B2B Marketing Analytics & Metrics and Customer Experience Stats in 2016 to Guide you this 2017

Did you know that there is still 18% of small businesses who does not track anything at all? Or that only 45% of B2B marketers are confident that they have decent, if not high, levels of customer centricity? Shocking, right? Have a look at where B2B marketing & metrics and customer experience stands last year and make sure you come up with tactics this year to avoid an increase in that 18% and 45%.

Marketing Analytics and Metrics

  • 45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (Contently)
  • Less than 30% of small businesses use website analytics, call tracking, or coupon codes. 18% of small businesses admit to not tracking anything at all. (MediaPost)
  • B2B marketers consistently cite sales lead quality, sales, and higher conversion rates as the top 3 most important metrics.(Content Marketing Institute)
  • 31% of B2B marketers say that sales lead quality is the most important metric.(Content Marketing Institute)
  • 2% of global marketers say they’re focused on predictive analytics and segmentation to better target and engage key audiences. (The GDMA &The Winterberry Group)
  • The top information used by marketers to inform paid optimization strategies is analytics (27%), followed by conversion rates (20%) and A/B testing (17%). (Formstack)
  • Measuring the revenue impact from digital marketing spend remains the toughest challenge for B2B marketers. (DemandWave)
  • The top three responsibilities of B2B marketers, in order of importance, are brand and positioning, lead generation and brand communications. But two years from now B2B marketers expect the top three will be understanding buyers, marketing technology tools and market/competitor analysis. (eMarketer)

Customer Experience

  • B2B marketers believe customer experience, personalization, and big data hold the most promise over the next five years. 22% of B2B marketers surveyed named customer experience as the greatest opportunity.(Econsultancy and Adobe)
  • Case studies reveal that integrated customer journeys provide a competitive advantage, in some cases doubling sales year over year. (Kapost)
  • 83% of CMOs stated that their organizational culture is crucial in the team’s productivity and quality of services they deliver. (PureB2B)
  • Approximately 90% of B2B companies are likely to switch partners even with just one single bad experience. (com )
  • Only 45% of B2B marketers are confident that they have decent, if not high, levels of customer centricity. (FierceCMO)
  • Only 23% of B2B marketers claim to have a customer-centric—versus a channel- or product-centric—organizational structure. (Kapost)
  • 56% of customers are more likely to buy with a personalized experience. (Usabilla)
  • 41% of customers interact with ads targeted at their interests compared to random ones. (Usabilla)
  • 45% of online customers buy more from sites offering personalized product recommendations. (Usabilla)
  • 94% of marketers say that optimizing creative workflows will be important in delivering a great customer experience.(Adobe)
  • Marketers are investing more heavily in the tools that help create great customer experience. (Kapost)
  • 70% of marketers will be investing in CRM, 69% in CMS and 67% in data analytics as the importance of improving the customer journey rises. (ALF Insight)