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Study: Failure To Track Mobile Website Conversions Can Jeopardize Marketing Budgets

research generic imageNew research from DialogTech, an analytics and automation solution provider, shows that marketers could be missing out on nearly half of mobile conversions. This can lead to inaccurate ROI data and an inability to optimize marketing spend.

The report analyzes roughly 400,000 inbound phone calls and 60 million website sessions across its Voice360 platform to measure the number of mobile calls generated by mobile advertising. By not attributing inbound calls to mobile campaigns, marketers run the risk of allocating budgets to campaigns that are not driving revenue, the report concluded.

Additional key findings in the research report include:

  • Calls from mobile marketing sources are up 34% in the past six months across DialogTech customers, an increase of 78% on an annualized basis;
  • Mobile search and landing pages are driving a combined 81% of calls for DialogTech customers, while mobile display and social drive 19%; and
  • Many DialogTech customers see conversion rates over 10% from phone calls and others as high as 10-times the average.

“As marketers shift greater percentages of their budgets to mobile channels, getting closed-loop attribution for both digital conversions and phone calls is critical,” said Steve Griffiths, SVP of Marketing, Strategy and Analytics at DialogTech. "Our latest research illustrates marketers who analyze and understand the impact of phone calls in the mobile path to purchase have a significant advantage in developing impactful programs and accelerating customer acquisition.”

Study: Companies Are Not Maximizing Their CRM Spend

CRM generic imageCRM systems are a major investment, but many B2B organizations are not realizing the full value of their sales technology.

In a recent study from ZS Associates, respondents rated the value of their CRM systems as low in areas such as customer communication (13%), internal coordination (13%) and collateral and proposals (7%). Participants reported "high to extremely high" value in areas such as opportunity management (42%), customer information look-up (39%) and sales forecasting (35%).

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Data quality was highlighted as a major challenge within the study. Roughly 40% of respondents rated the accuracy of data about existing customers and prospects as “high” or “very high.” Fewer survey participants rated their data accuracy as "high" or "very high" for opportunities (24%) and prospect profiles (19%).

Also, almost three fourths (72%) of respondents reported that salespeople do not spend enough time on their CRM platform.

ZS Associates highlighted two ways to better improve the use of CRM within an organization:

  1. Define a customer engagement process (linked to CRM to build stronger customer relationships and financial results; and
  2. Implement data management and analytics programs to gather, integrate and analyze data for deeper customer insights.

"Sales personnel are resistant because they don’t see ‘what is in it for them.’ They consider the platform as a means for their bosses to monitor them," said Ron Siahpoosh, Principal for ZS. "Managers, on the other hand, believe that sales representatives enter whatever they think management wants to see. The end result is that leaders cannot rely on CRM to generate actionable insights."

Click here to download a full copy of the report.

Study: Marketing Automation Revenues To Reach $14 Billion By 2020

marketing automation genericMarketing automation revenues are expected to reach $14 billion by 2020, according to a new study from Frost & Sullivan.

The expansion is fueled in part by a growing need for cross-channel digital marketing across industry verticals, according to the report. In addition, partnerships with solution providers in areas such as advertising, content marketing, mobile app analytics and social marketing are broadening the reach of marketing automation vendors.

The study shows that marketing automation software has evolved over the past year in the following key areas:

  • Campaign Analytics: Many marketing automation solutions now provide metrics related to customer behavior and content consumption to help marketers optimize campaign performance.
  • Ease of Use: Solution providers have invested in making their offerings more intuitive, while also creating drag and drop features for easier navigation.
  • Tighter CRM Integration: Marketing automaton vendors are working toward tighter integration with CRM systems as sales and marketing alignment becomes a greater priority for B2B organizations.

“Marketing automation as a function has moved beyond email and the web, evolving into a true cross-channel automation platform through tighter integration with mobile, social media, display advertising and search channels,” said Hiral Jasani, Frost & Sullivan Digital Media Industry Analyst. “As a result, global marketing automation tools have seen a phenomenal rise in demand as small, mid-market and large enterprises, especially in manufacturing, banking and financial service, healthcare, and e-commerce sectors, look to drive marketing efficiencies.”

Click here for a full copy of the report.

Study: Data Analytics Investment Expected To Rise In 2015

On24 logoInvestment into data analytics tools is predicted to increase in 2015, according to a recent study from ON24. The study shows that a majority (97%) of B2B marketers find that using data analytics has shown enhanced results in marketing campaigns, and 87% of respondents stated they plan to increase marketing analytics spend in 2015.

The survey, conducted by Redshift Research, surveyed more than 220 B2B marketers on how marketing analytics are being leveraged within their organizations. The research also examined expectations for Big Data’s role in the workplace.

Study: Disconnect On Responsibility For Customer Experience

Act-On-TransparentWhile 80% of marketers believe that they have a peripheral role in the customer relationship, 85% feel that sales and support teams are currently responsible for the customer experience. This is just one of the key findings from a new study published by Act-On Software, in association with Gleanster Research.

The study 0f 750 B2B marketers examined their role in the customer lifecycle and supporting the customer experience.

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