The Predictive Marketing Analytics for B2B Marketers Forrester Wave
When my colleague Laura Ramos and I set out to “Wave” the B2B predictive marketing analytics space, we knew that while there are impressive results across the board here, marketers struggle to identify differentiation among its vendors. We’re thrilled to have published Forrester’s first Wave that provides clarification to B2B marketers who seek to connect their business requirements to a predictive marketing analytics solution.
The Wave process begins by screening dozens of interested vendors and each participating vendor – household name or not – brings exceptional capabilities to the market.
We included 11 vendors in the assessment: 6sense, BrightTarget, EverString, Infer, Lattice, Leadspace, Mintigo, MRP, Radius, The Big Willow, and Versium.
Forrester Waves have a track record of delivering objective guidance to technology buyers of all stripes, supported with an interactive tool that marketers can use to zoom in on the capabilities that are important to them. We chose to focus on how well these offerings give marketers the ability to deploy predictive marketing analytics across the customer life cycle, to integrate with other popular martech solutions, and leverage a variety of data sources. Laura and I prioritized the following core principles as we built and assigned weights to each of the 28 criteria:
- The extent to which solutions can reliably predict an outcome in a specific time frame.
- The ease with which marketing and sales can execute campaigns using model output.
- The degree to which model output supports engagement across the customer life cycle.
With that context, we dove into the current offerings and strategic vision for each vendor.