Technology is a part of measuring effective marketing campaigns, and these days it’s important to be skilled at a number of technology platforms. MarketingSherpa’s Lead Generation Benchmark survey shows a number of marketing technologies organizations are currently using. The top technology was web analytics at 76%. Email marketing platforms came in second at 64% and website content management systems a close third at 61%. Marketing automation was last at only 19%.

When broken down based on primary market, web analytics appeared to be the most prominent in B2B(76%), B2C (75%), B2BB2C (77%). CRM is a larger priority in the market of B2B (60%) than B2C (36%).  Social marketing analytics is a larger use for B2C (41%) than B2B (29%).

Do you find yourself optimizing existing tools or investing in new ones to measure your marketing strategy?

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