The marketing technology landscape is constantly evolving.

2016, for example, has very much been the year of predictive marketing, with new vendors appearing on an almost weekly basis. But some predictive marketing solutions are more predictive than others.

When technology opens up new markets, vendors have to figure out how best to position their product and fight for new business. Then there are the band-wagon jumpers. If a technology category is perceived to be hot, you can be sure all kinds of vendors will attempt to shoehorn their products into it. And right now, they all want a slice of the predictive pie.

But does any of this really matter? While a true predictive lead generation or lead scoring solution can generate a huge return on investment for some businesses, others might be better off simply investing in a decent list.

It really comes down to the problem that you’re trying to solve. Is it that you don’t have enough leads for your sales team? Or is it that you have too many leads and don’t know where to start?

We’ve created a decision tree to help marketers identify which kind of marketing solution – predictive or not – to invest in for 2017:

If you think you could benefit from a predictive marketing solution, take a look at our ebook – A Buyer’s Guide to Predictive Marketing Software. It will:

  • Clear up the confusion and demystify predictive marketing terminology
  • Provide definitions and use cases for specific types of application
  • Focus on the predictive marketing technologies concerned with directly generating opportunities for your business