Tech Stack Headaches: B2B Marketers Face Hurdles When Adding Technologies


Tech Stack Headaches: B2B Marketers Face Hurdles When Adding Technologies




by , Columnist, January 8, 2021

B2B marketers are seem reasonably satisfied with their tech stacks. But they face challenges when adding new systems, according to Marketing Technology Implementation From the B2B Perspective, a study by RollWorks, in partnership with Ascend2. 


Of the companies polled, 52% say their marketing technology is very good at improving performance. But 44% feel it is only somewhat effective, and 4% say it is unsuccessful. 


That leaves “48% of those surveyed reporting less-than-adequate technology stacks under delivering on goals set for them,” the study notes.  


Their main challenges are: 



  • Executing a strategy — 43%
  • Determining appropriate technologies — 43%
  • Budget constraints — 37% 
  • Internal adoption — 34% 
  • Training staff — 34%
  • Integration with existing stack — 33% 
  • Organizational buy-in — 28%
  • Attribution — 12% 

But those hurdles aren’t stopping them — 79% are increasing their budget for adding new marketing technology this year, 20% significantly and 59% moderately. Only 6% expect a decrease, and 15% foresee no change. 


The respondents list these goals: 



  • Improving marketing technology — 49% 
  • Improving data quality — 41%
  • Improving customer journey — 39%
  • Increasing ROI — 32% 
  • Streamlining workflows — 28% 
  • Improving marketing attribution — 26%
  • Integrating data — 25% 
  • Accommodating a new product or service — 23%
  • Removing redundancies — 9%

And which technologies do they see as having the most impact on marketing strategy in the next year? They include:



  • Real-time marketing — 43%
  • Artificial intelligence (AI) — 41%
  • Customer Data Platforms (CDP) — 35% 
  • Analytics — 35% 
  • Data consolidated — 28% 
  • Programmatic — 26% 
  • Multi-touch attribution — 24%
  • Blockchain — 21% 
  • Voice search — 15%

The respondents believe in regular evaluation of technology—39% at least quarterly, 32% at least monthly and 19% twice annually. In addition, 7% believe in doing it once annually, and 3% at other frequencies. 


What do firms look for when evaluating new marketing technologies?



  • Ease of use —47%
  • Ability to customize — 37%
  • Insights and analysis — 35%
  • Ability to automate — 34%
  • Associated costs — 33% 
  • Ability to integrate with existing stack — 30% 
  • Scalability — 28% 
  • Data governance — 21%
  • Dashboards and visualization — 11%

In a related finding, 91% agree it is essential for a new marketing technology to be easily implemented into the existing stack, with 52% strongly concurring.


Ascend2 surveyed a panel of marketing influencers and research subscribers. 

MediaPost.com: Search & Performance Marketing Daily

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