B2B Marketing Technology: Top Tools, Objectives, and Challenges

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by Ayaz Nanji
Nearly two-thirds (65%) of B2B companies say they plan to increase their marketing technology budget in the near future, according to a recent report from Informatica, Dun & Bradstreet, and Ascend2.

The report was based on data from a survey of 135 marketing, sales, and business professionals who work at a wide a range of company sizes.

Some 46% of respondents say they expect their marketing technology budget to increase marginally in the near future, and 19% expect their budget to increase significantly; 29% expect no change and 6% expect a decrease.

Below, additional key findings from the report.

Technologies Used

  • 89% of respondents say their B2B company uses an email marketing tool.
  • 70% use a social media management platform.

Objectives

  • 56% of respondents say increasing the number of leads generated is one of the top reasons for using marketing technologies.
  • 53% say increasing sales revenue is a top objective.

Challenges

  • 52% of respondents say among the biggest challenges they face with marketing technologies is integrating various platforms and systems.
  • 39% say among the top challenges is a lack of an effective marketing technology strategy.

About the research: The report was based on data from a survey of 135 marketing, sales, and business professionals who work at a wide a range of company sizes (16% work at enterprises; 30%, at midsize companies; 54%, at companies with fewer than 50 employees).