Over 350 marketing technology vendors are now knocking on your door, pitching software to automate, optimize, monitor, distribute, and analyze. There’s software to manage and fine-tune every piece of the marketing process. How automated, analytical, and data-driven is your marketing? Are you ahead of or behind the curve when it comes to leveraging marketing technology? A handful of your marketing peers are industry leaders in applying technology to create business value. ITSMA’s marketing technology survey shows what they’re doing to get the most out or their technology investments—what categories of software they’re using, the skills they’re hiring, how they’re reorganizing, and the ways in which their relationships with sales and IT are evolving. Read the survey results to discover how you can up your technology game.

1. Realizing the Promise of
Marketing Technology
Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA
Dan Armstrong, Director, Research and Thought Leadership, ITSMA
Abbreviated Summary | March 2013
O N L I N E S U R V E Y
©ITSMA 2013 Marketing Technology Survey: Users of Technology . All rights reserved. Not for reproduction or redistribution without permission.

2. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
Abbreviated Summary
Marketers are investing heavily
in technology. But two-thirds of
those surveyed are getting only
average or below-average
returns on their technology
investments.
This abbreviated summary
highlights some of the most
significant findings of ITSMA’s
Marketing Technology Survey.
A more in-depth analysis can be
found in the full report.
ITSMA’s Marketing Technology
Survey tells the story of a
handful of pioneers who
managed to extract serious
value from the
technology they’ve
implemented—
and what makes
them different.

3. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
of B2B marketers believe that marketing
technology is critical to deliver on
marketing’s business objectives now.
Note: N~83
Source: ITSMA Survey: Marketing Technology, March 2013
The marketing technology train
60%
Six out of ten marketers think that
marketing technology will become
indispensable to them very soon, if it
isn’t already. But two-thirds also say
that they’re getting only average or
below-average business value from
their marketing technology.
is leaving the station
What’s the problem?
Not enough money, the wrong
mix of skills, inefficient
processes, fragmented
data, poor quality data,
and a deficient
relationship with IT.
21%
say marketing technology will
be critical in two years.

4. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
But a handful of marketers have
successfully addressed these problems
11
14
41
22
8
3
We call the top 30% in terms of
achieving business value the marketing
technology frontrunners.
They’re not just better at technology.
They’re better at marketing.
How would you rate your marketing organization’s performance
on the following? Mean Rating
3.6 3.5 3.4 3.3 3.3
2.9 3.0
2.8
2.6
2.2
Targeting
customers*
Contributing to
revenue growth*
Generating
leads*
Achieving targeted
or exceeding
campaign ROI*
Measuring
campaign ROI*
Technology Frontrunners (N~23) Technology Followers (N~45)
Significantly
underperforming 1
2
3
4
Industry
best practice 5
Don’t know
How would you rate the overall business value
of your organization’s marketing technology
initiatives? % of Respondents (N=87)
* Indicates a statistically
significant difference.
Source: ITSMA Survey: Marketing
Technology, March 2013

5. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
The top 30% are also better able to
manage marketing performance
Note: Mean rating based on a 5-point scale where 1=Disagree
strongly and 5=Agree strongly.
* Indicates a statistically significant difference.
Source: ITSMA Survey: Marketing Technology, March 2013
How strongly
do you agree
or disagree
with the
following
statements?
Mean Rating
3.8
3.5
3.5
2.4
2.6
2.1
Technology
Frontrunners
(N~23)
Technology
Followers
(N~45)
1=
Disagree
strongly
5=
Agree
strongly
Our technology helps us to
link marketing metrics to
financial goals*
We have the ability to compute
and compare our ROI across
different campaigns*
We have fully integrated
marketing operations,
execution, and analytics*

6. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
The frontrunners use technology more
and they use more types of technology
Note: Frontrunners N~21; Followers N~45.
Source: ITSMA Survey: Marketing Technology,
March 2013
Currently Use A few kinds of
software everyone
uses: SEO, website
analytics, CRM, email
marketing.
But then the gap
widens.
What the frontrunners
are using now, the
followers are thinking
about using.
What the frontrunners
are planning to use
isn’t even on the
followers’ radar.
Search engine optimization (SEO)
Web analytics
CRM
Web content management
Email marketing platform
Campaign management*
Business intelligence/data analysis
Social media/brand monitoring
Event management
Customer analytics/attribution*
Community platform
Digital Asset Management
Automation of inbound lead nurturing
Social promotion/management
Account scoring
Predictive analytics*
Testing and optimization

7. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
Creative/
messaging
aspects are
more
valued
Evenly split Data/
analytics
aspects
more
valued
Creative/
messaging
aspects are
more
valued
Evenly split Data/
analytics
aspects
more
valued
The frontrunners foster a culture that values
data and analytics as much as, if not more
than, marketing’s creative legacy
.
Source: ITSMA Survey: Marketing Technology, March 2013
Thinking about the “tone from the top,” what is more valued
in your marketing organization? % of Respondents (N=79)
54
6
41
28
12
60
FrontrunnersFollowers
There’s nothing wrong
with creative messaging.
But the best-performing
marketers give equal or
greater weight to data
and analytics. Followers
are more likely to be in
the opposite camp.

8. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
How to become a frontrunner
 Foster a culture that
values data and analytics
 Don’t skimp on process
 Create a strategy
and plan
 Invest in technology, but
also training and adoption
 Collaborate with IT
 Rethink, reskill, reinvent

9. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
Study Methodology
Source: ITSMA Survey: Marketing Technology, March 2013
Online Survey
Survey invitations were
emailed during March
2013 to ITSMA member
and select non-member
companies
87
Users of marketing
technology completed
the survey
ITSMA Analyzed the
Data Three Ways
 Technology
frontrunners
 Technology
followers
 Less than $1B
 Equal to or more
than $1B
 Sells products
and services
 Primarily services
Company
Type
Company
Size
Value
Delivered from
Marketing
Technology

10. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
Type
68%
32%
Respondent Titles
Industry Subsector
40%
29%
21%
10%
Sell both products
and services
Primarily sell services
(10% or less revenue
from products)
Director
Member of the
functional or line of
business leadership team
Manager
Individual contributor
Source: ITSMA Survey: Marketing Technology, March 2013
Size
47%53% $50–999M$1B or more
Survey Demographics
23
18
18
17
16
7 Other
Business services
Software solutions
IT professional services/consulting
(IT strategy and planning)
Computer and other technology
systems and solutions
Telecommunications and network
systems and solutions
% of Respondents (N=87)

11. ©ITSMA 2013 Marketing Technology Survey: Users of Technology. All rights reserved. Not for reproduction or redistribution without permission.
For More Information
Dan Armstrong
Director
Research and Thought Leadership
ITSMA
darmstrong@itsma.com
+1-781-862-8500, Ext. 143
Table of Contents Slide
Executive Summary 3
Methodology and Respondent
Demographics
30
Detailed Findings 38
Crosstabs 61
Value Delivered from Marketing
Technology
61
Company Size 94
Company Type 127
Want to learn more?
Here’s what’s included in the
full study