Predictions 2016: How Marketing and Sales will be More Data-driven in 2016
How will marketing and sales professionals become more data-driven in 2016?
This year we collected nearly 20 predictions from a group of industry thought leaders and practitioners to pull together a variety of ideas for what’s to come for the New Year.
Here’s a look at the predictions from Lattice:
2016 is the year that the most sophisticated marketers will go from lead-based marketing to account-based marketing (ABM). Many marketers have attempted to implement ABM strategies in the past, but the right kinds of data and data-crunching algorithms necessary to scale it were missing. Now that this infrastructure is readily available (predictive analytics, big data collection), ABM will explode in 2016. – Nipul Chokshi, head of product marketing
Data-driven marketing organizations are proficient at finding and nurturing net new customers through the sales funnel. However, 2016 will be the year that companies recognize the funnel doesn’t stop there anymore. Tomorrow’s marketing teams will continue nurturing and engaging with customers, to create happy advocates who are interested in increasing their usage. This will cause the traditional sales funnel to become a thing of the past and the bow tie funnel will come into prominence, as marketing becomes a key driver of customer success and advocacy. – Shashi Upadhyay, CEO
2016 will be the year that companies operationalize data collection and move beyond insights that sit in a data silo without being used. In 2016 companies will find ways to ensure insights are easily consumable by all teams, and information is put into action. This will include different use cases like ad targeting, nurturing and better ROI for inbound, making sales more effective. It will no longer be enough to have a data point or predictive score, end users want to be given specific actions to take with that information. – Caitlin Ridge, director of communications
Let me extend a big thank you to those who contributed to this ebook, including Jon Miller, David Raab, Mark Levinson, Matt Heinz, Sangram Vajre, Megan Tonzi, Michael Brenner, Megan Heuer, Jon Russo, Brendan Cournoyer, Anneke Seley, Denis Pombriant, Mark Roberge, Justin Gray and Justin Rondeau.