B2B's Marketing Technology Toolkit Is Maturing Fast

In this article the author describes how marketing technology plays an important role in B2B
Marketing.
The rapid growth of robust marketing technology available at a reasonable low prices has been
instrumental in improving B2B Marketing, like Digital Marketing which cost less when
compared to traditional marketing.

According to a new eMarketer report, Canada B2B Marketing: A Maturing Discipline,

Underpinned by Marketing Tech unlike in the past there is rapid growth in budget allocation for
Marketing Technology in B2B budgets.

Since many barriers for marketing technology have been dropped we have many models like
pay-as-you-go/ pay per click (PPC) wherein the company pays for the advertiser when any
person click the pop-up.

Investing in inexpensive tools (often based on Software as a Service [SaaS], with low monthly
license costs) to automate programs and gather insight into the elusive B2B buyer has direct
impact on the performance of the company and Return of Investment (ROI).

This is greater than the 27% share of marketing expenses allocated to technology found in
Gartner's "CMO Spend Survey" report, which queried B2C and B2B marketers in North America
and the UK in August 2016.

The B2B agency reported that 13.8% of total marketing budgets in 2016 were dedicated to
marketing technology.

Today, most enterprise B2B marketing teams have a marketing technology stack composed of
the following: content management systems to deliver content to owned web properties;
publishing platforms for video and webinars; and API-driven, self-serve advertising tools for ad
placement on social sites like Google, Facebook and LinkedIn.
"The martech stack has to work together like a well-oiled lead generation machine," said Dan
Radu, founder and principal consultant of Macromator, a Toronto-based marketing technology
consultancy.

"Most marketing automation systems are being used at a minimal level," said Ryan Burgio, co-
founder and managing director of Kitchener, Ontario-based Stryve Digital Marketing.