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B2B Marketing Technology: Top Tools, Objectives, and Challenges

by Ayaz Nanji  |  
October 6, 2015

Nearly two-thirds (65%) of B2B companies say they plan to increase their marketing technology budget in the near future, according to a recent report from Informatica, Dun & Bradstreet, and Ascend2.

The report was based on data from a survey of 135 marketing, sales, and business professionals who work at a wide a range of company sizes.

Some 46% of respondents say they expect their marketing technology budget to increase marginally in the near future, and 19% expect their budget to increase significantly; 29% expect no change and 6% expect a decrease.

Below, additional key findings from the report.

Technologies Used

  • 89% of respondents say their B2B company uses an email marketing tool.
  • 70% use a social media management platform.


  • 56% of respondents say increasing the number of leads generated is one of the top reasons for using marketing technologies.
  • 53% say increasing sales revenue is a top objective.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Ed King Sun Oct 11, 2015 via web

    Interesting to see complexity of technology integration is listed as the number one challenge, which is not surprising given few marketing teams have data management solutions and give such low priority to data quality and accuracy. Marketers need to understand that technology integration starts with data, if you do not have the right data automation technologies and have invested in data quality and accuracy, you will forever have an uphill battle when it come to integrating all the marketing technologies you have. System integration starts with data integration, and data integration requires quality data. There is no other way around it.

  • by Merlin Mon Oct 19, 2015 via web

    This survey has clearly mentioned about the tool, objectives and challenges of B2B marketing technology used in various companies. Lead and revenue generation are the main goals behind involving different marketing technologies. Technology should be used effectively in order to win in this competitive world. Content and information provided while promoting B2B should be accurate and valuable.

    Bizbilla - Global B2B portal

  • by Chris Horley Mon Nov 9, 2015 via web

    Really good read on the challenges facing the B2B Marketing function when it comes to technolgoy. With +1,876 tech vendors across 43 categories it is vital for Marketing Technology landscape alignment across all functions

  • by conrad Thu Dec 17, 2015 via web

    very interesting and helpful. tq ayaz nanji.

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