The 2015 Guide to B2B Marketing Technology

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Explore the latest trends in marketing technology and how B2B marketers can build a revenue-generating marketing stack.

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
2015 Guide to B2B Marketing
Technology
MARKETING TECHNOLOGY
#martech

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
AUDIO CHECK
Use the chat window if you can’t hear or we cut out!
RECORDING & SLIDES
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QUESTIONS
Answers at the end–don’t miss chance for free consulting
from the experts!
TWITTER
TWEET quotes, stats, questions with #MARTECH–we’ll
answer!
...special offer at the end!

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
Scott Brinker
Co-Founder & CTO at Ion Interactive
Author Chief Marketing Technologist Blog
@chiefmartec
Columbia, MIT, Harvard
MEET THE EXPERTS
David Lewis
Founder & CEO at DemandGen International
Author Manufacturing Demand
@demandgendave
Inc. 500 Global Consulting Firm
#martech

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
ROADMAP FOR OUR PRESENTATION
STAT CHECK
MARTECH
LANDSCAPE
DEMAND
FACTORY
Q & A
➪ ➪ ➪

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The culture of marketing has fundamentally
changed...

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
80% of marketing executives surveyed say they
need to restructure marketing to better
support the business
Economist/Marketo

© Radius Intelligence. All Rights Reserved. www.radius.com#martech#martech
Interested in learning more about
marketing technology?
Watch the full webinar here: http:
//bit.ly/1DUYZxA

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
32% increase in number of touches buyers receive/week SiriusDecisions
Suppliers have 12% of buyer’s total mindshare in B2B purchase path CEB
70% of B2B buying process happens online SiriusDecisions
75% of marketers responsible for entire customer experience Economist/Marketo
54% say data & tech is biggest barrier to customer-centric marketing Acxiom
58% unable to accurately attribute success across the funnel B2B Magazine
60% marketers globally pressured from execs to become more analytical MIT
13% of B2B organizations possess expert analytical skills in marketing SiriusDecisions
40% top area to develop skills is in marketing ops & technology Forrester

NEW CMO IN THE BOARDROOM

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
1876

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
1st telephone call made
Sardines first canned
Number of marketing technologies in 2015
All of the above.
A
B
C
1876
D

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
1st telephone call made
Sardines first canned
Marketing technologies in 2015
All of the above.
A
B
C
1876
D

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
“All of this makes marketing enormously complex
and confusing and difficult to manage….but those
that nail it can create massively outsized
advantages for themselves.”
Pat Grady, Sequoia Capital

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
ROADMAP FOR OUR PRESENTATION
STAT CHECK
MARTECH
LANDSCAPE
DEMAND
FACTORY
Q & A
➪ ➪ ➪

© Radius Intelligence. All Rights Reserved. www.radius.com#martech

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
ANNUAL YoY GROWTH OF 170%

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
65% of marketing execs will increase
technology spend in 2015 with 28%
increasing by more than 25%
#martech
Conductor

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
Marketing will spend $32.3B on
technology by 2018–up 42% from
2015 #martech
IDC

© Radius Intelligence. All Rights Reserved. www.radius.com#martech#martech
Interested in learning more about
marketing technology?
Watch the full webinar here: http:
//bit.ly/1DUYZxA

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
More than $50B invested in marketing
technologies, $6.2B in investments
and acquisitions alone in Q4 of 2014
#martech
IDC

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
“While the marketing
technology landscape
is vast and varied,it’s
slowly getting easier to
manage.” #martech
Scott Brinker, @Chiefmartec

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
“No technology is a
strategy-in-a-box. And
no strategy comes with
a define technology
bundle.” #martech
Scott Brinker, @Chiefmartec

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
ROADMAP FOR OUR PRESENTATION
STAT CHECK
MARTECH
LANDSCAPE
DEMAND
FACTORY
Q & A
➪ ➪ ➪

Copyright © 2014 | DemandGen® International, Inc.
Copyright © 2014 | DemandGen® International, Inc.

Copyright © 2014 | DemandGen® International, Inc.
Copyright © 2014 | DemandGen® International, Inc.

Copyright © 2014 | DemandGen® International, Inc.
Copyright © 2014 | DemandGen® International, Inc.

Copyright © 2014 | DemandGen® International, Inc.
PPC/Media/
DisplayAds
Suspect Nurture
Long Term Drip Nurture
Inquiry Nurture Recycle Nurture
Data Lead
Scoring
Demand
Factory
Sales
MQL
Inquiry
Suspect
Sync
to
CRM
Web
Outbound
Events
Content
Syndication
Marketing
Copyright © 2014 | DemandGen® International, Inc.

Copyright © 2014 | DemandGen® International, Inc.
Copyright © 2014 | DemandGen® International, Inc.

Copyright © 2014 | DemandGen® International, Inc.
Copyright © 2014 | DemandGen® International, Inc.

Copyright © 2014 | DemandGen® International, Inc.
Copyright © 2014 | DemandGen® International, Inc.

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
ROADMAP FOR OUR PRESENTATION
STAT CHECK
MARTECH
LANDSCAPE
DEMAND
FACTORY
Q & A
➪ ➪ ➪

© Radius Intelligence. All Rights Reserved. www.radius.com#martech
THANK YOU FOR ATTENDING!
MARKETING TECHNOLOGY
#martech

© Radius Intelligence. All Rights Reserved. www.radius.com#martech#martech
Interested in learning more about
marketing technology?
Watch the full webinar here: http:
//bit.ly/1DUYZxA

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The 2015 Guide to B2B Marketing Technology

1. © Radius Intelligence. All Rights Reserved. www.radius.com#martech 2015 Guide to B2B Marketing Technology MARKETING TECHNOLOGY #martech

2. © Radius Intelligence. All Rights Reserved. www.radius.com#martech AUDIO CHECK Use the chat window if you can’t hear or we cut out! RECORDING & SLIDES Both will be sent within 24 hrs post-webinar! QUESTIONS Answers at the end–don’t miss chance for free consulting from the experts! TWITTER TWEET quotes, stats, questions with #MARTECH–we’ll answer! ...special offer at the end!

3. © Radius Intelligence. All Rights Reserved. www.radius.com#martech Scott Brinker Co-Founder & CTO at Ion Interactive Author Chief Marketing Technologist Blog @chiefmartec Columbia, MIT, Harvard MEET THE EXPERTS David Lewis Founder & CEO at DemandGen International Author Manufacturing Demand @demandgendave Inc. 500 Global Consulting Firm #martech

4. © Radius Intelligence. All Rights Reserved. www.radius.com#martech ROADMAP FOR OUR PRESENTATION STAT CHECK MARTECH LANDSCAPE DEMAND FACTORY Q & A ➪ ➪ ➪

5. © Radius Intelligence. All Rights Reserved. www.radius.com#martech The culture of marketing has fundamentally changed...

6. © Radius Intelligence. All Rights Reserved. www.radius.com#martech 80% of marketing executives surveyed say they need to restructure marketing to better support the business Economist/Marketo

7. © Radius Intelligence. All Rights Reserved. www.radius.com#martech Only 22% view engagement in terms of love for a brand—now part of marketing’s legacy Economist/Marketo

8. © Radius Intelligence. All Rights Reserved. www.radius.com#martech#martech Interested in learning more about marketing technology? Watch the full webinar here: http: //bit.ly/1DUYZxA

9. © Radius Intelligence. All Rights Reserved. www.radius.com#martech 32% increase in number of touches buyers receive/week SiriusDecisions Suppliers have 12% of buyer’s total mindshare in B2B purchase path CEB 70% of B2B buying process happens online SiriusDecisions 75% of marketers responsible for entire customer experience Economist/Marketo 54% say data & tech is biggest barrier to customer-centric marketing Acxiom 58% unable to accurately attribute success across the funnel B2B Magazine 60% marketers globally pressured from execs to become more analytical MIT 13% of B2B organizations possess expert analytical skills in marketing SiriusDecisions 40% top area to develop skills is in marketing ops & technology Forrester

10. NEW CMO IN THE BOARDROOM

11. © Radius Intelligence. All Rights Reserved. www.radius.com#martech 1876

12. © Radius Intelligence. All Rights Reserved. www.radius.com#martech 1st telephone call made Sardines first canned Number of marketing technologies in 2015 All of the above. A B C 1876 D

13. © Radius Intelligence. All Rights Reserved. www.radius.com#martech 1st telephone call made Sardines first canned Marketing technologies in 2015 All of the above. A B C 1876 D

14. © Radius Intelligence. All Rights Reserved. www.radius.com#martech “All of this makes marketing enormously complex and confusing and difficult to manage….but those that nail it can create massively outsized advantages for themselves.” Pat Grady, Sequoia Capital

15. © Radius Intelligence. All Rights Reserved. www.radius.com#martech ROADMAP FOR OUR PRESENTATION STAT CHECK MARTECH LANDSCAPE DEMAND FACTORY Q & A ➪ ➪ ➪

16. © Radius Intelligence. All Rights Reserved. www.radius.com#martech

17. © Radius Intelligence. All Rights Reserved. www.radius.com#martech ANNUAL YoY GROWTH OF 170%

18. © Radius Intelligence. All Rights Reserved. www.radius.com#martech 65% of marketing execs will increase technology spend in 2015 with 28% increasing by more than 25% #martech Conductor

19. © Radius Intelligence. All Rights Reserved. www.radius.com#martech Marketing will spend $32.3B on technology by 2018–up 42% from 2015 #martech IDC

20. © Radius Intelligence. All Rights Reserved. www.radius.com#martech#martech Interested in learning more about marketing technology? Watch the full webinar here: http: //bit.ly/1DUYZxA

21. © Radius Intelligence. All Rights Reserved. www.radius.com#martech More than $50B invested in marketing technologies, $6.2B in investments and acquisitions alone in Q4 of 2014 #martech IDC

22. © Radius Intelligence. All Rights Reserved. www.radius.com#martech “While the marketing technology landscape is vast and varied,it’s slowly getting easier to manage.” #martech Scott Brinker, @Chiefmartec

23. © Radius Intelligence. All Rights Reserved. www.radius.com#martech “No technology is a strategy-in-a-box. And no strategy comes with a define technology bundle.” #martech Scott Brinker, @Chiefmartec

24. © Radius Intelligence. All Rights Reserved. www.radius.com#martech ROADMAP FOR OUR PRESENTATION STAT CHECK MARTECH LANDSCAPE DEMAND FACTORY Q & A ➪ ➪ ➪

25. Copyright © 2014 | DemandGen® International, Inc. Copyright © 2014 | DemandGen® International, Inc.

26. Copyright © 2014 | DemandGen® International, Inc. Copyright © 2014 | DemandGen® International, Inc.

27. Copyright © 2014 | DemandGen® International, Inc. Copyright © 2014 | DemandGen® International, Inc.

28. Copyright © 2014 | DemandGen® International, Inc. PPC/Media/ DisplayAds Suspect Nurture Long Term Drip Nurture Inquiry Nurture Recycle Nurture Data Lead Scoring Demand Factory Sales MQL Inquiry Suspect Sync to CRM Web Outbound Events Content Syndication Marketing Copyright © 2014 | DemandGen® International, Inc.

29. Copyright © 2014 | DemandGen® International, Inc. Copyright © 2014 | DemandGen® International, Inc.

30. Copyright © 2014 | DemandGen® International, Inc. Copyright © 2014 | DemandGen® International, Inc.

31. Copyright © 2014 | DemandGen® International, Inc. Copyright © 2014 | DemandGen® International, Inc.

32. © Radius Intelligence. All Rights Reserved. www.radius.com#martech ROADMAP FOR OUR PRESENTATION STAT CHECK MARTECH LANDSCAPE DEMAND FACTORY Q & A ➪ ➪ ➪

33.

34.

35. © Radius Intelligence. All Rights Reserved. www.radius.com#martech THANK YOU FOR ATTENDING! MARKETING TECHNOLOGY #martech

36. © Radius Intelligence. All Rights Reserved. www.radius.com#martech#martech Interested in learning more about marketing technology? Watch the full webinar here: http: //bit.ly/1DUYZxA