HomeResearch Articles An Introduction to Propensity Modeling

An Introduction to Propensity Modeling

  • Propensity modeling, a methodology well established in b-to-c organizations, helps identify and prioritize prospects
  • The wealth of b-to-b data now available makes propensity modeling an attractive option for b-to-b marketers
  • When considering propensity modeling, marketers must account for the availability of historical sales data, and whether scoring should focus on contacts or accounts
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