The 6 Most Common Technologies Used by B2B Marketers

August 12, 2014

Data Week continues here on the LinkedIn Marketing Solutions blog with a deep dive into more insights from “The Data-Driven Marketer” special report. The report, which surveyed more than 850 B2B marketers this summer, asked which marketing software and technologies marketers were using.

The most commonly used marketing technology software are customer relationship management systems. More than two-thirds (67.7 percent) of respondents said their companies used CRM systems.

In addition to CRM systems, the following five marketing technologies were also used by more than 30 percent of marketers, according to the survey:

  • Analytics tools (61.0 percent)
  • Email software (39.8 percent)
  • Social media management tools (37.5 percent)
  • Blogging platforms (36.3 percent)
  • Marketing automation software (31.3 percent)

The survey also inquired about what marketing technologies marketers plan to install in the next 12 months. The top three:

  • Blogging platform (28.3 percent)
  • Marketing automation software (19.1 percent)
  • CRM system (17.8 percent)

The fairly widespread and growing use of marketing technologies indicates the increasing importance of data in marketing – and to businesses as a whole. The reality is the buyer’s journey has changed. In the past, relationships were built face to face by salespeople. Now prospective buyers far more often than not meet your company online – they visit your website, reach your blog, research you on social media, peruse peer review sites, and sign up for your email newsletters.In this digital world, software mediates the relationship between a company and its customers, and this is the responsibility of the marketing department. Marketers need software and other technologies to analyze current customers, identify and segment prospects, and measure marketing performance. Find out more about your peers are using data-driven marketing by checking out The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits.

This post was originally published on the Bizo blog. In July 2014, LinkedIn + Bizo joined forces to build the most robust B2B marketing platform available to marketers. To learn more, check out David Thacker, VP of Product at LinkedIn’s announcement blog post.

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