what marketing analytics means for b2b marketers€¦ · • leveraging marketing analytics ... and...

What Marketing Analytics Means for B2B Marketers

O N 2 4 R E S E A R C H

Executive SummaryThe research conducted by ON24 and Redshift

Research demonstrates how B2B marketers are:

• LEVERAGING MARKETING ANALYTICS

• USING DATA FOR BETTER DECISION-MAKING

• PRIORITIZING TECHNOLOGY INVESTMENTS

• LEVERAGING “SMALL” DATA TO DRIVE

MEASURABLE RESULTS

Click through to learn more about the latest in analytics

and data-driven marketing and how to implement best

practices in your organization.

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About ON24 and Redshift ResearchON24 is the world’s leading webinar marketing platform

for demand generation, lead qualification and customer

engagement, and Redshift Research is a leading

provider of targeted research information for consumer

and business sectors. The research examined in this

project will help users understand webcasting as part

of a larger marketing ecosystem and how marketing

analytics derived from webinars can enable more

effective decision-making that drives results.

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Who We Surveyed — and WhyRedshift surveyed 221 B2B marketers of

products and services at U.S.-based firms

with more than 100 employees, ranging from

SMBs (Small-Medium Businesses) to Fortune

500 firms. Key qualifications were that their

primary job function is marketing and that

they use marketing analytics.

MORE THAN

220 B2B MARKETERS

ACROSS

MULTIPLE

INDUSTRIES

IN THE U.S.

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Key Questions

• HOW ARE B2B MARKETERS LEVERAGING

MARKETING ANALYTICS?

• HOW DO B2B MARKETERS USE DATA

FOR BETTER DECISION-MAKING?

• HOW ARE B2B MARKETERS

PRIORITIZING TECHNOLOGY

INVESTMENTS?

• HOW CAN I DRIVE MEASURABLE

RESULTS WITH “SMALL” DATA?

WHAT

WE

WANTED

TO

LEARN

5

Marketers are beginning to implement sophisticated, metrics-

driven marketing campaigns but still have room to grow.

Most marketers believe that marketing analytics make

them more successful, and 87 percent of marketers plan

greater investment in analytics in 2015 and beyond.

BASE: 221 IN TOTAL; 101 IN COMPANIES WITH BETWEEN 100 AND 999 EMPLOYEES; 120 IN COMPANIES WITH 1000+ EMPLOYEES

DENOTES SIGNIFICANTLY HIGHER PROPORTION AT THE 95% LEVEL OF CONFIDENCE

% companies see marketing

analytics ALWAYS delivering

tangible results

101-999 1000+

Most marketers (83%) see marketing analytics delivering

tangible results – helping increase product and brand

awareness, generate leads, enhance performance

measurement and drive strategic decision-making.

WHAT

WE

LEARNED

87%

82%

92% 50% Most of the Time

33% Always

17% Sometimes

1% Rarely

YES TO

TAL

YES - 10

1-999

YES - 10

00+ 24% 40%

PLANNING TO INVEST MORE IN MARKETING ANALYTICS SEEING RESULTS FROM MARKETING ANALYTICS

6

Today’s marketers base campaigns nearly equally on

intuition and experience, combined with hard data.



WHAT

WE

LEARNED

Ability to make more strategic decisions

Better performance measurement

Increase in awareness of the products or company

Marketing is more organized and transparent

Each marketing component is easier to evaluate

Improved lead generation/qualification

More complete picture of target market

Increased ROI

56%

56%

48%

44%

44%

47%

47%

50%

52%

54%

47%

39%

42%

38%

37%

43%

59%

58%

48%

48%

46%

55%

55%

57%

TOTAL 101-999 1000+

RESULTS FROM USE OF MARKETING ANALYTICS

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Enterprises have embraced analytics, and SMBs are learning

fast — both are integrating web, social and webcast data for

customer and prospect insights.

Analytics users also make extensive use of webinars and

marketing automation tools, nearly 80 percent in large

enterprises and nearly 70 percent in SMBs.

Webcasts and social channels are becoming central to

marketing campaigns, but greater opportunity remains to

use them for gathering customer data.



WHAT

WE

LEARNED

73%71%

66%64%

79%77%

YES TO

TAL

YES TO

TAL

YES - 10

1-999

YES - 10

1-999

YES - 10

00+

YES - 10

00+

USE OF MARKETING AUTOMATION PLATFORMS USE OF WEBINARS/WEBCASTS IN MARKETING CAMPAIGNS

8

Businesses can quickly execute on analytics and technology

with previously untapped “small data.” This “low-hanging fruit”

can help generate faster results.

Ease of use, easily understood data and speed of execution are the most widespread demands from marketers in

terms of marketing technology.



EXECUTION ON

MARKETING

TECHNOLOGY

IS THE

NEED – AND

ACTIONABLE

“SMALL DATA”

CAN HELP.

Data is easy to understand

Quick to implement

Easy to use once it’s set up

Cost

Provides customized reports

Integrates with other marketing software

Provides reliable customer/tech support

Uses most advanced technology

60%

53%

52%

44%

36%

48%

50%

53%

59%

51%

49%

37%

26%

40%

49%

44%

60%

55%

54%

50%

44%

54%

50%

61%

TOTAL 101-999 1000+

IMPORTANT ATTRIBUTES FOR MARKETING TECHNOLOGY

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Using existing tools and marketing collaboration with IT

are important, while big data is a bit further away.

Most survey respondents said

that collaboration between IT and

marketing is needed for marketing

technology and analytics to work.

A majority don’t need much in the

way of new marketing technology;

they just want to learn to use current

tools more effectively.

Big data is an aspiration, rather than

a reality, for most marketers, and 77

percent believe it hasn’t realized its

full potential.



PRACTICAL

CONSIDERATIONS

AROUND

MARKETING

TECHNOLOGY

TOTAL 101-999 1000+

86%

77%

52%

83%

71%

49%

88%

82%

55%

AGREE TO

TAL

AGREE TO

TAL

AGREE TO

TAL

AGREE - 10

1-999

AGREE - 10

1-999

AGREE - 10

1-999

AGREE - 10

00+

AGREE - 10

00+

AGREE - 10

00+

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How marketers are using analytics:

97 percent of respondents believe that using marketing

analytics has made their business more successful

40 percent of enterprises see tangible results from

marketing analytics, compared to 24 percent for SMBs

Most respondents (56 percent) say marketing analytics

tools enable them to make more strategic decisions

The vast majority of respondents (87 percent) plan to

increase their investment in marketing analytics


HOW ARE

B2B

MARKETERS

LEVERAGING

MARKETING

ANALYTICS?

40% Enterprise24% SMBs

MORE SUCCESSFUL

TANGIBLE RESULTS

INCREASED INVESTMENT

MORE STRATEGIC DECISIONS

97% 87%

56%

11

How marketers are using data:

Webcasts deliver higher-quality customer data (35 percent)

than email marketing or social media (31 percent each)

SMBs rely less on hard data (31 percent) than their

enterprise counterparts (48 percent) when making key

decisions, turning instead to intuition and past experience

A significant majority (88 percent) of B2B marketers are

able to measure how customers are interacting with

their content

77 percent of respondents said that big data remains a

promise, not a reality, but most (65 percent) said they

have just the right amount of data to be useful


HOW ARE

B2B

MARKETERS

LEVERAGING

MARKETING

DATA?

35% Webcast 77% A Promise

48% Enterprise

31% Email 65% Right Amount

31% SMBs

31% Social

CAN MEASURE CONTENT INTERACTION

88%

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Priorities in marketing technology investments:

While they are planning to spend more on technology – specifically analytics – marketers are less concerned with getting

the most sophisticated technology (36 percent) and more focused on getting easy-to-understand data (60 percent) and

a solution that is easy to implement and use (53 percent).


HOW ARE

B2B

MARKETERS

PRIORITIZING

TECHNOLOGY

INVESTMENTS?

LESS CONCERNED MORE FOCUSED

36%

53%

60%

Easy-to-understand data

Most sophisticated technology

Easy-to-implement & use solutions

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Additional Conclusions: Leveraging Small Data and Implementing Best Practices

• THE SURVEY RESULTS INDICATE THAT B2B MARKETERS

ARE BECOMING INCREASINGLY SOPHISTICATED IN

THEIR UTILIZATION OF MARKETING TECHNOLOGY.

WHETHER THE GOAL IS MAKING MORE STRATEGIC

DECISIONS, MONITORING PERFORMANCE, IMPROVING

LEAD GENERATION OR RAISING OVERALL COMPANY

AWARENESS, ANALYTICS ARE INFORMING THE

DECISIONS TODAY’S DATA-DRIVEN MARKETER MAKES.

• MARKETERS WANT TO KNOW HOW TO BETTER

LEVERAGE “SMALL DATA” AND ANALYTICS TO

DRIVE BUSINESS VALUE – MAKING THE MOST OF

ACTIONABLE CHUNKS OF DATA.

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