Sixty-one percent of marketers say their enterprise organization is extremely or very committed to content marketing. Yet, only 24% rate their proficiency in content marketing technology as “advanced” or “expert,” according to new research from the Content Marketing Institute.
As we look at the most important martech trends for the New Year, one thing becomes evident, and it’s no surprise: spend on martech is increasing.
Thanksgiving has come and gone, but there is still a lot to be thankful for as we move into the holiday season and prep for the New Year. Tech stacks, in particular, have been the saving grace for many B2B marketers — positioning them to automate aspects of their buyer’s journey, personalize engagement and scale their teams’ efforts.
The B2B marketplace has been in an ABM renaissance, if you will, for the past several years. The ad tech space, in particular, has seen itself homing in on account-focused offerings to help organizations get in front of the right stakeholders at target accounts — where and when they need to engage.
Every year, the marketing technology landscape continues to grow and expand with new solutions and technologies designed to help B2B marketers do their jobs better. In 2018, Scott Brinker’s Martech Landscape “Supergraphic” showed 6,829 marketing technologies on the market — a 27% growth compared to 2017.
If you (like me) thought that the marketing technology landscape was going to begin consolidating as tech users searched for a healthy balance of integrated technology—you were sadly mistaken. In all, there are more than 5,300 technology solutions according to the newly announced 2017 Marketing Technology Landscape Supergraphic—a 39% increase from last year.
KiteDesk is a sales prospecting software that enables salespeople to pursue leads using information such as lead data, email, phone, calendar and reports. The company recently upgraded its KiteDesk FIND product, which offers search capabilities designed to deliver faster and more comprehensive lead targeting with Tech Stack data.
Close to 80% of all B2B marketers are now tasked with driving revenue, yet barely a third can demonstrate any credible financial results. Marketing is stuck and must hit the reset button to get out of its own quagmire.
I’ve had more than a few conversations with B2B marketers lately who are starting to question the amount of hype that account-based marketing (ABM) has generated over the past year. That is not surprising when you consider that nearly every MarTech vendor is now spinning a story around ABM.