Is predictive buyer modeling the future of B2B?

02/24/2012 | iMedia Connection

More business-to-business executives are trying to predict the future of their markets with strategies that incorporate military-style scenario modeling into buyer behavior, writes Tony Zambito. These models integrate a qualitative interface with predictive analytics to allow B2B marketers to better forecast the patterns of increasingly self-directed buyer behavior, allowing marketers to ask 'what if' questions and to examine pre- and post-sale behavior. "Predictive buyer modeling and buyer scenario models can show B2B executives a new path towards making customer-centric and buyer-centric planning a reality," he writes.

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