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In a new era of empowered buyers, smart marketers are realizing that measurement tools are for more than reporting. A new study conducted by DemandGen Report shows more marketers are using analytics to "reverse-engineer" their decisions and strategies.
According to preliminary results from the DemandGen Report study, 89% of companies said they have increased their emphasis on marketing measurement in the past 12 to 24 months. The survey revealed that the business drivers for increasing the focus on marketing measurement include pressure to justify spend (68.4%) and management’s push for better pipeline visibility (64.5%).
The survey also showed that more advance marketers are using the insights gathered from analytics to make more intelligent decisions about driving revenue via more effective campaigns, segmentation and nurturing.
The full results of the study will be explored in further detail in an upcoming webinar, Wed. August 3 from 1 to 2 p.m. ET.
During the webinar titled “The Model For The New Revenue-Centric Marketer,” DemandGen Report Editor Andrew Gaffney will unveil the detailed survey results. In addition, Jim Williams, Senior Director of Product Marketing at Eloqua, will share key insights on the relationship between Marketing Analytics and Revenue Performance Management.
Key research findings uncover:
· The business drivers for increased marketing measurement;
· The average level of visibility executives currently have into marketing’s impact on revenue;
· The metrics marketers are currently using to track marketing and revenue performance;
· Average conversion rates at various phases of the funnel; and
· Benchmarking on the average revenue contribution of marketing departments.
In addition to the survey data, the webinar also will provide models and guidelines based on analysis of leading marketers into the five metrics marketers should be focusing their efforts on, as well as steps marketers have taken to improve their revenue contribution.
Click here to register for the webinar. |
