B2B Executives Focus on the Customer in Marketing Technology Spend - eMarketer

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B2B Executives Focus on the Customer in Marketing Technology Spend

Marketing automation and CRM tools enable a new customer-centric approach

April 28, 2016

Customer centricity, a philosophy built around identifying and targeting a company’s most profitable customers to drive growth, has earned a growing following among those in the B2B sector. According to a research from marketing automation firm Squiz, 83% of senior B2B marketers in the US and UK report that customer centricity was "very important" to their marketing efforts.

Usage and Importance of Customer Centricity in Marketing According to UK/US Senior B2B Marketers, Feb 2016 (% of respondents)

As it turns out, marketing technology tools are making this new customer-centric approach possible, tapping into such disciplines as marketing automation and CRM to better segment and communicate with key purchasers. In the same Squiz study, 47% of senior B2B marketers indicated they would be reviewing or purchasing marketing automation technologies in the next 12 months, while another 37% mentioned the same for CRM technologies.

Separate data also points to a growing link between marketing automation and CRM technology, particularly among B2B marketers. A November 2015 survey of B2B marketers by DemandWave found that 80% had integrated their marketing automation and CRM systems, suggesting that marketing technology tools are an increasingly essential component of B2B firms’ marketing budgets and efforts.

US B2B Marketers Whose Marketing Automation System Is Integrated with CRM, Nov 2015 (% of respondents)

As marketers consider how to deploy marketing technology tools across their organization, both now and in the future, it appears that these types of customer-focused applications are taking priority. As early as 2014, eMarketer noted that topics like customer service, customer retention and customer experience would be key areas for marketing technology investments in the years to come.

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