The same two technologies B2B marketers rated as most important now are also among the biggest winners in terms of ROI.
Technologies that facilitate content marketing will continue to be the most important marketing technology for US B2B marketers.
Email remains the tactic most critical to B2B marketing programs, but may soon cede that position to lead nurturing and content marketing.
Few marketers and eCommerce professionals (predominantly based in Europe) agree that they use insight from phone calls to tailor on-site content.
US online buyers told surveyor MarketLive in September that accessible information and customer service was very important when buying gifts online.