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B2B Firms Turn to Marketing Technology to Court Buyers

CRM and marketing automation are seeing wide adoption

June 2, 2016 | B2B | Marketing Technology

Business to business (B2B) marketers are doubling down on various marketing technology tools in 2016 as they look for new ways to attract the sector’s increasingly savvy customer base. According to research from B2B content platform Kapost, mid- and senior-level marketers from a wide variety of B2B firms increasingly rely on marketing technology to fulfill a variety of needs.

Technologies in Which US B2B Marketers Have Already Invested/Plan to Invest in 2016 (% of respondents)

Some 71% of B2B executives had already invested, or planned to invest, in a CRM-focused marketing technology like Salesforce. In addition, 63% of executives already had invested, or planned to put more investments, in marketing automation, while 57% said they were investing in content management systems.

These marketing technology systems also appear to align with B2B executives’ digital marketing initiatives for the remainder of the year. In Kapost’s study of planned marketing programs for 2016, content and social marketing were the two top disciplines mentioned, matching up with the content management systems mentioned above.

Marketing Tactics in Which US B2B Marketers Are Investing in 2016 (% of respondents)

Other planned marketing programs like events and inbound marketing were also popular, aligning with marketing technology systems like CRM and marketing automation.

Another key component of this marketing technology push by B2B marketers is analytics and measurement. When considering how a B2B executive might measure their new tech-focused tools, Kapost’s found that 44% prioritized content conversions, while another 35% pointed to external reach metrics like engagement or traffic by channel.

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