Though 83% of B2B marketers say creating buyer-centric marketing is a priority, only 23% claim to be advanced in its implementation, according to research firm SiriusDecisions.
This discrepancy isn't surprising when you look at the technology landscape in which today's marketers operate.
Nearly 2,000 marketing solutions that specialize in search, email, social, events, webinars, videos, and much more are now available. Marketers have defaulted to building marketing strategies around these channels-focused investments rather than buyer interests.
But priorities are shifting away from rigid channel-based tactics toward holistic strategies that deliver a consistent buyer experience across all devices and outlets, and allow for adaptation in the face of inevitable change.
How will marketing technology help push us toward that brighter future?
Here are five ways.
1. Integration will rule
Integration is the key to supporting real alignment across teams, getting visibility into all your content and campaigns, surfacing insights that are otherwise locked inside tools, and ensuring your buyer's journey is clear and consistent.