From a technology perspective, marketing has become far more complex, and that's proving to be a struggle, especially for B2B marketers. Marketing tends to have more moving parts in B2B than in B2C, largely because selling to B2B prospects is a longer, more involved process. eMarketer reports that a majority of B2B marketers generally feel their use of technology systems is "advanced" in only one area: advertising networks.
This doesn't mean they don't have some competency in other areas: B2B marketers rate their usage of mobile, analytics, and testing and optimization as between advanced and "intermediate."
The areas in which B2B marketers were most likely to report “basic” usage included content management systems, marketing automation, customer relationship management and sales optimization, according to eMarketer's report.
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