IDC asked marketers to allocate 100 percentage points toward technology investment areas for this year. The top choice was lead/campaign management systems (22.0%), followed by customer databases (19.5%) and website systems (17.7%). Other investment areas this year include marketing analytics (11.8%); content/digital asset/sales enablement systems (9.0%); social marketing infrastructure (7.2%); personalization systems (6.1%); mobile content marketing (3.1%); and other technologies (3.6%). “For b-to-b companies, lead management is the major process for marketing,” said Kathleen Schaub, VP-CMO Advisory Service at IDC. “We are also seeing more emphasis on website development this year as people are doing upgrades and dealing with content issues.” Within lead management, the top programs marketers will focus on this year are campaign automation systems, including nurture paths and lead flows (22.3%); data capture, cleansing, maintenance and governance (17.3%); and lead scoring (15.0%). Other lead management activities this year are improving marketing dashboards (10.5%); integrating digital processes with human actions, such as live chat (9.8%); implementing service-level agreements with sales teams and channels (8.9%); developing cross-functional taxonomy and policies (8.9%); creating cross-functional governance teams (5.0%); and other activities (2.3%).
Kate Maddox on 03.02.2015