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Five Ways Marketing Technology Will Transform Our Industry

by Liz Dennison  |  
March 25, 2015

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.

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Liz Dennison is a writer and content manager at Kapost, a software company that allows marketers to develop, manage, distribute, and analyze their content from one place.

LinkedIn: Liz Dennison  

Twitter: @lizkoneill

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  • by Katherine Wed Mar 25, 2015 via web

    Liz, your points on integration and insights are so true. Without our different marketing technology being able to work in tandem, we have no way of knowing how or when a lead turned into an opportunity and an opportunity turned into a sale.

    To nurture and manage our customers, we use Marketo (track leads from web and email), DialogTech (attribute inbound phone leads back to our marketing), and Salesforce CRM (feed lead data in from both Marketo and DialogTech).

  • by George Schildge Wed Mar 25, 2015 via web

    For those CMOs who arenít quite up to speed on technology yet, it may not be imperative to understand every one of the 1000 or more marketing and ad platforms in the market. What is important is identifying those that are going to be relevant to your business.

    I take an afternoon every week to seek out information on marketing technologies and emerging trends online. You must have a curiosity, be technology savvy, and you have to speak the language and re-educate yourself on the elements that will be effective in your business. If you are a business admin-focused marketer today that doesnít quite get the technology or thinks youíve reached a point where you can stop learning and rest on your laurels, then youíre toast. Reach out here:

  • by Neil Mahoney Wed Mar 25, 2015 via web

    Per Rebecca Lieb's comment on Integration, my "15 Commandments for a truly integrated Marketing-Sales Process" details the steps that are necessary to accomplish that,

  • by Liz Wed Mar 25, 2015 via web

    @Katherine, Thank you so much for reading! Also, thanks for sharing your own technology map. I think it's important to share our different strategies for integrating/navigating this crowded marketing technology landscape.

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