By Lisa Heay, Marketing Consultant for Heinz Marketing
On the 6th day of B2B Marketing, let’s talk marketing technology. It’s easy to get lost in the vast array of tech options at marketers’ fingertips these days. According to chiefmartech.com, almost 5,000 companies are now part of the marketing technology landscape, a huge leap from the 150 back in 2011.
Marketing technology has been a dream come true for marketers – it’s enabled a streamlined, but wider reaching approach to demand generation, lead generation, design, social media management, content amplification, reporting—the list goes on and on. Today, as marketers are increasingly accountable for revenue performance and accelerating the sales pipeline, it’s easy to be distracted by all the fun tools and possibilities tech offers, but it’s so important to make sure your marketing strategy comes first.
Here are some articles that provide some great insight into the MarTech landscape and how to successfully navigate it.
After attending this year’s SiriusDecisions TechExchange, Brian Hansford reviewed their Marketing Technology Justification Framework – which helps buyers determine priorities in a logical manner to answer “why purchase now?” and “why this specific marketing technology?”. With 2018 right around the corner, this may be just the tool you need as you work through your marketing tech stack plans for the coming year.
Scott Brinker dives in to examine the results of Gartner’s recent CMO Spend Survey 2017-2018. Though the results show that the percentage of the CMO’s budget that is allocated towards marketing technology has dropped by 15%, from 27% in 2016 to 22% of his or her budget in 2017, he explains some important and interesting considerations that could explain the drop.
2017 is coming to a close, and with it, come the many 2017 year in reviews, and what to expect in 2018 pieces. However, Peter Isaacson has a different spin, and tells us what not to expect in the coming year in marketing. Check it out!
Brian Hansford explains four powerful marketing technology categories that help drive ABM success, including CRM-Marketing Automation, Predictive Account Intelligence, Sales Enablement, and Marketing Performance Management and Attribution.
Douglas Karr has shared this interesting infographic created by BrainBoxol, The Tech Evolution And How We All Fit In, that details each of the generations and some of the behaviors they have in common with regard to technology adoption. Check it out!
Check back tomorrow for Day 7 of the 12 Days of B2B Marketing: Personas