SAN FRANCISCO, March 3, 2015 /PRNewswire/ -- ON24, the
global leader in webinar marketing solutions that drive demand
generation and customer engagement, today announced the results of
its new survey of B2B marketers. It finds that enterprises and SMBs
alike are driving business value from implementing analytics and
are planning to increase their investment in these tools in 2015.
Specifically, the results demonstrate that an overwhelming 97
percent of marketers find that using analytics has made their
businesses more successful, and 87 percent of the participants said
they plan to increase their spend in marketing analytics this
year.
The survey, commissioned by ON24, shines a light on the growing
need for marketers to incorporate analytics into all of their
marketing campaigns. Sixty-five percent of respondents claim they
have just the right amount of data to be useful. Conversely, big
data still remains largely elusive, with 77 percent noting that it
remains a promise, not a reality. These responses indicate that
marketers are relying more on bite-sized, manageable chunks of
"small data," steering away from the overhyped big data movement
and instead focusing on the smaller sets of data they know they can
use.
"As marketers continue to rely on increasingly sophisticated
tools, the integral role of data on all facets of marketing becomes
more evident," said Ken Robinson,
chief marketing officer for ON24. "The results of our latest survey
underscore the opportunity for all marketers to tap into the data
available to them for enhanced lead generation programs that
positively impact their bottom line."
In addition to analyzing overall usage of marketing analytics,
the study also looked at ways marketers are using data and what the
priorities are in marketing technology investments.
Use of marketing analytics
- Ninety-seven percent of respondents believe that using
marketing analytics has made their business more successful
- The vast majority of respondents (87 percent) plan to increase
their investment in marketing analytics
- Forty percent of enterprise respondents always see tangible
results from marketing analytics, compared to 24 percent for
SMBs
- The majority of the respondents (56 percent) say that marketing
analytics tools enable them to make more strategic decisions
How marketers are using data
- Webcasts deliver higher-quality customer data than email
marketing or social media (35 percent compared to 31 percent for
email marketing and 31 percent for social media)
- Seventy-seven 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
- 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
- Eighty-six percent of marketers are able to measure how
customers are interacting with their content
Priorities in marketing technology investments
- 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)
Additional conclusions
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.
Marketing technology platforms such as ON24's provide valuable
analytics and are often integrated with marketing automation and
CRM solutions to significantly improve lead qualification.
Businesses of all sizes have the opportunity to use this data to
increase marketing results, helping to level the playing field for
marketers with fewer resources or smaller budgets.
Survey methodology
The survey was commissioned and designed by ON24 and carried out by
Redshift Research. The research objective was to measure
respondents' usage, behavior and attitudes about marketing
analytics. The research was conducted using an email invitation and
an online survey, among 221 U.S.-based B2B marketers who have had
prior experience with marketing analytics.
About ON24, Inc.
ON24 is the global leader in webinar marketing solutions that
drive demand generation and customer engagement. Its patented
cloud-based platform features an interactive and immersive user
interface and industry-leading webinar analytics for events,
campaigns and benchmarking. Providing one-click access from any
device, ON24's award-winning solutions are integrated with leading
CRM and marketing automation platforms, enabling marketers to
optimize demand generation, enhance lead qualification and
accelerate sales pipeline opportunities.
Additional applications for the ON24 product portfolio include
virtual training, talent development and town hall meetings. More
than 1,000 enterprises of all sizes rely on ON24, including IBM, CA
Technologies, Merck, JPMorgan Chase, Deloitte, Credit Suisse and
SAP. The company is headquartered in San
Francisco, with offices throughout the world. For more
information, visit http://www.on24.com.
Connect with ON24
Read the blog: http://www.on24.com/about/blog/
Follow on Twitter: https://twitter.com/ON24
Visit on Facebook: https://www.facebook.com/#!/ON24inc
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SOURCE ON24