GLOSSARY -> Account Based Marketing - ABM

Predictive Analytics

Using historical and real-time data with statistical models and machine learning to forecast future outcomes, customer behaviors, and business trends.

Predictive analytics uses historical data, statistical algorithms, and machine learning to forecast future outcomes. In marketing and sales, it predicts which leads will convert, which customers will churn, which deals will close, and what revenue to expect.

Common Use Cases in B2B

Lead scoring: Predicting which leads are most likely to become customers
Churn prediction: Identifying customers at risk of leaving
Deal forecasting: Estimating close probability and revenue timing
Next-best-action: Recommending optimal next steps for each account
LTV prediction: Forecasting long-term customer value

The models learn from your historical patterns—which characteristics and behaviors correlate with desired outcomes—then apply those learnings to current prospects and customers to guide decision-making.

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