It should come as no surprise to experienced marketers, but a recent poll of B2B marketing executives indicated that 86 percent of respondents said marketing analytics are "very important" to their marketing success, and 84 percent of respondents are investing in analytics.
To gain some insight into where B2B marketers are investing when it comes to analytics, the survey asked about "most important capabilities" in analyzing tools for marketing analytics. The leading capability marketers wanted? A "cross-channel view of results" (82 percent). Next on the wish list was "predictive and prescriptive analytics," (68 percent), followed by "dashboards" (64 percent).
Every respondent said they used and analyzed email marketing, and 86 percent said they used and analyzed content marketing. Over 75 percent of respondents said they used websites and paid search, while 80 percent used social media or search engine optimization.
If you're a B2B marketer, you need to read the new 123 eGuide, B2B Marketing 123. It presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in. Purchase B2B Marketing 123 today for just $2.99 at the Amazon Kindle store or in any eBook format, including PDF, at Smashwords.com. This title is also be available wherever eBooks are sold.