2013 Technology Marketing Priorities Report: Marketers Perform At Least 7 Major Functions

In the New World of content marketing, today’s technology marketers perform an average of seven major marketing functions regardless of their title or job function, according to the 2013 Technology Marketing Priorities Report. The report, produced by IT Marketing World and UBM Tech, examines results from a poll of over 150 business technology marketing professional across North America.

According to the report the top three functions sited by technology marketers were:

  1. Strategic Planning
  2. Content Creation
  3. Campaign Management

The report, which was produced in connection with UBM Tech’s CreateYourNextCustomer.com, however, found that the top three priorities technology marketers cited were:

  1. Demand Generation
  2. Revenue
  3. Branding

“As technology marketers continue to suffer the effects of the Great Recession and struggle to identify best practices in the era of content marketing, the survey provides some relief in the form of actionable insights into their careers and marketing trends,” said Jim Novy, President of IT Marketing World. “Technology marketers now have solid data to help them benchmark their job functions, tools, metrics, budgets and other important data points relative to their peers.”

Additional findings of the study include:

  •  In 2013, demand generation and branding objectives dipped slightly in favor of more sales-oriented objectives of lead nurturing, increased revenue and increased ROI.
  •  92 percent of technology marketers are optimistic about their budgets.
  •  35 percent of technology marketers anticipate bigger budgets this year.
  •  Only 40 percent of technology marketers believe they are “somewhat to very sophisticated” at integrating their marketing campaigns.
  •  The average technology marketer described their level of integrating marketing campaigns at a 6.5 out of 10 rating—indicating the need to work on leveraging campaign tools and technology to improve response rate and feed the sales funnel.

“Marketing’s clear charter is to drive revenue by creating brand demand and accelerating the pipeline,” said Scott Vaughan, CMO of UBM Tech. “Tech marketers need to re-think and re-tool to deliver upon this new mandate, leveraging key strategies like content-powered marketing to discover prospects, nurture relationships and close revenue.”
G2Market’s Inside Scoop: If you’re a technology marketer, it’s no surprise that you’re overworked and wearing far too many hats. It’s also not news that generating demand, boosting revenue and developing strong branding strategies that are workable across channels is what drives the bottom line. This survey helps document the disconnect and can provide a valuable tool for marketers to justify to upper management the need to re-jigger the top functions with the most mission-critical strategic priorities.

(For additional information contact: IT Marketing World, 714-336-4854, www.itmarketingworld.com; UBM Tech, www.tech.ubm.com, www.CreateYourNextCustomer.com.)

- Susan Aluise
Sr. Editor, G2Market