• Study: IT Marketers Perform An Average of Seven Major Functions

    The 2013 Technology Marketing Priorities report cites demand generation and revenue growth are the biggest priorities this year.

    IT Marketing World and UBM Tech’s CreateYourNextCustomer.com announced the release of their new research report, the 2013 Technology Marketing Priorities Report. The report analyzes results from a poll of 150+ business technology marketing professional across North America.

    Research Findings:

    • Today’s modern technology marketer plays a diverse role, performing an average of seven major marketing functions regardless of their title or job function; Strategic planning, content creation and campaign management were the top three functions cited. Marketing analytics was the fourth most cited function, tied with marketing budget management.
    • Demand generation, revenue and branding solidly remain the top three priorities for technology marketers. In 2013, demand generation and branding objectives dipped slightly in favor of more sales-oriented objectives of lead nurturing, increased revenue and increased ROI.
    • 92% of technology marketers are optimistic about their budgets with 35% anticipating bigger budgets this year.
    • Only 40% of technology marketers believe they are “somewhat to very sophisticated” at integrating their marketing campaigns; the average technology marketer described their level of integrating marketing campaigns at a 6.5 out of 10 rating—indicating the need to work on leveraging campaign tools and technology to improve response rate and feed the sales funnel.

    “As technology marketers continue to suffer the effects of the Great Recession and struggle to identify best practices in the era of content marketing, the survey provides some relief in the form of actionable insights into their careers and marketing trends,” said Jim Novy, President of IT Marketing World. “Technology marketers now have solid data to help them benchmark their job functions, tools, metrics, budgets and other important data points relative to their peers.”

    “Marketing’s clear charter is to drive revenue by creating brand demand and accelerating the pipeline,” said UBM Tech’s CMO Scott Vaughan. “Tech marketers need to re-think and re-tool to deliver upon this new mandate, leveraging key strategies like content-powered marketing to discover prospects, nurture relationships and close revenue.”

    The 2013 Technology Marketing Priorities Survey was commissioned by UBM Tech’s CreateYourNextCustomer.com and executed by IT Marketing World to deliver foundational data as it relates to the priorities and skillsets of today’s modern technology marketers.

    For full access to the research data, please visit:

    Angela Lee-Moll is the Marketing Director for UBM Tech’s InformationWeek Business Technology Network, where she leads the strategic market growth and brand positioning, InformationWeek Financial Services and InformationWeek Healthcare. UBM Tech Marketing Services deliver integrated marketing campaigns and programs including media solutions, lead and demand generation, events, online communities, content development and custom solutions.

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