New Report from ON24 Highlights Digital Marketing Maturity as Key Driver of Revenue Growth
ON24 (NYSE: ONTF) released a survey titled "The State of Digital Maturity in Europe," highlighting that 52% of successful companies exhibit high digital maturity. The survey involved over 800 marketing leaders across 12 European countries and found a correlation between high digital marketing maturity and business performance. Key findings include 87% of successful firms aligning digital strategies with sales goals and 81% leveraging first-party data. However, it also noted that merely one in five marketers effectively utilizes data to optimize engagement, indicating opportunities for improvement. The report outlines strategies for B2B marketers to drive growth in 2023.
- 52% of successful companies show high levels of digital maturity.
- 87% of top-performing firms align their digital strategies with sales and marketing goals.
- 81% of marketers leverage first-party data for strategy.
- Only 20% of marketers use data to optimize digital engagement.
- Many marketers fail to personalize digital experiences despite collecting necessary data.
Utilizing responses from hundreds of European digital marketers, report reveals
“Having a clear plan and path to maturing your digital strategy is critical when striving to drive revenue growth, innovation and differentiation,” said
Uncovering the Key Components of Digital Marketing Maturity
“The State of Digital Maturity in Europe” found a strong correlation between business performance and digital marketing maturity, with marketers at high-revenue companies scoring at the highest levels of maturity. In comparing European countries, the most mature marketers come from companies based in
Among the top-performers, goal-setting was a shared best practice, with the majority aligning their programs to pipeline goals and viewing success in terms of revenue growth. In fact,
Even
However, the report also found that even the most mature marketers have room to grow. While marketers are successfully setting goals and creating a strategy that aligns with those goals, they are not continuously measuring their progress against those targets: only one in five of those surveyed using data-driven insights to optimize digital engagement throughout the year. This disconnect demonstrates that even the most mature marketers face a gap in performance metrics which could limit the ability to predictably improve results over time.
While European B2B marketers are collecting data, they’re also struggling to utilize the analytics and insights they’ve gleaned to make gains and take action. Only one in five are using this data to revise strategy, and a majority of European B2B marketers are not personalizing digital experiences. The majority of marketers are already collecting the necessary data, so this is a significant missed opportunity to leverage the data to drive increased digital engagement.
“This report showcases that, while European B2B marketers are on the right track, there is a critical gap when it comes to using the existing resources, like data and analytics, to inform engagement strategy,” says
To determine digital maturity,
By outlining the key aspects that make up a digitally mature marketing company, the report reveals significant opportunities for B2B marketers to drive growth in 2023. Moving forward, marketers should leverage data to drive digital engagement, deliver intelligent campaigns, inform optimization and enable personalization at scale. When these steps are taken, marketers can advance digital maturity and improve business results.
To download the full report, visit ON24’s website here.
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