Email remains the tactic most critical to B2B marketing programs, but may soon cede that position to lead nurturing and content marketing.
86% of B2B marketers viewed analytics as being very important to marketing success.
How Email Marketers Manage Customer Datat: Fewer than four in 10 email marketers had a centralized data repository for their client data.
The vast majority (86%) of B2B marketers and executives see customer experience as extremely critical to an organization’s growth.
86% of senior marketers agree that it’s either absolutely critical or very important to create a cohesive customer journey across all touchpoints and channels.
Web analytics and email marketing were the most-used targeting tools.
Slightly more than two-thirds of B2B marketers are using data to analyze customers.
Marketers are most interested in improving customer segmentation and targeting.
About 8 in 10 US CMOs expect their companies to increase the use of predictive analytics and big data tools this year, with more than one-quarter expecting their use to increase by at least 25%.
Other tactics marketers expected to use to boost email relevancy included centralizing email, mobile and social subscriber data.