News Feed Item

ON24 Survey Finds B2B Marketers Plan to Double Down on Analytics in 2015

Survey Results Reveal Marketers Are Driving Real Business Results from Analytics

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 results of ON24's new survey of B2B marketers indicate that both enterprises and SMBs are driving business results from analytics and are planning to increase their investment in these tools 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

ON24 Logo.

Photo - http://photos.prnewswire.com/prnh/20150302/179060-INFO
Logo - http://photos.prnewswire.com/prnh/20131016/SF98451LOGO-b


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


More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Cloud-based disaster recovery is critical to any production environment and is a high priority for many enterprise organizations today. Nearly 40% of organizations have had to execute their BCDR plan due to a service disruption in the past two years. Zerto on IBM Cloud offer VMware and Microsoft customers simple, automated recovery of on-premise VMware and Microsoft workloads to IBM Cloud data centers.
SYS-CON Events announced today that Daiya Industry will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Daiya Industry specializes in orthotic support systems and assistive devices with pneumatic artificial muscles in order to contribute to an extended healthy life expectancy. For more information, please visit https://www.daiyak...
The Internet giants are fully embracing AI. All the services they offer to their customers are aimed at drawing a map of the world with the data they get. The AIs from these companies are used to build disruptive approaches that cannot be used by established enterprises, which are threatened by these disruptions. However, most leaders underestimate the effect this will have on their businesses. In his session at 21st Cloud Expo, Rene Buest, Director Market Research & Technology Evangelism at Ara...
SYS-CON Events announced today that N3N will exhibit at SYS-CON's @ThingsExpo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. N3N’s solutions increase the effectiveness of operations and control centers, increase the value of IoT investments, and facilitate real-time operational decision making. N3N enables operations teams with a four dimensional digital “big board” that consolidates real-time live video feeds alongside IoT sensor data a...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
SYS-CON Events announced today that SourceForge has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SourceForge is the largest, most trusted destination for Open Source Software development, collaboration, discovery and download on the web serving over 32 million viewers, 150 million downloads and over 460,000 active development projects each and every month.
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
One of the biggest challenges with adopting a DevOps mentality is: new applications are easily adapted to cloud-native, microservice-based, or containerized architectures - they can be built for them - but old applications need complex refactoring. On the other hand, these new technologies can require relearning or adapting new, oftentimes more complex, methodologies and tools to be ready for production. In his general session at @DevOpsSummit at 20th Cloud Expo, Chris Brown, Solutions Marketi...
In the world of DevOps there are ‘known good practices’ – aka ‘patterns’ – and ‘known bad practices’ – aka ‘anti-patterns.' Many of these patterns and anti-patterns have been developed from real world experience, especially by the early adopters of DevOps theory; but many are more feasible in theory than in practice, especially for more recent entrants to the DevOps scene. In this power panel at @DevOpsSummit at 18th Cloud Expo, moderated by DevOps Conference Chair Andi Mann, panelists discussed...
Elon Musk is among the notable industry figures who worries about the power of AI to destroy rather than help society. Mark Zuckerberg, on the other hand, embraces all that is going on. AI is most powerful when deployed across the vast networks being built for Internets of Things in the manufacturing, transportation and logistics, retail, healthcare, government and other sectors. Is AI transforming IoT for the good or the bad? Do we need to worry about its potential destructive power? Or will we...
Many organizations adopt DevOps to reduce cycle times and deliver software faster; some take on DevOps to drive higher quality and better end-user experience; others look to DevOps for a clearer line-of-sight to customers to drive better business impacts. In truth, these three foundations go together. In this power panel at @DevOpsSummit 21st Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, industry experts will discuss how leading organizations build application success from all...
SYS-CON Events announced today that SIGMA Corporation will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. uLaser flow inspection device from the Japanese top share to Global Standard! Then, make the best use of data to flip to next page. For more information, visit http://www.sigma-k.co.jp/en/.
The last two years has seen discussions about cloud computing evolve from the public / private / hybrid split to the reality that most enterprises will be creating a complex, multi-cloud strategy. Companies are wary of committing all of their resources to a single cloud, and instead are choosing to spread the risk – and the benefits – of cloud computing across multiple providers and internal infrastructures, as they follow their business needs. Will this approach be successful? How large is the ...
Your clients expect transactions to never fail, cloud access to be fast and always on, and their data to be protected - no exceptions. Hear about how Secure Service Container (SSC), an IBM-exclusive open technology, enables secure building and hosting of next-generation applications, both cloud and on-premises. SSC protects the full stack from external and insider threats, allows automatic encryption of data in-flight and at-rest, and is tamper-resistant during installation and runtime – with no...