Bridging the Digital Marketing Divide Marketing technology has the potential to help marketers achieve great things, but as MarTech stacks grow, often so too does the divide between having marketing technology and driving results with it. We call this the digital marketing divide. There are nearly 7 , 000 marketing technologies on the market today 1/3 of marketing’s budget today is spent on technology 48% of marketing decision-makers consider marketing technology to be the most difficult marketing tactic to execute of B2B marketers surveyed reported that they have completed implementing needed marketing technologies Only 19% Cost: Can be too prohibitive for businesses to acquire all the features and functionality they need. Complexity: Integration is too complex, resulting in disparate systems and processes. Data: Data needed to make intelligent business decisions or power marketing technology is nonexistent. Skills and Resources: The skills and resources needed to plan and execute campaigns in-house is often lacking. The Marketing Technology Landscape How to Bridge the Digital Marketing Divide How the Digital Marketing Divide was Created Internal Alignment: Collaboration between departments – not just sales and marketing, but IT and marketing too – is imperative. Knowledge and Skills: Through extensive training or managed execution services, marketing technology companies can help customers ensure that their solutions are utilized to the fullest. Actionable and Accessible Data: Technologies need to be connected and well-integrated in order to give companies the data they need to make intelligent business decisions. Companies with aligned sales and marketing generated 208% more revenue from marketing Only 9% of marketers surveyed felt they had strong digital skills across their marketing team 75% of companies have increased consumer engagement with data-driven marketing Download the white paper: www.clickdimensions.com/thedivide Sources: Chief Marketing Technologist, Gartner, Ascend2, ClickDimensions, Smart Insights, MarketingProfs, Forbes

The Marketing Technology Landscape 7000 1/3 · Bridging the Digital Marketing Divide Marketing technology has the potential to help marketers achieve great things, but as MarTech

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Bridging theDigital Marketing

DivideMarketing technology has the potential to help marketers achieve great things, but as MarTech stacks grow, often so too does the divide between having marketing

technology and driving results with it. We call this the digital marketing divide.

There are nearly

7,000 marketing technologies

on the market today

1/3of marketing’s budget

today is spent on technology

48%of marketing decision-makersconsider marketing technology

to be the most difficultmarketing tactic to execute

of B2B marketers surveyed reported that they have

completed implementing neededmarketing technologies

Only19%

Cost:Can be too prohibitivefor businesses to acquireall the features andfunctionality they need.

Complexity:Integration is too complex,resulting in disparatesystems and processes.

Data:Data needed to makeintelligent businessdecisions or powermarketing technologyis nonexistent.

Skills andResources:The skills and resourcesneeded to plan and executecampaigns in-houseis often lacking.

The Marketing Technology Landscape

How to Bridge the Digital Marketing Divide

How the Digital Marketing Divide was Created

Internal Alignment:Collaboration between departments – not just sales and marketing,but IT and marketing too – is imperative.

Knowledge and Skills: Through extensive training or managed execution services, marketing technologycompanies can help customers ensure that their solutions are utilized to the fullest.

Actionable and Accessible Data: Technologies need to be connected and well-integrated in order to give companiesthe data they need to make intelligent business decisions.

Companies with aligned sales and marketinggenerated 208% more revenue from marketing

Only 9% of marketers surveyed felt they had strongdigital skills across their marketing team

75% of companies have increased consumerengagement with data-driven marketing

Download the white paper:www.clickdimensions.com/thedivide

Sources: Chief Marketing Technologist, Gartner, Ascend2, ClickDimensions, Smart Insights, MarketingProfs, Forbes