B2B Marketers See Most Value in CRM Tools - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

B2B Marketers See Most Value in CRM Tools

A recent survey finds it more beneficial than web analytics or social media marketing tools

May 24, 2017

When it comes to marketing technology tools, business-to-business (B2B) marketers have a host to choose from. According to a March 2017 survey of US B2B senior marketers from Software as a Service (SaaS) lead generation company Leadspace, the tools they find most valuable are customer relationship management (CRM) and marketing automation.

Most Valuable Marketing Technology Tools According to US B2B Senior Marketers, March 2017 (% of respondents)

In fact, more respondents described these tools as valuable than other options, such as web analytics (27%) or social media marketing tools (20%).

But that’s not really surprising given the popularity of CRM and marketing automation tools, and how closely they are tied to B2B marketers’ goals of driving growth and leads.

By and large, marketers are continuing to lean on automation technology to drive leads.

Separate data from email marketing and automation firm are helping businesses with sales tasks like creating repeat buyers, onboarding new customers and, perhaps most importantly, generating new leads.

Rimma Kats

New Report in eMarketer PRO This Week

Facebook Advertising 2017

As Facebook looks to new formats such as mid-roll video ads and messaging ads, concerns remain over video ad engagement, measurement and more. This report, based on extensive interviews with marketers and ad agency executives, digs into five factors that could impact future growth—and what marketers need to know about them. Preview Report

Not a PRO subscriber? Find out how to become one.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.