New article by Louis Columbus, Forbes:
Measuring marketing’s many contributions to revenue growth is becoming more accurate and real-time thanks to analytics and machine learning. Knowing what’s driving more Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQL), how best to optimize marketing campaigns, and improving the precision and profitability of pricing are just a few of the many areas machine learning is revolutionizing marketing.
The best marketers are using machine learning to understand, anticipate and act on the problems their sales prospects are trying to solve faster and with more clarity than any competitor. Having the insight to tailor content while qualifying leads for sales to close quickly is being fueled by machine learning-based apps capable of learning what’s most effective for each prospect and customer. Machine learning is taking contextual content, marketing automation including cross-channel marketing campaigns and lead scoring, personalization, and sales forecasting to a new level of accuracy and speed.