Customer data is the most precious asset any business organization can have and benefit from. Whether you’re a Fortune 500 company or a small B2B startup, how you leverage your customer data makes all the difference to your bottom-line.
Moreover, with the emergence of big data and machine learning, the use of customer data has assumed much significance in the B2B content marketing industry over the past several years.
Thanks to the evolution of the IT industry, Predictive Analytics is now paving the way for businesses who understand and utilize their customer data better than ever.
Predictive Analytics is a Game Changer
For the uninitiated, Predictive Analytics refers to a machine learning algorithm that is used to analyze huge volume of customer data (or any data for that matter) to establish behavioral patterns in real time.
Predictive Analytics essentially predicts the data patterns of your existing customer and prospects, helping your sales and marketing team tailor their content marketing campaigns for conversion optimization.
This groundbreaking technology has helped businesses boost their sales and increase their revenue.
According to a recent Forbes Insights survey, 30% of companies using predictive analytics witnessed a revenue growth and an increased return on investment (ROI).
Let’s take a look at some of the most compelling benefits of embracing predictive analytics.
By analyzing customer data of your existing customers and predicting their behavioral patterns in a sales cycle, predictive analytics enables content marketers to tailor their messages to achieve optimum engagement for each prospect segment.
Predictive analytics allows them to tap into the strong signals and design their content strategy accordingly.
Net New Leads
Predictive analytics can also become very useful while analyzing the common traits of your high-value customers. By identifying the common traits, it allows you to build your marketing message to deliver optimum impact and boost content engagement.
This can be very effective when you’re importing leads from a third-party and want to filter out the best prospects based on their common traits as established by predictive analytics algorithm. As a result, you not only save tons of time in terms of separating highly qualified prospects from the rest but you can then create marketing messages tailored for the target groups as well.
Real-time CRM Segmentation
Conventionally, the traditional CRM data allows you to segment your leads based on demographic details. While that information is useful in customizing your marketing messages, it is not effective enough in real-time situations.
With predictive analytics, you can segmentize CRM data in a more sophisticated manner, allowing your content marketing team to customize their content for the appropriate leads in real-time.
This will lead to more personalized content, better engagement, and higher conversion rates.
Real-time Content Recommendation
Predictive analytics can suggest ideal topics for your website visitors based on their reading arc, in real-time.
With more personalized content, not only will your dwell time increase, but you will receive better engagement as well.
Retargeting with Buyer’s Intent
The traditional retargeting model follows a quite ineffective approach by targeting any prospects that visited a website. While this might be effective to a certain extent, this also means brands are wasting their money by showing retargeted ads to random prospects regardless of their intent.
However, when predictive analytics is combined with retargeting, the remarketing model becomes extremely effective. The predictive analytics will factor in the intent of a buyer who, for example, left an e-commerce site after adding an item to the shopping cart.
In other words, retargeting ads will appear only in front of those prospects that share a stronger intent.
Let’s face it - AI is better than humans when it comes data analysis!
Considering the inherent potential of predictive analytics in analyzing and interpreting big data, we’re poised to witness a whole new era of content marketing in the near future.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.