We like data here at EverString. So we set out to create a survey to find out how technologically advanced the average marketer was. From who is using marketing automation, to how marketers are scoring their leads, to how marketing teams are using predictive marketing today—we wanted to separate the fact from the fiction. And, because we are a predictive marketing platform, we wanted to get some clarity around who is using predictive marketing today and where marketers see it fitting into the technology stack in the future.
We surfaced a lot of very interesting data points and can’t wait to share them with you. BUT—for the full report, you will have to wait until our release date of October 13th. I know, waiting sucks! But to get you excited about the report, we wanted to give you some of the data in a sneak-peak blog post.
Marketing Technology Maturity
As marketing technology continues to innovate, marketers are finding different ways to leverage these new technologies to do their jobs better and with more efficiency.
But, the fact remains that there are different levels of maturity throughout marketing—often effected by team size, company size, and even location. What do we mean by maturity in this context? Maturity is defined by the strategic depth in which a marketing organization uses technology to streamline processes.
We found that there is a strong correlation between maturity with marketing technology and the adoption of predictive marketing. Let’s take a look at the maturity of the average marketing organization.
Current Marketing Technology Stack
When asked what type of marketing technology our audience was using, 38% said that they had a baseline marketing tech stack of CRM, marketing automation, and a few additional tools. This answer represents the largest grouping of our respondents. And that is great news! That means most of you are leveraging key technology solutions like marketing automation and CRM to be more effective with your marketing.
Another 25% of you report to have a basic CRM and are currently exploring marketing technology. Cleary, the adoption of marketing technology is very real—with over 50% of our respondents either having marketing automation or looking to implement marketing automation.
Additionally, another 25% of our respondents said that they were sending emails—presumably with an Email Service Provider or through a CRM tool. These respondents are lower on the maturity curve, but still engaging in marketing activities.
Our most mature group, 10% of our respondents, reported that they are the NASA of marketing tech! This group most likely uses both CRM and marketing automation, coupled with other marketing technologies to automate their work and help drive their business. This 10% represents the most advanced in our survey.
And luckily, only 2% of respondents did not know the definition of marketing technology. To those 2%, time to do your research and get on board!
And where in the US are companies adopting the most marketing technology? Overwhelmingly, the respondents that professed a higher level of marketing maturity live on either the West or East coast. However, we did find that Massachusetts and New Jersey had the highest number of respondents who only use email currently.
Marketing technology is becoming more and more widely adopted over time and geographic location. More companies are not only evaluating marketing automation, but they are also evaluating additional marketing technology to add to their stack.
And as we found out upon further analysis of our data, marketing technology maturity had a direct correlation to the adoption of predictive marketing–98% of marketers who responded that they have at least a CRM, marketing automation, and a few marketing tools reported that they were either fully committed to predictive or were implementing predictive marketing. More on this when we release our full survey findings!
A key indicator of a more mature use of marketing technology, particularly marketing automation, is an organization’s utilization of lead scoring. Are you leveraging a lead score to prioritize your leads for sales? Using lead scoring creates harmony and alignment between sales and marketing as there is an agreed upon methodology for defining the hottest accounts and leads.
We asked our respondents if they were scoring their leads, and if so, how were they scoring them.
We were pleased to find out that the majority of respondents, 62%, are scoring leads through their marketing automation tool. Our most mature respondents, 7%, are using predictive to score their leads. And the least mature respondents, 32%, didn’t know what scoring was. Interestingly enough, 32% are actually doing scoring manually—most likely sorting through leads to send the best to sales.
And as far as how our respondents are scoring—those that do in fact score their leads, are pretty sophisticated, with 33% using both behavioral and firmographic attributes.
Stay Tuned for More to Come!
This is only a small sliver of the data that we will be releasing on October 13th! So stay tuned for the full report release. And in the meantime, to brush up on predictive marketing, visit our resources center!