While advanced marketers drive their businesses forward with coordinated, sophisticated campaigns enjoying respect at the leadership table, emerging marketers are falling far behind, limited by tightening budgets and management support. As such, it has never been more difficult for emerging marketers to seize opportunities and run the personalized campaigns needed to secure, generate and nurture leads. This has further widened the performance gap between emerging and advanced marketers.
True, some marketing wizards are ahead of the curve in adopting new marketing strategies, like Account Based Marketing (ABM), to deliver personalization at a level that traditional marketing couldn’t. However, the reality is that only 25 percent of respondents are deploying ABM, as lack of account insights and sales commitment persists. Without proper measurement and attribution, it isn’t a surprise that marketers struggle to demonstrate the success required to justify spend on new marketing investments.
Skills shortage is another reason why such advanced strategies aren’t deployed more often. Marketers also struggle because they simply don’t have sophisticated and intelligent tools crucial to success – especially in the areas of lead generation, ROI attribution, and ABM. Professionals who still rely on spreadsheets report that they spend more than 40 hours a month on calculations alone.
Overall, the gap in skills and tools continues to limit professionals in seizing new marketing opportunities in our fast-evolving digital-first landscape. The lack of ROI attribution and visibility throughout the digital marketing life cycle also limits marketing’s ability to prove business contribution and value to the leadership team, which in turn limits the tools and potential of today’s marketers.
To help organizations select the best Marketing Attribution Solution Providers, we present to you MarTech Outlook’s “Top 10 Marketing Attribution Solution Providers - 2021.”