B2B marketers are seem reasonably satisfied with their tech stacks. But they face challenges when adding new systems, according to Marketing Technology Implementation From the B2B Perspective, a study by RollWorks, in partnership with Ascend2.
Of the companies polled, 52% say their marketing technology is very good at improving performance. But 44% feel it is only somewhat effective, and 4% say it is unsuccessful.
That leaves “48% of those surveyed reporting less-than-adequate technology stacks under delivering on goals set for them,” the study notes.
Their main challenges are:
But those hurdles aren’t stopping them — 79% are increasing their budget for adding new marketing technology this year, 20% significantly and 59% moderately. Only 6% expect a decrease, and 15% foresee no change.
The respondents list these goals:
And which technologies do they see as having the most impact on marketing strategy in the next year? They include:
The respondents believe in regular evaluation of technology—39% at least quarterly, 32% at least monthly and 19% twice annually. In addition, 7% believe in doing it once annually, and 3% at other frequencies.
What do firms look for when evaluating new marketing technologies?
In a related finding, 91% agree it is essential for a new marketing technology to be easily implemented into the existing stack, with 52% strongly concurring.
Ascend2 surveyed a panel of marketing influencers and research subscribers.