Marketing Analytics
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This section highlights tools, functionality and solutions that empower marketers to take a metrics-based approach to campaign management. As analytics become a more significant part of the revenue conversation, emerging measurement tools are a rapidly growing priority for B2B marketers.
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Tuesday, 30 April 2013 09:11 |
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 According to a report from Accenture, 40% of top marketing executives don’t feel prepared to meet their objectives, citing inefficient business practices among the top impediments to performance.
In response to these concerns, executives reported that they are shifting their investments to analytics to measure the changes in demand for multichannel marketing. Almost half (48%) of executives will be dedicating more funding to managing customer data, 40% will focus on web analytics, and 39% will invest in market analytics.
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Written by John Gaffney
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Tuesday, 02 April 2013 17:41 |
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 Data analytics has never lacked for coordinates. Filling a spreadsheet with lead scoring algorithms, customer retention costs or predictive conversion metrics is second nature for most B2B marketers.
While the coordinates have provided an embarrassment of riches, the accompanying cartography has been barren. However, analytics is about to get a new set of maps.
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Monday, 18 February 2013 07:00 |
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 MarketingSherpa, a research firm, released its 2013 Marketing Analytics Benchmark Report, which explains how marketers are justifying their marketing decisions and proving the return on marketing investments, according to a company release.
In the report, MarketingSherpa found that although 40% of marketers have an average amount of data, approximately 50% of them said they gain insight from it. Close to 40% said they routinely and efficiently gain insight from the analytics, while a small, but significant number said they lack the tools/skills to turn data into actionable information.
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Written by Matthew S. McKenzie
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Tuesday, 23 October 2012 09:27 |
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At a DemandCon event session earlier this month, Jon Russo, Founder and CEO of B2B Fusion Group, asked a room full of marketers how many were still using Excel spreadsheets to track their performance. About 90% of them raised their hands.
Russo said he wasn't surprised at the show of hands. But he is definitely concerned about it.
"This is risky business for a marketing organization," he said. "Executives are now accustomed to seeing metrics integrated with tools like Salesforce. When they see these reports dumped onto spreadsheets, they're going to question the validity of the data."
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Tuesday, 18 September 2012 09:01 |
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Over the past 12 months, we've seen a series of high-profile studies that establish the relationship between marketing automation, marketing ROI metrics and successful lead-generation strategies. This week, there's an especially notable addition: the 2012 Lenskold Group/The Pedowitz Group Lead Gen Marketing Effectiveness Study.
The study (conducted with assistance from Demand Gen Report) polled more than 370 professionals working for B2B marketing organizations. About 80% of the respondents were U.S.-based marketers, ranging from companies with less than $5 million in annual revenue to enterprises with $50 million or more in revenue.
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Written by Matthew S. McKenzie
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Tuesday, 11 September 2012 10:06 |
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B2B buyers are using a wider variety of sources to research their purchases, and social media continues to play a more important role in the purchasing process, according to the 2012 Demand Gen Report B2B Buyer Survey.
The survey, which included more than 170 responses, was designed to gauge the latest trends in how, when and why B2B buyers engage with sellers, move through the marketing process and consume B2B-focused content. This year's study also included a number of questions designed to weigh the impact of social media on the B2B buying process.
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Written by John Gaffney
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Tuesday, 04 September 2012 10:19 |
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 Search retargeting – a tactic which employs a simple but profitable intersection of display advertising and search – has long been a popular marketing tool for consumer companies. Now, retargeting is also gaining traction in the B2B market.
While consumer-focused retargeting is relatively simple, however, for B2B firms it will be a more complex process.
“As a B2B company you want to be able to get to the customers that raised their hands,” said Chris Mann, VP of Project Management for Bizo. “For B2B marketers there will be a creative set of solutions to accomplish that.”
Mann is referring to the solutions required to overcome the reach and scale issues that until very recently made B2B search retargeting a lower priority.
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Thursday, 02 August 2012 16:20 |
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Social media today is an important part of the big picture of B2B marketers. Yet keeping track of what your customers are saying about you on social media – and turning that chatter into useful insights – can be an incredibly challenging task.
On Tuesday, CRM vendor SAP announced a new product designed to cut this challenge down to size. Dubbed "Rapid-Deployment Solution (RDS) for Sentiment Intelligence with SAP HANA," SAP says the application can be deployed in as little as six weeks to extract and analyze real-time customer data from social media feeds.
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Thursday, 19 April 2012 08:22 |
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By Matt McKenzie, Senior Editor
A new study from MarketingSherpa shows that B2B email marketing is often an exercise in contradictions. That's especially true for marketing organizations that increasingly demand hard ROI from their email campaigns – even though most of them aren't actually able to measure ROI.
MarketingSherpa surveyed more than 2,700 marketing organizations to compile its 2012 Email Marketing Benchmark Report. It found that 68% of the marketers polled say they do not have a method for quantifying their email marketing ROI.
"It's difficult to determine the financial contributions of an email marketing program to the C-suite unless you have a reliable method to quantify email's impact," wrote W. Jeffrey Rice, Senior Research Analyst for MarketingSherpa, in an article detailing the finding.
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