The State of B2B Digital Marketing Analytics

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The State of B2B Digital MarketingAnalyticsby Ayaz Nanji | March 10, 2015 | 1,061 views

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Some 86% of B2B marketers say marketing analytics isvery important for the success of their digital marketingstrategies, according to a recent report from Regalix.

The report was based on data from a survey of 328senior B2B marketing executives, three-quarters of whomwork for companies in the technology sector. Mostrespondent (84%) say they invest some budget inanalytics.

Most B2B marketers (85%) say they are able to use theirorganization’s analytics data to measure digital marketing effectiveness, and 65% say analytics hashelped increase their organization’s sales revenue by more than 10%.

Email is the most tracked B2B digital marketing tactic (100% of respondents who use the tacticmeasure effectiveness), followed by content marketing (86%).

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Below, additional key findings from the report.

Objectives

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Objectives

89% of respondents say they useanalytics to improve marketingperformance.

73% use analytics to gain better visibilityinto the sales funnel.

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Jarski

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Most-Valued Capabilities

82% of B2B marketers surveyed say they look for a cross-channel view of results whenevaluating marketing analytics tools/technologies.

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68% say predictive and prescriptive analytics is an important capability.

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Tools and Technologies

77% of respondents use analytics dashboards.

73% use spreadsheets to track metrics.

About the research: The report was based on data from a survey of 328 senior B2B marketing





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executives, three-quarters of whom work for companies in the technology sector.

Ayaz Nanji is an independent digital strategist and the co-founder of InboundContentWorks, a marketing agency that specializes in content creation forbusinesses and brands. He is also a research writer for MarketingProfs. Hispast experience includes working for Google/YouTube, the Travel Channel,AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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B2B Marketing, Digital Marketing, Marketing Analytics, MarketingStrategy, Measurement, Metrics, Research Summaries, Survey Data

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