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.
See eMarketer's report on the study here.
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