What's New That Has Long-term Viability, Value and Glue?

A CMO Council Member Engagement Program to Understand What Marketing Technologies are Topping the CMO Shopping List

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Global marketing organizations are under pressure to become intensely technology, mobility, and connectivity driven. And, needless to say, more security sensitive when it comes to protecting customer privacy, data, brand assets and marketing supply chains. This is placing a real burden on chief marketers to stay abreast of the latest marketing technology innovations and become more adept at evaluating, sourcing and implementing new applications that are relevant, usable and valued.

Deploying new platforms and solutions that massively scale and personalize the customer interface and bring new efficiency and effectiveness to multi-channel campaigns, CMOs are drawing on analytics and insights to make faster, better and more impactful decisions. CMOs are fast-becoming devotees and disciples of Big Data. Particularly, in the interactions with C-level peers. 

Top-line revenue growth—the CMO’s number one deliverable—is increasingly tied to essential IT-powered processes and capabilities. These include customer data integration and analytics, prospect profiling and intelligence gathering, online market engagement and relationship management, sourcing and qualification of leads, conditioning and conversion of opportunities, and ongoing handling and retention of valued accounts.

Better use of real-time transactional and behavioral data is allowing CMOs to be more clinical and effective in their approach to segmenting, targeting and accessing critical audiences. Database infrastructures are increasingly being tapped for valuable personalization and one-to-one marketing campaigns, as well as customer revenue optimization programs. The advent of ubiquitous, interactive digital connectivity and mobile always-on communications channels is opening up new worlds of customer engagement, co-innovation and individualized relationship marketing. However, only 15 percent of marketers surveyed by the CMO Council believe their companies are doing an extremely good job of integrating disparate customer data sources and repositories.

In leading up to the DEMO Traction gathering in Boston on September 16, 2015, the CMO Council and IDG partnered on a cooperative thought leadership program. This research was aimed at understanding chief marketers willingness to embrace MarTech innovation; primary areas of new MarTech focus; level of interest in breakthrough solution offerings; and criteria and requirements for new MarTech vendors to be qualified and selected. It also looked at deployments and use cases that quantify the value of new marketing technology.


Facts & Stats

Only 34% of Organisations Have Compiled a Digital Marketing Strategy That’s Incorporated Into Their Marketing Strategy. - We Are Social Media

Among Client-Side Marketers Worldwide, Nearly 8 in 10 Said They Would Increase Digital Marketing Technology Spending in 2015, vs. 70% in 2014. - eMarketer

According to Executives Worldwide, Security Concerns were the Biggest Digital Technology Challenges, Cited by 51%. - eMarketer

With New Tools Popping up Every Day, Just Over 4 in 10 Found it Difficult to Keep Up with Digital Advancements, 37% Had Trouble Filtering Through all of the Options to Find the Right Technology Partners, and 36% had yet to Take Advantage of Digital’s Potential. - eMarketer

40,000 Internet Users they Survey Across 32 Countries in the Americas, EMEA and Europe, Smartphone the Majority of Adults (16-64) now Personally Own a Desktop or Laptop AND a Smartphone with Nearly Half Owning a Tablet. - Smart Insights

Despite Some $49.1 Billion in Investment Scattered Among 537 Marketing Technology Products that have Received Major Funding, Overall Penetration of the top 25 Marketing Technology Products Across a Broad Swath of 151 Industries is a Miserly 4.1 percent. - VentureBeat

While There are Over 1,400 Marketing Tech Solutions Available Today, There are no Single Clear Leaders in any Category. With the top Tools Only Seeing 4.1 Percent Average Penetration, the Overall Market is Very Much Still up for Grabs. - VentureBeat

There are Some 3,000 [Martech] Vendors Today, Their Ranks Swelling Anywhere From 300 to 500 Annually. - CIO

Last Quarter, LinkedIn Reeled in $106 Million in Revenue From its Marketing [Technology] Products, up 44% Year Over Year. - Business Insider

CDPs are Getting Impressive Financing – with $1.6B in Funding and $3.19B in Acquisitions During 2014 Alone. - Radius

In the Space of One Year, the Number of Marketing Technology Companies has Nearly Doubled, Rising to Nearly 2,000 in 2015. - Marketing Land

The Top Trends for 2015 Include the Internet of Things; 3-D Printing; Advanced, Pervasive, and Invisible Analytics; Context-Rich Systems; and Risk-Based Security and Self-Protection. - MarketingProfs


Studies & White Papers

Social Media In Technology: Unifying Your Social Media Strategy - Hootsuite

In Tech: The State Of B2B Tech Marketing 2015 -B2B Marketing

Technology And The Marketer Of The Future - Marketing Evolution


Marketing Tech: $50B in Investment, but Top Tools Have Only 4.1% Penetration - VentureBeat

Marketing Technology Is Big (Really Big) Business - TechCrunch

Number Of Martech Companies Doubles To 2,000 In 2015 - Marketing Land

The Current State of B2B Marketing Automation - Marketing Technology Blog

For Marketers Every Tech Trend Hinges On Big Data And Analytics - Forbes

Marketing Tech Stays Hot: $6.8B in Deals in the Past 2 Months - VentureBeat

The System Dynamics of 2,000+ Marketing Technology Vendors - Chief Marketing Technologist


Marketing Tech Blog - Marketing Tech Blog

The 4 Biggest Trends In The 2015 Marketing Technology Landscape - Radius

Strange-But-True 2015 Technologies, And Why Marketers Should Care- Inbound Marketing Agents


Marketing High Technology - William D. Davidow

Marketing Technology Playbook: Big Data - Edward Cannon

Converge: Transforming Business at the Intersection of Marketing and Technology - Bob W. Lord

Winning Market Leadership: Strategic Market Planning for Technology-Driven Business - Adrian Ryans, Roger More, Donald Barclay, Terry Deutscher