{"id":52281,"date":"2025-01-28T02:41:16","date_gmt":"2025-01-28T02:41:16","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/top-2-marketing-analytics-priorities-for-b2b-marketing-teams\/"},"modified":"2025-01-28T02:41:16","modified_gmt":"2025-01-28T02:41:16","slug":"top-2-marketing-analytics-priorities-for-b2b-marketing-teams","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=52281","title":{"rendered":"Top 2 Marketing Analytics Priorities for B2B Marketing Teams"},"content":{"rendered":"


\n<\/p>\n

\n
\n
\n
\n
\n
\n
\"\"<\/wow-image><\/div>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/div>\n
\n

As though the ever-increasing expectations of the c-suite from marketing teams to demonstrate the quantifiable impact were not enough and now we are in <\/span>these unprecedented times, which have further highlighted the need for marketing to be more data-driven and efficient with their investments.<\/span><\/strong> Scrutiny around marketing budgets and the asks for returns from the marketing spend (ROI) have only increased in the current times. Across the board, we are seeing these are Top 2 marketing analytics priorities for B2B marketing teams.<\/span><\/span><\/p>\n<\/div>\n

\n

The core competency that differentiates the winning organizations is their ability to objectively evaluate the investments that drive the highest engagement leading to pipeline growth. This is where<\/span><\/span><\/p>\n<\/div>\n

\n
\n

<\/p>\n

marketing teams are relying more extensively than ever before on marketing analytics to help guide the decision making around investments and execution.<\/span><\/span><\/p>\n

<\/span><\/p><\/blockquote>\n<\/div>\n<\/div>\n

\n

Marketing performance insights and marketing analytics not only empower marketing leaders to have data-driven conversations with the c-suite, inspire\/reward their teams based on performance but also optimize the execution of their strategy. Such <\/span>modern marketers with the growth mindset incorporate analytics<\/span><\/a> rigor as well as revenue mindset for every decision they make. Data-driven CMOs are increasingly relying on marketing analytics teams to lead the charge for demonstrating the quantifiable impact marketing organizations are making.<\/span><\/span><\/p>\n<\/div>\n

\n

Latest (July 2020) DemandGen benchmark research around marketing measurement has once again highlighted that marketing analytics continues to be the <\/span>top priority for B2B marketing organizations<\/span><\/strong>.<\/span><\/span><\/p>\n<\/div>\n

\n
\n
\n
\n
\n
\"marketing<\/wow-image><\/div>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/div>\n
\n

The research report has listed the top challenges that are preventing marketing teams from realizing the vision of data-driven marketing and how critical it is to build these competencies. This transformation to digital-first marketing has only accelerated the need for <\/span>rigor around marketing analytics<\/span><\/a>. According to this research,<\/span><\/span><\/p>\n<\/div>\n

\n
\n

<\/p>\n

82%<\/span><\/strong> of respondents believe enhancing the marketing analytics capabilities is a growing priority.<\/span><\/span><\/p>\n

<\/span><\/p><\/blockquote>\n<\/div>\n<\/div>\n

\n

Even though many forward-looking marketing organizations have some kind of marketing analytics capabilities in place but <\/span>40% still believe their ability to measure and analyze marketing performance needs improvement<\/span><\/strong>.<\/span><\/span><\/p>\n<\/div>\n

\n
\n

<\/p>\n

The top priority (for 75% of the marketing teams, and not 100% \u2013 interestingly) is to show the impact on pipeline and revenue.<\/span><\/span><\/p>\n

<\/span><\/p><\/blockquote>\n<\/div>\n<\/div>\n

\n

The importance of demonstrating how marketing is impacting the pipeline has grown manifolds in the recent times. There are numerous <\/span>frameworks to track marketing\u2019s impact<\/span><\/a> but the 2 metrics that are my go-to when it comes to demonstrating the impact of marketing on pipeline and revenue are: <\/span>Marketing Pipeline Acceleration\/Influence and New Pipeline Sourcing.<\/span><\/strong> With these 2 metrics, organizations can quantify marketing-driven engagements across the accounts and relate them to the on pipeline growth. These pipeline correlations of the marketing activities provide valuable insights when it comes to understanding \u201cwhen\u201d the new opportunities were created in marketing engaged accounts and for the accounts with existing opportunities, how marketing was able to influence deal expansion and accelerate deal closures. These 2 KPIs are very influential when it comes to evaluating the market mix across marketing tactics and channels in different phases of the buying cycle.<\/span><\/span><\/p>\n<\/div>\n

\n
\n

<\/p>\n

The approach to designating an opportunity as marketing sourced vs marketing influenced is purely data-driven.<\/span><\/span><\/p>\n

<\/span><\/p><\/blockquote>\n<\/div>\n<\/div>\n

\n

It is based on the timelines of the first marketing engagement in comparison with the sales engagements within an account. Given that the volumes of data are enormous now, the <\/span>most efficient and automated approach to this analysis<\/span><\/a> is by loading all the relevant data from marketing automation and CRM platforms in a SQL server (Redshift, Snowflake, MySQL, MS-SQL, BigQuery). Once the data is available, the logic described below can be easily implemented with the help of a SQL script and automated.<\/span><\/span><\/p>\n<\/div>\n

\n