itsma marketing technology users survey abbreviated summary

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

O 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 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.

http://www.itsma.com/research/online-survey-realizing-the-promise-of-marketing-technology/


of B2B marketers believe that marketing

technology is critical to deliver on

marketing’s business objectives now.

Note: N~83 Source: ITSMA Survey: Marketing Technology, March 2013

The marketing technology train

60% 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.

is leaving the station

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.

21% say marketing technology will

be critical in two years.


But a handful of marketers have successfully addressed these problems

11

14

41

22

8

3

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.

How would you rate your marketing organization’s performance

on the following? Mean Rating

3.6 3.5

3.4 3.3 3.3

2.9 3.0

2.8 2.6

2.2

Targetingcustomers*

Contributing torevenue growth*

Generatingleads*

Achieving targetedor exceeding

campaign ROI*

Measuringcampaign ROI*

Technology Frontrunners (N~23) Technology Followers (N~45)

Significantly

underperforming 1

2

3

4

Industry

best practice 5

Don’t know

How would you rate the overall business value

of your organization’s marketing technology

initiatives? % of Respondents (N=87)

* Indicates a statistically significant difference. Source: ITSMA Survey: Marketing Technology, March 2013


The top 30% are also better able to manage marketing performance

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 2013

How strongly

do you agree

or disagree

with the

following

statements?

Mean Rating

3.8

3.5

3.5

2.4

2.6

2.1

TechnologyFrontrunners(N~23)

TechnologyFollowers(N~45)

1=

Disagree

strongly

5=

Agree

strongly

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*


The frontrunners use technology more and they use more types of technology

Note: Frontrunners N~21; Followers N~45. Source: ITSMA Survey: Marketing Technology, March 2013

Currently Use A few kinds of

software everyone

uses: SEO, website

analytics, CRM, email

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.

Search engine optimization (SEO)

Web analytics

CRM

Web content management

Email 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


Creative/

messaging

aspects are

more

valued

Evenly split

Data/

analytics

aspects

more

valued

Creative/

messaging

aspects are

more

valued

Evenly split

Data/

analytics

aspects

more

valued

The frontrunners foster a culture that values data and analytics as much as, if not more than, marketing’s creative legacy

. Source: ITSMA Survey: Marketing Technology, March 2013

Thinking about the “tone from the top,” what is more valued

in your marketing organization? % of Respondents (N=79)

54

6

41

28

12

60

Frontrunners Followers

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.


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


Study Methodology

Source: ITSMA Survey: Marketing Technology, March 2013

Online Survey

Survey invitations were

emailed during March

2013 to ITSMA member

and select non-member

companies

87 Users of marketing

technology completed

the survey

ITSMA Analyzed the Data Three Ways

Technology

frontrunners

Technology

followers

Less than $1B

Equal to or more

than $1B

Sells products

and services

Primarily services

Company Type

Company Size

Value Delivered from

Marketing Technology


Type

68%

32%

Respondent Titles

Industry Subsector

40%

29%

21%

10%

Sell both products

and services

Primarily sell services

(10% or less revenue

from products)

Director

Member of the

functional or line of

business leadership team

Manager

Individual contributor

Source: ITSMA Survey: Marketing Technology, March 2013

Size

47% 53% $50–999M $1B or more

Survey Demographics

23

18

18

17

16

7 Other

Business services

Software solutions

IT professional services/consulting(IT strategy and planning)

Computer and other technologysystems and solutions

Telecommunications and networksystems and solutions

% of Respondents (N=87)


For More Information

www.itsma.com

Study Buy the Member: $295

Non-member: $495

Dan Armstrong

Director

Research and Thought Leadership

ITSMA

[email protected]

+1-781-862-8500, Ext. 143 www.visionedgemarketing.com

Table of Contents Slide

Executive Summary 3

Methodology and Respondent

Demographics 30

Detailed Findings 38

Crosstabs 61

Value Delivered from Marketing

Technology 61

Company Size 94

Company Type 127

Want to learn more? Here’s what’s included in the full study

http://www.itsma.com/

mailto:[email protected]

