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ON24 Survey Finds B2B Marketers Plan to Double Down on Analytics in 2015SAN 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.
How marketers are using data
Priorities in marketing technology investments
Additional conclusions 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 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 Photo - http://photos.prnewswire.com/prnh/20150302/179060-INFO
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/on24-survey-finds-b2b-marketers-plan-to-double-down-on-analytics-in-2015-300044279.html SOURCE ON24 |