It’s no surprise that out of 246 senior B2B technology marketing executives surveyed, 86% say measuring and monitoring marketing analytics to take appropriate performance-improvement actions is extremely important to the success of their digital marketing initiatives. And in doing so, 65% say that effectively using analytical data has helped increase their organization’s sales revenue by more than 10%.
Utilizing analytics tools, technologies and detailed reporting across all your marketing activities can help you achieve a number of objectives:
- Improve marketing performance and ROI
- Gain better visibility into your sales funnel, process and conversion ‘best practices’
- Draw correlations and make predictions for future programs and activities
- Attribute marketing effort effectiveness across channels
- Enhance customer lifecycles
- Accelerate interpreting results and deriving actionable insights from initial data collection efforts
- Gain executive level buy-in and support for recommended budgets and programs
- Improve competitive analysis
What marketing activities to continuously measure
Email marketing is, understandably, the most tested and tracked tactic, with 100% of survey respondents measuring email campaign effectiveness. Content comes in second with 86% of respondents analyzing the performance of different topics, types and placements of content and how it affects ongoing engagement programs and conversion rates.
Most valued capabilities in measuring performance
In evaluating and measuring marketing activities, 82% of B2B marketing respondents said they prefer tools and technologies that provide a cross-channel view of results and 68% said predictive and prescriptive analytics is of critical importance.
Need help setting up your analytics strategy, choosing the right tools and technologies and/or creating and analyzing reports? Contact Launch Marketing today! Be sure to follow us on Twitter and like us on Facebook to keep up with the latest B2B marketing tips and trends.
Source: Regalix State of B2B Marketing Metrics and Analytics Report, March 2015.
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