For marketers, technology alone is not the solution to achieving marketing goals, but when you understand your goals and implement the right marketing technology to meet your goals. , it's the perfect combination to produce the results you need to succeed.
Effective marketing technologies should expand the capabilities of the team and the strategy behind them. B2B marketers are faced with the major challenge of determining which tool will best suit their needs while seamlessly integrating into a martech stack now available to ensure optimal performance.
But how are B2B marketers upgrading their marketing technology to meet business goals?
Ascend2 Cooperation with RollWorks surveyed 145 B2B marketing professionals and here are a few insights into the study and key takeaways from it, Implement Marketing Technology from a B2B Perspective .
Insight #1: Think Efficiency
B2B marketing professionals know that their technology stack is only as good as the data passing through it. High-quality data enables B2B marketers to make informed decisions that drive a positive impact on their bottom line. That's why 41% of those surveyed set a goal to improve data quality when implementing marketing technology.
The most important goals for implementing marketing technology, according to B2B marketers
Key: If your martech goal is efficiency, consider an account-based approach. Account-based marketing (ABM) means taking a fit-first approach to B2B marketing, making sure you're targeting only the accounts most likely to buy. Research shows that 94% of marketers find ABM to be successful in achieving their key goals. The more targeted you are in defining your best audience, the more effective you can improve your overall programs.
Insight #2: Think strategically
Executing a marketing technology implementation strategy as well as determining which technology best fits the needs of their business are both top challenges reported by 43% of marketers for B2B businesses. More than a third (37%) of the B2Bs surveyed also feel constrained by the budget allotted to technology.
The biggest challenges when implementing marketing technology
Key: If your biggest challenge is in execution, find tools that are easy to use and integrate well with other technologies in your stack. Choosing the right tools is difficult, but ensuring that your martech suppliers have a great experience of success and customer success will ensure you can execute your full strategy. me. Successful companies identify a specific marketing challenge, develop a strategy, integrate different technologies to meet the challenge, and measure results to confirm success.
#3: Top consideration: Think comfort in use
When evaluating new marketing technologies, what is most important to B2B marketers? An easy-to-deploy and leverage tool that enables marketing teams to make their efforts more effective. Nearly half (47%) of B2B surveyed agree that ease of use is a top priority when it comes to new marketing technology.
These are the top considerations when evaluating new martech for B2B marketing
Key lessons learned: Above all, B2B marketing technology needs to be user-friendly and customizable. You'll want to look for tools that allow you to build and measure your programs in a way that works best for your business. If you want to target specific accounts, the good news is that the technology that powers your strategy isn't just reserved for enterprise companies with large budgets — now SMEs can access to fast, affordable, and customizable account-based tools.
Insight #4: Think Growth
From a B2B perspective, the budget for implementing new marketing technology is trending up next year. 59% of marketers working for B2B companies expect a moderate increase in their budget for new year martech rollouts while a fifth of B2B marketers expect a significant increase.
Here's how the budget changes for a martech rollout in 2021
Lesson learned: While 2020 is the rollercoaster of a year, martech is going strong. To meet the needs of next year, expect B2B marketers to rethink and expand their tech arsenal to reach their audiences in new, innovative ways. And the data shows that budgets are growing to support continued investment.
Insight #5: Think Real-Time
For B2B marketers, having real-time data allows for prioritizing campaigns and efforts that are more likely to deliver meaningful results. 43% of B2B marketers report that real-time marketing will have the most impact on their overall marketing strategy in the coming year.
Emerging Marketing Technologies for 2021
Key lessons learned: Real-time marketing and AI lead the pack, revealing that B2B marketers are hyper-aware that reaching the right audience, at the right time, with the right message requires smart technology. Both are key players in ABM technology, with the power to help marketers in areas such as identifying the companies best suited to their solutions, knowing when sales should hit and save money by serving them with the right message — all key ingredients to winning a B2B marketing strategy in 2021.
Epilogue
What marketing technology tool do you plan to implement in the next year? How will you ensure optimal performance of the tools you deploy? Which marketing strategy do you enjoy testing the most?
You can download the whole Implement Marketing Technologies from a B2B Perspective Report for more data, tips, and strategies to plan, implement, and optimize your marketing technology rollout this year.
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