Gartner Research

How B2B Marketers Approach Technology Adoption

Published: 14 June 2017

ID: G00326620

Analyst(s): Bryan Yeager


Tasked with driving business growth, marketing leaders are strategic but sometimes overly cautious adopters of marketing technology. Gauge how your organization's marketing technology strategy, deployments and investment plans measure up to other B2B companies.

Table Of Contents

Survey Objective

Data Insights

  • Content and Customer Data Are Core Areas Supported by Basic B2B Technology Investments
    • Recommendations
  • B2B Marketers Adopt Intermediate Martech Capabilities to Satisfy Growth Goals
    • Recommendations
  • Digital Advertising Spend Is a Key Factor in Marketing Leaders' Likelihood to Invest in Advanced Marketing Technologies
    • Recommendations
  • Methodology
  • Definitions

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