We’ve talked a lot about how companies are buying marketing technology. Now let’s take a look at the top technologies marketers are buying. Email, CRM, automation, ABM? Here are the top 10 marketing tools companies are investing in.
This data comes from our Marketing Technology Buying Process research report. Click here to download the full report, including the complete list of technologies being bought.
In a survey about how marketers are buying technology, it’s helpful to know what they’re buying. Here are the technologies our respondents have used these techniques to purchase.
- Email 53%
- CRM 47%
- Social Media Marketing 39%
- Marketing Automation 38%
- Web Analytics/Web Design/Web Optimization 33%
- Content Marketing 32%
- Database Marketing/Personalization 30%
- Direct Mail 29%
- SEM/SEO 29%
- E-commerce Platforms 25%
As I mentioned, this question was part of the Marketing Technology Buying Process survey, and we did ask specifically what technologies marketers bought using those techniques. So this is not “tech we’re buying this year.” It’s “tech we have bought using the processes discussed in this survey.”
The most-bought technologies, perhaps not surprisingly, are email and CRM. But I did not expect to see social media marketing tech at No. 3. We know that marketers have been dramatically increasing spending on the social ad channels, and it appears that investment is going to tech as well.
At 4 we have marketing automation, which lines up with 1 and 2. Then the various web site accessories at 5 with content marketing at 6 (although, e-commerce platforms, wound up all the way down at 10).
One technology not on the list surprised me as well: Account-based marketing, despite being a top buzz word this year, has not seen heavy investment. It came in at 12 (off the bottom of this list).
How does that match up to the technologies in your tech stack? Let me know in the comments below.