Marketing is one of the domains that has undergone a major transformation with the advent of technology. It has completely become a digital affair, with huge competition among companies to capture the attention of a seemingly limitless internet audience.
Technology is helping digital marketers to sieve through the audience more quickly and efficiently than ever before. It plays an integral role in automating the otherwise time-consuming task of evaluating prospects, looking for leads, defining the kind of leads and what is the best way to reach out to them. By simplifying all these processes, marketing technology allows marketers to focus on the 3Rs - delivering the "Right content" at the "Right time" to the "Right customer".
There are a variety of marketing channels where technology is working its magic. Social media, drip campaigns, mailer campaigns, push notifications, SMS, surveys and search engine optimization- all of these and more are currently being optimized by cutting-edge tools that are readily available to digital marketers, and they are making full use of it!
More than 78% of B2B companies are already using marketing automation tools, according to a study by Dun & Bradstreet, an analytics company. That is a number that is set to rise steadily in coming years, both for the B2B and B2C sectors.
Earlier, marketers had to spend a significant amount of time sifting through data, and even after their efforts, the marketing and lead generation process was still not optimal. This meant that it was much harder to create personalized messages that would lead to higher chances of conversion, as resources had to spend more time on the repetitive tasks of segmenting audiences and manually analyzing customer behavior with a very limited set of data.
Technology has changed that, with the internet coming in as a huge data repository that is ripe for the picking. Every aspect of the marketing funnel is currently being disrupted by technology, right from lead generation to account based marketing and to customer retention processes.
In order to understand the landscape, it is essential to know which companies are opting for which technology. Technographics give you a clear idea of the movers and shakers in several domains in the marketing technology sector.
Are you looking to understand the existing IT systems that the top companies are using?
If so then you need Technographics, and Slintel is the one-stop destination for all of your technographic needs. That being said, let's take a look at some of the most popular tools that are shaping digital marketing functions today.
Behavorial targeting is key to the future of marketing. With better knowledge of the customers, marketers are better enabled to target them with relevant content. Adroll is one of the big technology players here, and we have data on over 20,000 of their clients. This list includes Aricent, Chrysler, Colombia University, Tata Docomo and Hindustan Times.
Another popular choice for the industry-leading companies is Optimizely. We have information on almost 15,000 of their customers, including the likes of Audi, Air Asia, Cathay Pacific, Disney Store, Air France, Novotel, Four Seasons, Groupon and Genpact.
Social media is becoming increasingly influential in the buyer's journey. Many companies are now using social media management technologies to optimize and streamline their social media process to better align with their marketing objectives. Marketo is a major player in this domain. We have a list of more than 5,700 of their clients, including JP Morgan, Cisco, Nvidea, Saint Gobain and Xerox.
Outbrain is also a name to watch out for here. We currently have data on more than 4,900 of their clients, a list which includes American Express, Jockey, Mattel, Fortune, Hugo Boss, People Magazine, and Time Magazine. We also have customer data of other big players like Hopper, Hootsuite and GetSocial.
Marketing campaigns are being optimized by campaign management technologies that help the marketer direct traffic towards the right customers. The biggest name in this domain is Google, with Google Adwords being one of the most trusted and widely used tools by marketing teams across the world. In fact, we have over 2.5 million of their customers listed, with names like ICICI, 7 Eleven, Ikea, Infosys, Airbus and Jaguar just a few of the big companies using Adwards. We also have data on a combined 9,000 customers using SalesForce, Pardot and Hubspot.
Automation is the name of the game, and most of the popular marketing tools out there place a huge emphasis on marketing automation. This is a domain where the top players are constantly innovating and other up-and-coming technology companies looking to catch up with them.
We have data on over 81,000 companies using MailChimp across sectors like Logistics, Industrial, Agriculture, Retail, Hospitality and Publishing. We also have more than 15,000 customers listed for the likes of Hubspot, SalesForce and AdRoll.
Keeping leads and conversions warm is a very important aspect of the marketing function. In this regard, account based marketing tools enable the marketer to more effectively maintain their relationship with key leads and clients. Outbrain is leading the way in this field, being the preferred technology of customers like Shell, American Express, Jockey, Quantas, Hugo Boss, Telemundo and Fortune. We currently have a list of over 4,000 of their clients.
These are just some of the sub-domains of marketing technology. There are many other tools out there that are aiding digital marketing efforts and optimizing the entire process. As new technologies emerge in fields such as machine learning and artificial intelligence, we can expect new tools that will work towards the same cause. Marketers are now enabled to perform better, focusing their efforts on creativity and content, as technology helps them find the perfect target for the best results.
As a sales development or marketing rep it is important to understand what technologies your prospects use, and how you can use this to weave a better storyline.
For knowledge of more key tools and who's using them, check us out here.