This article on marketing technology was originally published on CMO.com.

A new study by marketing technology provider Conductor suggests that CMOs and other marketing executives have four major priorities in 2015: targeting, data, the technology that enables that, and interdepartmental collaboration.

In fact, a whopping 61% of marketing executives say data is “more” or “much more” important than it was 12 months ago. Additionally, 65% of marketing executives plan on spending more on marketing technology in the coming year, with a large percentage (28%) planning to spend significantly more (25% or more).
marketing technology

Conductor surveyed 182 marketing execs about four core areas of the marketing machine: how they target their customers, measure their efforts, value their technology, and interact with the rest of the organization.

“The report offers some advice to marketing executives,” said Charity Stebbins, senior content strategist at Conductor, in an interview with CMO.com. “The first is to target your customer by who they are and also where they are in the purchase funnel. That means ensuring that content teams are creating content for specific personas in the buying stage. Second, hire both creative and data-driven minds and help them align on goals. Interdepartmental collaboration is important. The data and technology people need to work with the content team. There need to be established, shared goals.”

According to the Conductor survey, 90% of marketing execs agree that interdepartmental support is “important” or “very important” to their brands’ digital marketing success.

The report also looks at how important researching customer needs is to the marketing executive. 85% of agency executives said research before developing content was “very important,” while 76% of B2B executives also described it as “very important.”

marketing technology

“The most interesting figure, to me, was how stark the number was for executives who base decisions on research,” Stebbins said. “The number was 76%, and that’s a pretty large jump. And I speculate that’s probably because 90% of consumers want brands to put more content online. There’s a rising demand for a comprehensive digital presence, and execs are feeling the burden. My advice is don’t make decisions based on just your gut. Lean on the data. It should be a guiding force behind major strategic decisions.”

Click here for the full study.

The Author

Giselle Abramovich is senior & strategic editor at CMO.com. Previously she wrote for outlets including Direct Marketing News, Mobile Marketer, Mobile Commerce Daily, Luxury Daily, and Digiday. She loves all things digital and is fascinated by the influx of digital technology and the effect it has on brands, publishers, and agencies. Follow her on Twitter @GAbramovich.

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