Predictive nurturing program framework is the foundation of building future
The simple framework case example below showcases the principle of end-to-end predictive experiences for B2B customers. To create predictive lead nurturing and customer value programs, organizations need to have a solid knowledge base. The foundation of knowledge is quality data
management, analytics, and a technology ecosystem. Organizations can add relevant development themes according to their strategic goals and long-term vision when those are in order.
The framework case illustrates that four different development themes are needed to achieve this vision:
1. Predictive modeling: Utilizing algorithmic predictions to fuel customer-centric marketing and resource optimization for every customer life-cycle phase
2. AI optimization: AI tools for optimizing towards high-performance advertising results and algorithm utilization for valuable advertising content creation
3. Effective operating models: Growth-oriented culture utilizing growth marketing methods such as data-based hypothesis, testing, effective scaling, and rapid actions based on insight
4. Insight measurement: Creating a holistic understanding of marketing performance with strategic, tactical, and operational measurements