About half of marketers worldwide are integrating data across their tech stacks, according to a January 2018 survey from Ascend2. While a slight majority are integrating data, 43% of respondents reported that they’re merely talking about doing this.
Not only is content marketing by far the top digital priority for B2B marketers this year, but it’s also the discipline most likely to get a spending hike this year.
The presence of analytics skills on the marketing team is viewed as the most critical success factor for effective marketing over the next 2 years.
The vast majority of senior B2B marketers are using basic marketing analytics tools such as web analysis (91%) and spreadsheets (80%), but more advanced technologies such as predictive analytics and social analytics will require more attention.
Roughly 4 in 10 in-house marketers and agencies are either using, implementing, or budgeting for predictive analytics.
Company marketers see an improved customer experience as their top goal for using data in marketing, while agencies are slightly more focused on identifying new audiences and customers.
Predictive marketing is quickly becoming important among business-to-business (B2B) marketers.
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.