The 2014 Marketing Tech Supergraphic: Key Takeaways for Demand Marketers

Enterprise marketers, whether B2B or B2C, will tell you that Marketing Tech is one confusing space. And we have a new Supergraphic from Scott Brinker (@chiefmartec) that confirms the explosion of marketing tech, with 947 companies, in 43 categories, across 6 major classes!

It’s no wonder that CMOs want their teams to get more savvy about marketing technology. The challenge for marketers is to not get overwhelmed and make the right tech investments at the right time. Get more done with less, simplify their lives, and simultaneously demonstrate compelling marketing ROI to their management.

How to Use the Supergraphic for B2B

Here at Kwanzoo, we have engaged with demand marketers at 100s of mid-to-large enterprises over the past 3+ years. We believe the Supergraphic provides B2B marketers with a nice structured way to look at the (level of) marketing technology adoption at their company. For us at Kwanzoo, we find it also provides a nice way to frame our platform capabilities, as they relate to what customers are seeking in different categories of marketing technology. The Supergraphic makes the conversation easier for both B2B marketers and marketing tech providers.

Chief Martec supergraphic
click to view the ChiefMartec Supergraphic

The Technology Adoption Cycle at B2B Companies

We think it’s useful for marketers to understand their own company’s growth stage, technology use, and compare their current state to similar stage companies that are outgrowing their peers. Specific to B2B, here is what we see as to the adoption priorities of different marketing technologies, as companies grow from a B2B startup to a large enterprise:

  1. Website/WCM, SEO and Search Ads (identify product/market fit)
  2. Email (grow and re-engage your prospect list)
  3. CRM, Sales Enablement (at 2+ sales reps)
  4. Events & Webinars (at a few 1000 contacts)
  5. Marketing Data (add targeted “names” for top-of-funnel demandgen emails)
  6. Marketing Apps – Landing Page Builders (grow top-of-funnel leads)
  7. Marketing Automation (MAP) (at 3000+ active contacts and 100+ leads per month)
  8. Web Analytics – Search/PPC, Website (instrument your current paid and organic traffic)
  9. Site Retargeting (at 1000+ monthly unique visitors, capture new leads from prior site visitors)
  10. Display Advertising & Social Ads (grow top-of-funnel with net new leads)
  11. Personalization – Website (reduce site bounce rates, increase visitor engagement)
  12. Testing & Optimization – Website (improve content & message alignment)
  13. Video and Content Marketing (grow top-of-funnel leads, mid-funnel engagement)
  14. Mobile Marketing / Mobile Analytics (grow top-of-funnel leads via a new digital channel)
  15. Marketing Apps – Polls, Surveys, more (gather insights, segment prospects, increase retention)
  16. Communities/Reviews/Customer Advocacy (at several 100 customers)
  17. Channel/Local Marketing (if 1 or more products are sold primarily through indirect channels)
  18. Social Media Marketing – Social Promotions
  19. Marketing Analytics / Predictive Analytics (at several 100 “closed’ deals)
  20. BI / Dashboards (operating at scale, 1000+ customers)
  21. MRM / DAM (as campaigns scale globally, multiple solutions, multilingual requirements)
  22. Customer Experience/VoC (products requiring tele-prospecting / phone-based service)
  23. Calls & Call Centers (products requiring tele-prospecting, phone-based service)
  24. Loyalty & Gamification (10,000+ customers, large customer communities)

Key Technology Buying Considerations

There are several analyst firms and boutique research firms that provide great guidance to B2B marketers on the selection of base platforms and core infrastructure (from marketing automation to CRM and WCM). That said, we believe that complementary solutions and tools in other areas, such as Marketing Experiences, must have the following characteristics:

marketing experience characteristics

  • Out-of-the-box integration into base platforms (marketing automation, CRM, WCM)
  • Versatile: Support multiple needs around delivering interactive marketing experiences.
  • Simple: Easy-to-use and easy-to-measure success with complete analytics & insights
  • Time-to-Value: Require reasonable initial investment, to prove value quickly and scale.
  • Modular: Start small, to limit marketing resources needed. Add capabilities over time.

Smart demand marketers today are seeking simple yet versatile solutions that can address their myriad needs for delivering interactive marketing experiences, from display/retargeting to gamification, in a manner that’s fully integrated with their backbone platforms (WCM, MAP, CRM).

Marketers want to see rapid time-to-value and the ability to use the platform or tool in a modular fashion, in order to limit initial resource needs, until they can justify increased investment.

So what are your view on B2B Marketing Technology adoption cycles? Does our order or sequence of adoption match what you see at your company, amongst your clients, or in your sector? What are we missing? We would welcome your comments and feedback.

Tagged under:

Comments are closed.

The Adaptive ABM Handbook

By Events

Are you planning B2B account-based marketing programs for 2019? The market has changed! In this comprehensive, 50-page Ebook understand the what and why of ABM,…

Read more