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ITSMA Marketing Technology Users Survey Abbreviated Summary
 

ITSMA Marketing Technology Users Survey Abbreviated Summary

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Over 350 marketing technology vendors are now knocking on your door, pitching software to automate, optimize, monitor, distribute, and analyze. There’s software to manage and fine-tune every piece ...

Over 350 marketing technology vendors are now knocking on your door, pitching software to automate, optimize, monitor, distribute, and analyze. There’s software to manage and fine-tune every piece of the marketing process. How automated, analytical, and data-driven is your marketing? Are you ahead of or behind the curve when it comes to leveraging marketing technology?
A handful of your marketing peers are industry leaders in applying technology to create business value. ITSMA’s marketing technology survey shows what they’re doing to get the most out or their technology investments—what categories of software they’re using, the skills they’re hiring, how they’re reorganizing, and the ways in which their relationships with sales and IT are evolving. Read the survey results to discover how you can up your technology game.

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    ITSMA Marketing Technology Users Survey Abbreviated Summary ITSMA Marketing Technology Users Survey Abbreviated Summary Presentation Transcript

    • Realizing the Promise ofMarketing TechnologyJulie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMADan Armstrong, Director, Research and Thought Leadership, ITSMAAbbreviated Summary | March 2013O N L I N E S U R V E Y©ITSMA 2013 Marketing Technology Survey: Users of Technology . All rights reserved. Not for reproduction or redistribution without permission.
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.Abbreviated SummaryMarketers are investing heavilyin technology. But two-thirds ofthose surveyed are getting onlyaverage or below-averagereturns on their technologyinvestments.This abbreviated summaryhighlights some of the mostsignificant findings of ITSMA’sMarketing Technology Survey.A more in-depth analysis can befound in the full report.ITSMA’s Marketing TechnologySurvey tells the story of ahandful of pioneers whomanaged to extract seriousvalue from thetechnology they’veimplemented—and what makesthem different.
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.of B2B marketers believe that marketingtechnology is critical to deliver onmarketing’s business objectives now.Note: N~83Source: ITSMA Survey: Marketing Technology, March 2013The marketing technology train60%Six out of ten marketers think thatmarketing technology will becomeindispensable to them very soon, if itisn’t already. But two-thirds also saythat they’re getting only average orbelow-average business value fromtheir marketing technology.is leaving the stationWhat’s the problem?Not enough money, the wrongmix of skills, inefficientprocesses, fragmenteddata, poor quality data,and a deficientrelationship with IT.21%say marketing technology willbe critical in two years.
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.But a handful of marketers havesuccessfully addressed these problems1114412283We call the top 30% in terms ofachieving business value the marketingtechnology frontrunners.They’re not just better at technology.They’re better at marketing.How would you rate your marketing organization’s performanceon the following? Mean Rating3.6 3.5 3.4 3.3 3.32.9 3.02.82.62.2Targetingcustomers*Contributing torevenue growth*Generatingleads*Achieving targetedor exceedingcampaign ROI*Measuringcampaign ROI*Technology Frontrunners (N~23) Technology Followers (N~45)Significantlyunderperforming 1234Industrybest practice 5Don’t knowHow would you rate the overall business valueof your organization’s marketing technologyinitiatives? % of Respondents (N=87)* Indicates a statisticallysignificant difference.Source: ITSMA Survey: MarketingTechnology, March 2013
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.The top 30% are also better able tomanage marketing performanceNote: Mean rating based on a 5-point scale where 1=Disagreestrongly and 5=Agree strongly.* Indicates a statistically significant difference.Source: ITSMA Survey: Marketing Technology, March 2013How stronglydo you agreeor disagreewith thefollowingstatements?Mean Rating3.83.53.52.42.62.1TechnologyFrontrunners(N~23)TechnologyFollowers(N~45)1=Disagreestrongly5=AgreestronglyOur technology helps us tolink marketing metrics tofinancial goals*We have the ability to computeand compare our ROI acrossdifferent campaigns*We have fully integratedmarketing operations,execution, and analytics*
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.The frontrunners use technology moreand they use more types of technologyNote: Frontrunners N~21; Followers N~45.Source: ITSMA Survey: Marketing Technology,March 2013Currently Use A few kinds ofsoftware everyoneuses: SEO, websiteanalytics, CRM, emailmarketing.But then the gapwidens.What the frontrunnersare using now, thefollowers are thinkingabout using.What the frontrunnersare planning to useisn’t even on thefollowers’ radar.Search engine optimization (SEO)Web analyticsCRMWeb content managementEmail marketing platformCampaign management*Business intelligence/data analysisSocial media/brand monitoringEvent managementCustomer analytics/attribution*Community platformDigital Asset ManagementAutomation of inbound lead nurturingSocial promotion/managementAccount scoringPredictive analytics*Testing and optimization
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.Creative/messagingaspects aremorevaluedEvenly split Data/analyticsaspectsmorevaluedCreative/messagingaspects aremorevaluedEvenly split Data/analyticsaspectsmorevaluedThe frontrunners foster a culture that valuesdata and analytics as much as, if not morethan, marketing’s creative legacy.Source: ITSMA Survey: Marketing Technology, March 2013Thinking about the “tone from the top,” what is more valuedin your marketing organization? % of Respondents (N=79)54641281260FrontrunnersFollowersThere’s nothing wrongwith creative messaging.But the best-performingmarketers give equal orgreater weight to dataand analytics. Followersare more likely to be inthe opposite camp.
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.How to become a frontrunner Foster a culture thatvalues data and analytics Don’t skimp on process Create a strategyand plan Invest in technology, butalso training and adoption Collaborate with IT Rethink, reskill, reinvent
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.Study MethodologySource: ITSMA Survey: Marketing Technology, March 2013Online SurveySurvey invitations wereemailed during March2013 to ITSMA memberand select non-membercompanies87Users of marketingtechnology completedthe surveyITSMA Analyzed theData Three Ways Technologyfrontrunners Technologyfollowers Less than $1B Equal to or morethan $1B Sells productsand services Primarily servicesCompanyTypeCompanySizeValueDelivered fromMarketingTechnology
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.Type68%32%Respondent TitlesIndustry Subsector40%29%21%10%Sell both productsand servicesPrimarily sell services(10% or less revenuefrom products)DirectorMember of thefunctional or line ofbusiness leadership teamManagerIndividual contributorSource: ITSMA Survey: Marketing Technology, March 2013Size47%53% $50–999M$1B or moreSurvey Demographics23181817167 OtherBusiness servicesSoftware solutionsIT professional services/consulting(IT strategy and planning)Computer and other technologysystems and solutionsTelecommunications and networksystems and solutions% of Respondents (N=87)
    • ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.For More InformationDan ArmstrongDirectorResearch and Thought LeadershipITSMAdarmstrong@itsma.com+1-781-862-8500, Ext. 143Table of Contents SlideExecutive Summary 3Methodology and RespondentDemographics30Detailed Findings 38Crosstabs 61Value Delivered from MarketingTechnology61Company Size 94Company Type 127Want to learn more?Here’s what’s included in thefull study