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Which marketing analytics tools are B2B marketers planning to use in 2016

Author's avatar By Robert Jones 17 Aug, 2016
Essential Essential topic

What are senior B2B marketers using currently?

According to the research by Regalix B2B marketers are still mostly using basic analytics tools including web analysis (91%) and spreadsheets (80%), but more advanced tools this year have found to be of more interest.

B2B Analytics used expected to get more attention in 2016

These are the Marketing Analytics Tools Senior B2B Marketers Want to Pay More Attention to This Year

Which technologies are expected to get the most attention in 2016? 

Whilst web analysis which is a pretty basic method will get a lot of attention (50%), Predictive Analytics are expected to be most looked into by B2B marketers this year. Predictive analytics can help predict behaviour and in turn, reduce financial risk.

Business intelligence, mobile analytics and attribution tools are also expected to be popular.

According to the study by Regalix, B2B marketers expect to have extra cash for analytics which should help marketers to embrace new technologies. Just under 6 in 10 expect their analytics budget to increase this year, and only 3% expect their analytics budget to be cut.

Key takeaways 

Marketers should embrace the technologies that are available to them including Predictive Analytics and mobile analytics, however, it seems that ever popular spreadsheets and web analysis will be staying just as popular for a while, campaign automation also isn't showing any signs of diminishing and could have helped B2B marketers in working to increase analytics budgets.

  • Data: Regalix: State of B2B Marketing Metrics & Analytics 2016
  • Source: www.marketingcharts.com
Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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