While email remains hugely popular with consumers, email marketers are having a tough time growing their audiences.
Client-side marketers are taking a bigger role in shaping business strategy and influencing product innovation and new business models, reports the Association of National Advertisers.
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.
Nearly eight in 10 client-side marketers said they would increase digital marketing technology spending in 2015, vs. 70% in 2014.
An overwhelming percentage of B2B marketers saw benefits from marketing automation in the area of improved lead management and lead nurturing.
CRM software won out by 6 percentage points.
86% of senior marketers agree that it’s either absolutely critical or very important to create a cohesive customer journey across all touchpoints and channels.
Most CRM users are satisfied with their product and about three-quarters feel that it has improved access to customer data.
The global CRM software market grew by 13.7% to reach $20.4 billion last year, with more than 41% of that total driven by software as a service (SaaS) revenues.