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The State of B2B Digital Marketing Analytics

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

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

Most B2B marketers (85%) say they are able to use their organization’s analytics data to measure digital marketing effectiveness, and 65% say analytics has helped 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 tactic measure effectiveness), followed by content marketing (86%).


Below, additional key findings from the report.

Objectives

  • 89% of respondents say they use analytics to improve marketing performance.
  • 73% use analytics to gain better visibility into the sales funnel.

Most-Valued Capabilities

  • 82% of B2B marketers surveyed say they look for a cross-channel view of results when evaluating marketing analytics tools/technologies.
  • 68% say predictive and prescriptive analytics is an important capability.

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


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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