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It’s Time B2B Marketers Sweat The Small Stuff to Drive Bigger Results | CustomerThink | The MarTech Digest | Scoop.it

From customerthink.com - September 19, 2017 10:50 AM

"Not everyone has a big budget to spend on completely restructuring their marketing org, buying fancy technology, etc. Take a deep breath and start small to win big. Here’s how Kate Athmer of Integrate suggests getting started:

Identify which demand gen challenges are affecting your organization. We created a demand marketing assessment guide to help with this. You can get it here.
Talk to your peers at other organizations to learn how they’re approaching similar problems.
Create a strategy for solving these challenges incrementally.
- How can you reiterate manual processes to speed them up? For example, creating templates for repetitive efforts.
- Are there any alternative ways to approach a problem that would be more efficient? Maybe existing tech you have could be repurposed?"

CMOs Challenged by Marketing Technology Sprawl and the Need to Unify Data - MarketWired | The MarTech Digest | Scoop.it

From www.marketwired.com - October 23, 2014 6:45 PM

Digest...

Chief marketers are fast becoming expert urban planners fighting enterprise data sprawl in their digital marketing technology portfolios. They are being challenged to bring disciplined development and cross-functional harmonization to what is an ever more crowded, data-producing landscape.

A new study published today by the Chief Marketing Officer (CMO) Council and Tealium, the leader in real-time unified marketing solutions, finds strong links to suggest that improved business and marketing performance are directly related to having a formal roadmap for digital marketing technology acquisition, integration and data unification.

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The study revealed:

• Forty-two (42) percent of CMOs who own their marketing technology strategy see greater business impact than those who do not.

• Those with a formal strategy contribute more to overall revenue and value creation. Half (50 percent) are able to achieve more targeted, efficient and relevant customer engagements, and 39 percent achieve greater return and accountability of marketing spend.

• CMOs who manage and integrate technology are achieving measurable business and operational gains. Nearly one-third (30 percent) of CMOs who say they manage and integrate technology extremely well or pretty well are seeing tangible business value, with 51 percent of those achieving greater revenue contributions.

• Those who integrate a technology strategy within their overall marketing strategy are able to achieve more personalized customer interactions across channels. Fifty-nine (59) percent of those who have integrated this strategy report achieving more targeted, efficient and relevant customer engagements.

• Less than half (44 percent) of senior marketers surveyed say they have a formal marketing technology strategy and program to further business goals.

• Just 16 percent of marketers report their marketing technology strategy is tightly aligned to the business strategy.

• Only 3 percent of marketers say they are doing extremely well at integrating marketing technologies across functions.

• A surprising 54 percent of marketers are not sure whether their marketing technology investments are producing tangible business value.

It’s Time B2B Marketers Sweat The Small Stuff to Drive Bigger Results | CustomerThink

CMOs Challenged by Marketing Technology Sprawl and the Need to Unify Data - MarketWired