2014 Digital Technology Marketing Priorities Report Cites Lead Generation as Top Priority While 41% of Technology Marketers Do Not Nurture Leads.
IT Marketing World and UBM Tech's CreateYourNextCustomer.com announce the release of its new research report, the 2014 Digital Technology Marketing Priorities Report. The report analyzes results from a poll of 150+ technology marketing professionals across North America with the intention of measuring the current scope and adoption of digital marketing activities.
Key Research Findings:
-- The top digital marketing priorities in 2014 are brand awareness/demand
generation, lead generation and content marketing, well ahead of
marketing analytics and marketing automation.
-- The top technology marketing challenges in 2014 are increasing ROI,
content generation, and lead nurturing.
-- A whopping 41% of technology marketers do not nurture leads at all;
among the 59% of marketers who do, an overwhelming majority cite lack of
bandwidth as their top challenge.
-- Content marketing (content creation and management) is rated the most
successful marketing tactic and, as a result, is where tech marketers
put the most resources.
-- Based on resource allocations, there is a relatively balanced split
between paid media (i.e., online advertising), owned media (i.e.,
corporate website content) and earned media (i.e., social media and PR).
-- More than one third of technology marketers expect their budgets to
increase next year while half expect no change; the 14% who expect a
budget decrease is nearly double 2013's estimates.
"The biggest hurdle for marketers this year will be increasing and proving their impact on revenue," said Michelle Novy, Chief Editor of IT Marketing World. "Tracking the success of a campaign - let alone a year's worth of campaigns - is often muddled from lack of bandwidth as well as a lack of tools. When 41% of technology marketers are still not nurturing their leads, it's clear that btob marketers are a long way from mastering the science of successful digital marketing."
"If brand awareness is a top 2014 priority, it is evident tech marketers understand how important it is to engage with decision makers during the early stages of the buying process," said Winnie Ng, Vice President of Marketing for UBM Tech. "The ability to bring their brand's story and value proposition to life through content marketing becomes more critical than ever."
The 2014 Digital Technology Marketing Priorities Survey was commissioned by UBM Tech's CreateYourNextCustomer.com and executed by IT Marketing World to identify trends and best practices for today's digital technology marketers.
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