Dive Brief:

• New research by digital marketing firm Regalix found that 60% of B2B marketers attributed sales increases of 11-50% to marketing analytics, as reported by eMarketer.
• The study, which surveyed more than 500 B2B marketers worldwide, found that 29% attributed a 10% or less sales increase to analytics, while 8% attributed an over 50% increase in sales. 
• The findings showed the key value in marketing analytics lies in providing better visibility into marketing spending and uncovering marketing channels that offer the highest ROI.

Dive Insight:

In a marketing landscape where data has become more important than ever, analytics can help B2B marketers the most of the data available to them. 

Predictive analytics—software that enables users to make predictions based off data—is one powerful tactic for marketers. Research from Demand Metric found that 44% of B2B marketers are using or testing predictive analytics. Predictive analytics goes beyond just helping marketers understand their top performing marketing channels and helps marketers understand and anticipate customer needs.

Earlier this year, Radius put out a 2016 B2B Demand Generation Benchmark Study that found B2B marketers using predictive analytics in lead generation met their objectives 55% of the time, compared to 30% for marketers not using predictive analytics.

Taking all these different reports together, it’s clear that marketers who make good use of marketing analytics can expect to see benefits across a range of marketing goals including demand generation, increased sales, better understanding of customers, and finding out which marketing channels are most valuable for return on investment.