Respondents to this CompTIA survey are actually quite positive, expecting higher tech budgets and less anti-technology backlash in 2022. What caught my eye was that 30% said marketing tech budgets are too low – more than any other department. That’s great because it means they’ll be more open to your request for an increase, right?
Just 3% of the respondents to this Piano survey said their company can seamlessly exchange data across departments, and only 9% are able to share data effectively. Data silos are the biggest obstacle to sharing (56%), and organizational issues are the biggest reason that silos exist. The good news here is that 54% already use third party tools for data management, so there’s hope that they’ll be able to improve things faster than if they relied on in-house development.
The integrated cloud communications market is relevant here because it increasingly overlaps with marketing systems. So you should probably care at least a little that cloud-based communications platform 8×8 has agreed to pay $250 million for Fuze, which offers roughly similar products.
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.