The 2015 Guide to B2B Marketing Technology

© Radius Intelligence. All Rights Reserved. www.radius.com#martech

2015 Guide to B2B Marketing Technology

MARKETING TECHNOLOGY

#martech


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Scott BrinkerCo-Founder & CTO at Ion InteractiveAuthor Chief Marketing Technologist Blog @chiefmartecColumbia, MIT, Harvard

MEET THE EXPERTS

David LewisFounder & CEO at DemandGen InternationalAuthor Manufacturing Demand@demandgendaveInc. 500 Global Consulting Firm

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DEMAND FACTORY Q & A➪ ➪ ➪


The culture of marketing has fundamentally changed...


80% of marketing executives surveyed say they need to restructure marketing to better

support the businessEconomist/Marketo


Only 22% view engagement in terms of love for a brand—now part of marketing’s legacy

Economist/Marketo

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32% increase in number of touches buyers receive/week SiriusDecisions

Suppliers have 12% of buyer’s total mindshare in B2B purchase path CEB

70% of B2B buying process happens online SiriusDecisions

75% of marketers responsible for entire customer experience Economist/Marketo

54% say data & tech is biggest barrier to customer-centric marketing Acxiom

58% unable to accurately attribute success across the funnel B2B Magazine

60% marketers globally pressured from execs to become more analytical MIT

13% of B2B organizations possess expert analytical skills in marketing SiriusDecisions

40% top area to develop skills is in marketing ops & technology Forrester

NEW CMO IN THE BOARDROOM


1876


1st telephone call made

Sardines first canned

Number of marketing technologies in 2015

All of the above.

A

B

C

1876

D


1st telephone call made

Sardines first canned

Marketing technologies in 2015

All of the above.

A

B

C

1876

D


“All of this makes marketing enormously complex and confusing and difficult to manage….but those

that nail it can create massively outsized advantages for themselves.”

Pat Grady, Sequoia Capital


ANNUAL YoY GROWTH OF 170%


65% of marketing execs will increase technology spend in 2015 with 28% increasing by more than 25% #martech Conductor


Marketing will spend $32.3B on technology by 2018–up 42% from 2015 #martech IDC


More than $50B invested in marketing technologies, $6.2B in investments and acquisitions alone in Q4 of 2014 #martech IDC


“While the marketing technology landscape is vast and varied,it’s slowly getting easier to manage.” #martech Scott Brinker, @Chiefmartec


“No technology is a strategy-in-a-box. And no strategy comes with a define technology bundle.” #martech Scott Brinker, @Chiefmartec

Copyright © 2014 | DemandGen® International, Inc.

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Copyright © 2014 | DemandGen® International, Inc.


THANK YOU FOR ATTENDING!MARKETING TECHNOLOGY

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The 2015 Guide to B2B Marketing Technology

Marketing

Transcript of The 2015 Guide to B2B Marketing Technology