rely too heavily on the technique risk misleading sales teams and hindering overall results. In this Inside Big Data article, TechTarget CMO helps marketers understand why predictive alone is not enough to achive the results they need and why marketers must correctly complement CRM and marketing automation data with actionable purchase intent insights that come from external behavioral data.
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