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Highlights from Widen’s 2019 Martech Survey: Widen your perspective of your broader technology ecosystem

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In this presentation, we’ll share exclusive highlights from Widen’s 2019 martech survey. You'll learn what martech investments and integrations are trending most among Widen customers and stay on top of the hottest martech trends.

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Highlights from Widen’s 2019 Martech Survey: Widen your perspective of your broader technology ecosystem

  1. 1. Highlights from Widen’s 2019 Martech Survey Widen your perspective of your broader technology ecosystem April 24, 2019
  2. 2. 1 2 3 Insights from The MarTech 2019 conference Highlights from Widen’s 2019 martech survey, including the top trends and most popular by category How Widen can help What we’ll talk about today
  3. 3. Situation What do they do? The average enterprise has 91 marketing technologies 1 How do they interact? How do we fully utilize them for optimal efficiency? 1 Source: Mary Meeker, Internet Trends Report for 2017, Kleiner Perkins, 2017, 190.
  4. 4. Understand all that you own Utilize the capabilities to fullest potential Know what gaps to fill next Manage all content in one place Leverage the data you have Understand how your work is paying off Impact Imagine a dream state where you...
  5. 5. Resolution Approach your marketing technology with digital asset management (DAM) at the core DAM
  6. 6. From information management to marketing enablement Tighter integration between Creative, Marketing, and IT Increasing adoption of agile methodologies Emerging consensus on metrics Rise of omnichannel This just in Source: Jarrod Gingras, "Why Digital Asset Management Is Now Officially Martech," CMSWire, April 12, 2019.
  7. 7. Why martech matters Digging deeper
  8. 8. To empower organizations to connect with the world in effective and efficient ways. Why martech exists
  9. 9. In other news As martech investments increase, we expect increased visibility into marketing performance Source: Jennifer Videtta, "Marketing Technology Grabs 29 Percent of 2018 CMO Budgets, Survey Says," MarTech Today, April 9, 2019
  10. 10. Most challenging barriers to success of marketers agree integration is the biggest obstacle to success Ascend2 Marketing Technology Trends Survey, November 2018 52% Source: Ascend2, Marketing Technology Trends: Survey Summary Report, November 2018
  11. 11. Integrated information systems → Increased productivity Connecting systems and processes will increase the value of your content through reuse and decrease in rework. Aligning entire workstream → Increased collaboration Your holistic strategy will bring teams together, allowing them to understand the part they play in the entire workstream. Creating validation processes → Mitigated risk of litigation A reality for businesses, the release of incorrect or sensitive information can results in costly mistakes or lawsuits. Benefits Connecting your martech
  12. 12. Martech® conference 2019 highlights
  13. 13. GOALS Growth over time Source: Scott Brinker, "Marketing Technology Landscape Supergraphic (2019): Martech 5000 (actually 7,040)," chiefmartec.com, April 4, 2019.
  14. 14. GOALS It’s more than a little intimidating …
  15. 15. GOALS … but digital asset management (DAM) can be the hub of your martech stack
  16. 16. Widen’s integration ecosystem
  17. 17. GOALS The martech lifecycle Source: Scott Brinker, "3 Trends Driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers," chiefmartec.com, January 21, 2019.
  18. 18. GOALS The golden ages of martech Source: Scott Brinker, "3 Trends Driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers," chiefmartec.com, January 21, 2019.
  19. 19. More and more customer touch-points are digital or digitally supported across your organization Marketing is increasingly at the center of that - orchestrating everything that your company is providing to your customers across your product, sales, and support communications. Widen is committed to being your customer experience platform Conduct marketing campaigns, enable sales, and serve content across your digital experience. Those who survive put focus on the total customer experience Widen supports your digital transformation The martech lifecycle Source: Scott Brinker, "3 Trends Driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers," chiefmartec.com, January 21, 2019.
  20. 20. GOALS Jobs in martech Source: Scott Brinker, "Marketing Technology and Operations Salary Survey 2019 Results (free report)," chiefmartec.com, April 4, 2019.
  21. 21. GOALS Jobs in martech Source: Scott Brinker, "Marketing Technology and Operations Salary Survey 2019 Results (free report)," chiefmartec.com, April 4, 2019. What do those people do? ● They research and recommend the technology. ● They operate the marketing technology. ● They train and support marketing staff. ● They integrate their martech products. ● They monitor the quality of the data flowing into them. As you continue to add more martech to your stack, you need dedicated people in these roles.
  22. 22. Widen’s martech survey highlights
  23. 23. Decision-maker roles Martech investment decisions Marketing/Sales Leaders - 24.7% CMO, VP Marketing and Communications, VP Global Marketing, VP Sales and Marketing, Director Sales IT Leaders - 23.4% CIO, CTO, Director of IS/IT, Director of Marketing Technology, VP of Technology, Global IT Director Digital Leaders - 11.7% Director Digital Marketing, Director Digital Strategy, Director Web Technologies, Chief Digital Officer Executive leadership - 11.7% VP, Owner, Executive Management, Business Analyst, CEO, AVP, Co-founder, VP Finance Martech integration decisions IT Leaders - 25.0% CIO, CTO, Director of IT, Software Manager, Web Architect, Web Developer Digital Leaders - 20.8% Chief Digital Officer, Director of Digital, VP Digital Strategy, Web Manager, Digital Asset Manager Marketing Leaders - 15.3% VP Sales & Marketing, VP Marketing and Communications, VP Global Marketing Team effort - 12.5% No titles listed
  24. 24. Most popular categories Widen customers are most interested in integrations with... Web content management - 56% Video management - 51% Social media management - 42% Project management - 36% Marketing automation - 33% Product information management - 21% Content planning and scheduling - 18% Sales enablement - 17%
  25. 25. Most popular current integrations Widen customers have integrated with these solutions most Adobe Creative Cloud Search for assets within Photoshop, Illustrator and InDesign Salesforce CRM Search for assets within leads, accounts, contacts, and opportunities Wordpress Search for assets within the Wordpress library Sitecore Search and insert assets within Sitecore pages Workfront Send assets from Workfront to the Widen Collective®
  26. 26. Most popular planned integrations Widen customers plan to integrate with these solutions most Adobe Creative Cloud SharePoint Salesforce CRM Salesforce Marketing Cloud Workfront work management Asana work management Showpad sales enablement Wordpress web content management Sitecore web experience management
  27. 27. Most popular new investments Widen customers have added these tools most in the last year Wrike work management Workfront work management Microsoft Teams Salesforce Marketing Cloud Marketo marketing automation
  28. 28. Most popular planned integrations Widen customers plan to integrate with tools in these categories most in the next 12 months Marketing automation To extend assets across all digital touchpoints Project management To send final assets to the Wide Collective from closed projects Product information management To syndicate assets and product information to e-commerce channels
  29. 29. Most popular API uses Widen customers have used the Widen Collective API for... Content management systems (CMS) Third-party platforms like Sitecore, Kentico, Wordpress, and internal proprietary tools External sites Public interfaces, mobile apps, distribution services, print supplier portal Other enterprise apps Stibo STEP MDM, SharePoint, LinkedIn Learning, Box
  30. 30. Most popular martech by category Digging deeper
  31. 31. Widen’s martech ecosystem Let’s look at the most popular products per category for integrations with DAM
  32. 32. SAP Hybris Informatica Akeneo Stibo InRiver Riversand Salsify Product information management Product information management
  33. 33. Salesforce Microsoft Dynamics HubSpot NetSuite SAP CRM Customer relationship management Customer relationship management
  34. 34. Jira Basecamp Trello Workfront Smartsheet Wrike Microsoft Asana Project management Project management
  35. 35. Drupal WordPress Sitecore Adobe Experience Manager HubSpot Kentico Sitefinity Episerver Web content management Web content management
  36. 36. Salesforce Marketing Cloud Marketo HubSpot Oracle Eloqua Marketing automation Marketing automation
  37. 37. Hootsuite Sprout Social Hubspot TweetDeck Salesforce Social Studio Spredfast Sprinklr Social media management Social media management
  38. 38. Wistia Brightcove Kaltura Vidyard Online video platforms Online video platforms
  39. 39. Salesforce Commerce Cloud SAP Hybris Shopify IBM Digital Commerce Magento E-commerce E-commerce
  40. 40. Widen’s martech ecosystem
  41. 41. How Widen can help
  42. 42. Most do not have a roadmap for integrations and onboarding new products (or don’t know if they do). Start with a strategy
  43. 43. Martech strategy design For new and existing Widen customers Change management For new and existing Widen customers Process improvement For existing Widen customers Widen consulting Get the right strategic foundations in place for optimal efficiency
  44. 44. Managed integrations Custom integrations Martech categories Project management Customer relationship management (CRM) Marketing automation Content marketing Social media management Product information management (PIM) E-commerce Sales enablement Widen partners New full service integration deployment partner +
  45. 45. Questions? Contact: marketing@widen.com www.widen.com

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