Dive Brief:
- Hubspot polled marketers on challenges and priorities, and not surprisingly both B2C and B2B marketers named proving ROI for marketing activities the top challenge.
- Identifying the right martech was the second biggest challenge for B2C marketers, while securing enough budget came in second for B2B marketers.
- CRM remained the top piece of martech for surveyed marketers – 18% reported planning on evaluating or purchasing CRM software this year.
Dive Insight:
Hubspot surveyed B2C, B2B and non-profit marketers on their challenges and priorities in July and proving ROI on marketing activities took the top spot at 52% for B2C and 51% for B2B marketers. Non-profit marketers named managing the website the top challenge at 46%.
An interesting result from the research was B2C marketers named finding the right marketing technology for their needs the second most pressing challenge at 37%, following close behind were managing the website securing enough budget.
Budget was a bigger challenge for B2B marketers, coming in second at 32% followed by managing the website. Non-profit marketers named proving ROI second at 43%, and securing enough budget third at 41%.
For B2C and B2B marketers finding an executive sponsor was the least challenging category, while non-profit marketers named hiring top talent the least challenging.
Among marketing technology, CRM software took the top spot for the second year in a row with 18% of respondents planning on evaluating or purchasing the tech this year, and sales engagement platforms passed sales enablement software to take the second spot at 13%.