A survey of 221 U.S.-based B2B marketers reveals that the majority believe utilizing marketing analytics enhances business success, with plans to increase investments in this area in 2015. Key data sources for marketing technology ROI include webcasts, social media, and email marketing, with many respondents consistently seeing positive results from analytics. The survey was commissioned by On24 and conducted by Redshift Research.

1. B2B MARKETERS SURVEY
BETTER BUSINESS.
POWERFUL MARKETING.
BELIEVE THAT USING
ANALYTICS MAKES THEIR
BUSINESS MORE SUCCESSFUL
PLAN TO INCREASE THEIR
INVESTMENT IN MARKETING
ANALYTICS IN 2015
OF MARKETERS USE IT TO
MEASURE HOW CUSTOMERS
INTERACT WITH CONTENT
97%
87%
86%
ANALYTICS ARE UBIQUITOUS
WHERE DOES THE BEST DATA COME FROM?
INVESTMENT PRIORITIES IN MARKETING TECHNOLOGY
WHERE SMB & ENTERPRISE SEE THE R.O.I.
WEBCASTS
35%
SOCIAL
31%
EMAIL MARKETING
31%
EASY-TO-UNDERSTAND
DATA
60%
EASY TO IMPLEMENT
AND USE
53%
SOPHISTICATED
TECHNOLOGY
36%
RESPONDENTS
ALWAYS SEE
RESULTS FROM
MARKETING
ANALYTICS
40%
24%
55%
38%
SMB ENTERPRISEVS.
MARKETING
ANALYTICS
IMPROVE LEAD
GENERATION
SURVEY METHODOLOGY
The survey was commissioned and designed by ON24 and carried out by Redshift Research.
The research was conducted among 221 U.S.-based B2B marketers with marketing analytics experience.