A whopping 65% of CMOs are expected to spend more money on marketing technology this year. But what technology should you buy and what should you prioritize when building your own marketing stack?
Marketing experts Jonathan Margulies of the Winterberry Group and Joe Stanhope, SVP of Signal, present action steps marketers can take to align their technology and data investments with their cross-channel marketing goals.
You’ll learn:
- Key survey findings that detail how executive-level marketers are grappling with the marketing technology ecosystem
- Steps marketers can take to get the most ROI out of their marketing technology investments to power cross-channel capabilities
- How marketers can break down organizational silos and use people and processes to power their data strategy
3. Key Findings
• Marketing Data Technology
Breaking Down Silos
• Action Steps for Marketers
Q&A
Today’s Agenda
4. We help marketers build the right foundation
for cross-channel marketing.
> We’re a SaaS marketing technology company founded in 2009.
> We’ve got 150+ people on our global team.
> We’ve raised $50 million from leading investors.
> More than 10,000 brands and agencies rely on our
patented, real-time solution.
5. About Winterberry Group
• Corporate/Growth Strategy
• Marketing System Engineering
• M&A Strategy and Due Diligence
• Market Intelligence
• Investment Banking, through
6. New White Paper Published January 20
Made possible by the generous
support of:
19. • Cross-channel marketing remains an
unrealized goal
• Less than half of marketers are
leveraging data and technology for
key cross-channel initiatives such
as targeting, engagement and
measurement.
• There are no one-size-fits-all solutions
There’s no easy button for marketing.
20. Complexity is the new norm
Enterprise marketers on average are using more than 12 distinct
toolsets to support data-driven marketing efforts.
A notable minority (9 percent) regularly work with 31 or more.
Data Dependent
The most commonly used toolsets – such as analytics platforms
powering audience segmentation and predictive modeling – rely on a
constant feed of consumer data to perform well.
Organizational Silos
Within the typical marketing organization, five stakeholder groups –
including digital, analytics, media-buying, loyalty and direct marketing
– utilize different tools
Lack of integration
More than 60 percent of marketers said better integration of existing
tools would help them derive greater value from data.
Why?
22. • Technology selection evolving beyond
tactical features and functionality
• Long term value drivers:
• Integration
• Interoperability
• Scalability
• Speed
The New Marketing
Technology Priorities