Gartner Research

High-Tech Industry Insight: Marketers Recalibrate Budgets

Published: 26 July 2016

ID: G00308812

Analyst(s): Anna Maria Virzi

Summary

High-tech marketing leaders must stay on top of their own dynamic industry as well as navigate ever-changing marketing tools and techniques. Gartner's CMO Spend Survey for 2015-2016 highlights ways that high-tech marketing leaders are adjusting their budgets in response to these demands.

Table Of Contents

Survey Objective

Data Insights

  • Executive Expectations of High-Tech Marketers Are on the Rise, With Lead Conversion, Innovation and Strategic Planning Top of Mind
  • Social Marketing and Digital Commerce Are Top Marketing Tech Investment Areas for 65% of High-Tech Marketers, Representing a Shift to Initiatives That Show Quantifiable Results
  • High-Tech Marketing Leaders Rely More on In-House Resources to Deploy and Oversee Marketing Technology Compared With Marketers in Other Vertical Industries
  • More High-Tech Marketers Have Innovation Budgets Compared With Last Year, but These Budgets Have Remained Flat
  • Methodology
  • Definitions

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