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New Study Shows Marketing’s Role In Revenue Growing As Analytics Capabilities Increase


ChartExportIt’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.

New Gleanster Research Shows RPM Hinges On Analytics & Aligned Approach To Revenue

Gleanster_PhotoWhile BtoB organizations migrate toward the practice of Revenue Performance Management (RPM), the concept is still in its infancy and requires greater sales and marketing alignment to be optimally effective, according to new Gleanster Research.

Although marketing automation technology adopters utilize features like lead scoring, nurturing, and CRM integration, the Gleanster report, found that these tactics fail to address fundamental areas of RPM: connectivity, and dashboards and analytics.

Pardot Research Shows Gap Between BtoB Social Media Usage & Measurement Of Impact


BtoB marketers are spending millions of dollars annually on social marketing programs, though nearly 30% are not tracking the impact of social media programs on lead generation and sales, according to a survey conducted by Pardot.  

The survey, which included input from dozens of companies, aimed to shed light on the developing role of social media in marketing.  Survey questions focused on social marketing etiquette, the influence of social media on lead and sales, the most useful social media tools and the cost to operate social marketing programs.  

The survey found that social media use among BtoB marketers is on the rise —95% of respondents indicated they use Facebook, Twitter, LinkedIn, YouTube or corporate blogs to reach prospects.  Yet despite the increased use of these services, only 70% are monitoring the return on spend for these programs.  And among those who do, about 42% of marketers replied that zero or an uncertain number of sales leads resulted from social media programs.  

Pardot Research Shows Gap Between BtoB Social Media Usage & Measurement Of Impact


BtoB marketers are spending millions of dollars annually on social marketing programs, though nearly 30% are not tracking the impact of social media programs on lead generation and sales, according to a survey conducted by Pardot.  

The survey, which included input from dozens of companies, aimed to shed light on the developing role of social media in marketing.  Survey questions focused on social marketing etiquette, the influence of social media on lead and sales, the most useful social media tools and the cost to operate social marketing programs.  

The survey found that social media use among BtoB marketers is on the rise —95% of respondents indicated they use Facebook, Twitter, LinkedIn, YouTube or corporate blogs to reach prospects.  Yet despite the increased use of these services, only 70% are monitoring the return on spend for these programs.  And among those who do, about 42% of marketers replied that zero or an uncertain number of sales leads resulted from social media programs.  

New Study Shows Marketing’s Role In Revenue Growing As Analytics Capabilities Increase


ChartExportIt’s no secret that the majority of BtoB companies are starting to take a deeper look at metrics. There is a growing trend among marketers now to use analytics and measurement tools as key performance indicators to drive pipeline and revenue performance.

According to DemandGen Report’s new Marketing Analytics and Revenue Management Survey, two-thirds of respondents said they are currently using contact/lead quality and campaign effectiveness as indicators of true marketing performance, 64% are analyzing lead conversion at funnel stages, 63% are measuring marketing-sourced leads and 43% track marketing’s influence on revenue/deals.

New Gleanster Research Shows RPM Hinges On Analytics & Aligned Approach To Revenue

Gleanster_PhotoWhile BtoB organizations migrate toward the practice of Revenue Performance Management (RPM), the concept is still in its infancy and requires greater sales and marketing alignment to be optimally effective, according to new Gleanster Research.

Although marketing automation technology adopters utilize features like lead scoring, nurturing, and CRM integration, the Gleanster report, found that these tactics fail to address fundamental areas of RPM: connectivity, and dashboards and analytics.

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