Marketing objectives and target customer profiles are at the heart of B2B marketers’ decision-making when it comes to the channel selection process, details Regalix in a recent study on B2B marketing analytics and metrics. While that’s an unsurprising result, it’s nonetheless interesting to see the relative order of criteria, which sees ROI fall slightly behind budgets as a widely-used channel selection attribute.
Nevertheless, 6 in 10 respondents noted that they typically select a marketing channel or mix based on ROI. Marketing analytics can assist in this regard, per the study’s results: when asked the key benefits of marketing analytics, 81% noted that it helps identify the marketing channel that provided the most ROI. That was the leading result, joined by analytics’ use in decision-making. Not far behind, 76% of respondents said that analytics helps them prioritize marketing mix tactics. Read the rest at MarketingCharts.