Realizing the Promise of Marketing Technology

Transcription

1 O N L I N E S U R V E Y Realizing the Promise of Marketing Technology Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA Dan Armstrong, Director, Research and Thought Leadership, ITSMA Abbreviated Summary March 2013 ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.

2 Abbreviated Summary Marketers are investing heavily in technology. But two-thirds of those surveyed are getting only average or below-average returns on their technology investments. This abbreviated summary highlights some of the most significant findings of ITSMA s Marketing Technology Survey. A more in-depth analysis can be found in the full report. ITSMA s Marketing Technology Survey tells the story of a handful of pioneers who managed to extract serious value from the technology they ve implemented and what makes them different.

3 The marketing technology train is leaving the station 21% 60% of B2B marketers believe that marketing technology is critical to deliver on marketing s business objectives now. say marketing technology will be critical in two years. Six out of ten marketers think that marketing technology will become indispensable to them very soon, if it isn t already. But two-thirds also say that they re getting only average or below-average business value from their marketing technology. What s the problem? Not enough money, the wrong mix of skills, inefficient processes, fragmented data, poor quality data, and a deficient relationship with IT. Note: N~83 Source: ITSMA Survey: Marketing Technology, March 2013

4 But a handful of marketers have successfully addressed these problems How would you rate the overall business value of your organization s marketing technology initiatives? % of Respondents (N=87) Significantly underperforming We call the top 30% in terms of achieving business value the marketing technology frontrunners. They re not just better at technology. They re better at marketing. 4 Industry best practice 5 Don t know How would you rate your marketing organization s performance on the following? Mean Rating Technology Frontrunners (N~23) Technology Followers (N~45) * Indicates a statistically significant difference. Source: ITSMA Survey: Marketing Technology, March 2013 Targeting customers* Contributing to revenue growth* Generating leads* Achieving targeted or exceeding campaign ROI* Measuring campaign ROI*

5 The top 30% are also better able to manage marketing performance How strongly do you agree or disagree with the following statements? Mean Rating Our technology helps us to link marketing metrics to financial goals* We have the ability to compute and compare our ROI across different campaigns* We have fully integrated marketing operations, execution, and analytics* Technology Frontrunners (N~23) Technology Followers (N~45) Note: Mean rating based on a 5-point scale where 1=Disagree strongly and 5=Agree strongly. * Indicates a statistically significant difference. Source: ITSMA Survey: Marketing Technology, March = Disagree strongly 5= Agree strongly

6 The frontrunners use technology more and they use more types of technology Currently Use Search engine optimization (SEO) Web analytics CRM Web content management marketing platform Campaign management* Business intelligence/data analysis Social media/brand monitoring Event management Customer analytics/attribution* Community platform Digital Asset Management Automation of inbound lead nurturing Social promotion/management Account scoring Predictive analytics* Testing and optimization A few kinds of software everyone uses: SEO, website analytics, CRM, marketing. But then the gap widens. What the frontrunners are using now, the followers are thinking about using. What the frontrunners are planning to use isn t even on the followers radar. Note: Frontrunners N~21; Followers N~45. Source: ITSMA Survey: Marketing Technology, March 2013

7 The frontrunners foster a culture that values data and analytics as much as, if not more than, marketing s creative legacy Thinking about the tone from the top, what is more valued in your marketing organization? % of Respondents (N=79) 54 Followers 41 Frontrunners There s nothing wrong with creative messaging. But the best-performing marketers give equal or greater weight to data and analytics. Followers are more likely to be in the opposite camp. Creative/ messaging aspects are more valued 6 Evenly split Data/ analytics aspects more valued. Source: ITSMA Survey: Marketing Technology, March 2013 Creative/ messaging aspects are more valued 12 Evenly split Data/ analytics aspects more valued

8 How to become a frontrunner Foster a culture that values data and analytics Don t skimp on process Create a strategy and plan Invest in technology, but also training and adoption Collaborate with IT Rethink, reskill, reinvent

9 Study Methodology Online Survey Survey invitations were ed during March 2013 to ITSMA member and select non-member companies 87 Users of marketing technology completed the survey Value Delivered from Marketing Technology Company Size ITSMA Analyzed the Data Three Ways Technology frontrunners Technology followers Less than $1B Equal to or more than $1B Company Type Sells products and services Primarily services Source: ITSMA Survey: Marketing Technology, March 2013

10 Survey Demographics % of Respondents (N=87) Type Primarily sell products (10% or less revenue from services) 8% Respondent Titles Individual contributor 10% Primarily sell services (10% or less revenue from products) 32% 60% Sell both products and services Manager 21% Member of the functional or line of business leadership team 29% 40% Director Industry Subsector 7 16 Other Business services Size 17 Software solutions IT professional services/consulting (IT strategy and planning) Computer and other technology systems and solutions Telecommunications and network systems and solutions $1B or more 47% 53% $50 999M Source: ITSMA Survey: Marketing Technology, March 2013

11 Want to learn more? Here s what s included in the full study Table of Contents Slide Executive Summary 3 Methodology and Respondent Demographics 30 Detailed Findings 37 Crosstabs 60 Value Delivered from Marketing Technology 60 Company Size 93 Company Type 126 For More Information Dan Armstrong Director Research and Thought Leadership ITSMA darmstrong@itsma.com , Ext. 143