Predictive Technology Is Mature, but B2B Marketer Adoption Still Fledgling – eMarketer

eMarketer: Where is B2B adoption at this point?

Heinz: We are still definitely in the early days. There is an increasing number of companies that are adding predictive technology to their stack and are reaping the benefits. We are seeing greater adoption among tech companies and younger companies that don’t have an established software stack. Older companies tend to be slower to adopt predictive.


An interview with Matt Heinz, who is spot-on with his view regarding predictive. Unless it’s rolled into a platform, this is a tough sell.


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