Marketing technology now accounts for 33% of marketing budgets, according to Gartner’s CMO Spend Survey 2015-2016. B2B marketers specifically are investing heavily in tech to automate processes, engage new audiences, gain insights into marketing’s effectiveness and deliver increasingly innovative customer experiences. But there are literally thousands of marketing tools to choose from, and when the MarTech landscape looks like it does today, it’s hard to know where to begin.
At Integrate we have the advantage of working with (and learning from) hundreds of demand marketing pros – customers, partners and friends. Earlier this year, in conjunction with Matt Heinz at Heinz Marketing, we set out to recognize 40 top demand marketing pros, and in doing so obtain a more thorough understanding of what makes a demand marketing rock star.
We asked the Game Changers to list their three most essential marketing tools. Interestingly, there was a lot of overlap. And where there weren’t exact matches, we definitely found consistencies as to the types of tools demand marketers need to have in their toolbox in order to keep up in today’s marketing landscape.