1.
- 1 -
THE QEDbaton
B2B MARKETING
TECHNOLOGY
SPEND REPORT
2014
To stay ahead in the marketing arena, you need to know
what technologies your competitors are investing in.

2.
The Marketing Technology Landscape: Holy Cow!.........4
Marketing Experiences: The Front Office.......................6
Marketing Operations: The Back Office..........................7
Marketing Middleware: The Glue................................... 8
Marketing Backbone Platforms
and Marketing Infrastructure......................................... 9
Internet Services and Social Networking.......................10
Know Thy Customer........................................................ 10
Key Takeaways and Trends Wrap-up..............................11
About QEDbaton............................................................. 12
TABLE OF
CONTENTS

3.
- 3 -
Every ambitious B2B
marketing enterprise is
always exploring ways to
reach more customers, show
them how your capabilities
align with their strategies,
demonstrate that your services
stand out from the pack, and
make every dollar you invest
carry its weight.
Much of this, of course, you’re
going to do with technology.
(We’re living in the twenty-first
century, right?) So how do you
keep up with the technology,
which revolutionizes itself every
few months or so? The last time
we looked, there were more
than a thousand technology
products and services, which we
can evaluate according to the
functional areas of marketing
experiences, marketing
operations, middleware,
backbone platforms,
infrastructure, and the internet
marketing environment.
In such a rapidly evolving
market, it’s easy get confused
if you survey it on your own.
There are more options than
ever before in every category,
and even if each one of them
were terrific technology, you
need to identify the ones that
offer the most promise for
your specific needs. The good
news is all those options and all
that rapid evolution mean the
technology solutions for your
business are out there, and
getting better all the time.
To gain of view of technologies
are doing the most for
those who use them, or at
least to identify the ones
that marketing technology
companies are investing in most
heavily of late, we polled and
received responses from two
hundred sixty B2B marketers
in the United States and
internationally. The report that
follows gives you a snapshot
of how B2B marketers such
as yourself are placing their
bets on technology. We think
that this information can be a
big help to you in identifying
your marketing technology
requirements, and in delivering
successful marketing programs.
To stay ahead in the marketing arena, you need to know
what technologies your competitors are investing in.
Here is a digest of the latest trends.

4.
- 4 -
The inspiration and foundation
for our survey came almost
exclusively from the brilliant
Scott Brinker and the entries in his
blog, Chief Marketing Technologist.
Since 2011, Scott has been putting
together an ever-more complex,
and therefore more thorough
and valuable, map of marketing
technology companies. Growing
from about one hundred companies
in 2011 to three hundred fifty in
2012, the latest iteration (January
2014) of his supergraphic catalogues
nearly a thousand companies,
which he groups into six classes
(from marketing experiences to the
internet marketing environment,
noted above) that represent almost
fifty categories.
Scott has taken the measure of the
marketing technology space, and
organized it in a way that makes
sense to him and most B2B marketing
businesses. Given how fast this space
is growing and evolving, it’s easy to
understand that the categories and
classes will also change. New divisions
of the landscape will make sense in
the years to come. New categories will
emerge, and others will combine with
each other, and some will simply fade
away as the technology advances.
We set out to build on Scott’s fantastic
work, and identify investment trends
in the world of marketing technology.
It was a fascinating exercise to carry
out, and we trust that you will profit
from the information and benchmarks
that we unearthed in survey.
The Marketing Technology Landscape: Holy Cow!

5.
- 5 -

6.
- 6 -
Looking at the green and orange areas
in the diagram above, what emerges is
an overall migration of B2B marketers
away from display advertising toward
social media marketing. We also found
significantly increasing investments in
content marketing, sales enablement,
events and webinars, and email marketing.
A lot of technological innovation is taking
place in the content and social marketing
space, and these options are tempting B2B
marketers to engage their audience in a
more interactive manner.
In studying this diagram and the ones
that follow, it is important to particularly
consider the categories that could make
the biggest difference in your particular
B2B marketing ecosystem. Low overall
investments in a category that could be a
gamechangerforyoumightsignalthatnow
is the time to use that type of technology
to steal a march on your competition.
This class, which
features customer-
facing technology, has
eighteen categories, with
socialmediamarketingbeing
by far the most crowded
with offerings. All these
technologies directly affect
prospects and customers
across the marketing
lifecycle, and include
content marketing, testing
and optimization, display
advertising, email, SEO, and
marketing apps—the front
office of modern marketing.
In this and all the following
sections of our survey, we
asked participants to specify
for each category their
investment plans for the
next 12 months: investing
more (green), investing the
same (blue), investing less
(orange), or no investment
or undecided (gray).
Marketing Experiences: The Front Office
Amongst the best
in class companies
surveyed the visible
trends were to invest
more in Video Ads
& Marketing (56%),
Social Media Marketing
(56%), Sales Enablement (39%) and
Events/Webinars (39%).

7.
- 7 -
This class, which features tools for
managing marketing data—the
back office—encompasses nine
categories. More vendors are offering
solutions for business intelligence and
web & mobile analytics than for any
of the other categories, which include
agile and project management,
marketing resource management,
marketing data, and marketing
analytics.
As with practically every aspect of
technology today, the trend here is to
invest more in marketing analytics and
business intelligence. In fact, only an
insignificant number of respondents
plan to decrease their investment in
any of the categories of marketing
operations technology.
Everywhere you turn these days, you
see that companies are seeking to
capitalize on big data however they
can. The responses to our survey
show that marketing technology is
no exception. Big data analytics can
provide surprisingly valuable insights of
astounding precision.
Marketing Operations: The Back Office
Among the best-in-class
companies surveyed,
thetrendwastoinvest
more in marketing
analytics (39%), web
and mobile analytics
(39%), and dashboards
(39%).

8.
- 8 -
Themiddlewareclasscontainsfive
categories, of which platforms
for data management (DMPs)
and customer data (CDPs) is the most
vendor-rich. The other categories are
cloud connectors, tag management,
user management, and Application
Programming Interface (API) services.
Scott Brinker emphasized the
importance of marketing middleware
in the introduction to his 2014 report
onthemarketingtechnologylandscape
by saying:
"Middleware is the “software glue”
that makes it even easier for multiple...
products to work together. Instead
of each product needing to explicitly
integrate with each other product
out there…middleware can serve as a
common highway...for data between
them.DMPsandCDPsaretheemerging
giantsinthisrole,buttagmanagement,
cloud automation/integration products,
user management/single sign-on
services, and API management are all a
part of this important connective tissue."
Brinker also notes that marketing
middleware facilitates the orchestration
of diverse marketing technologies into
a cohesive unit, enabling a marketing
business to tailor its technology into a
portfolio that best serves its mission.
We found two significant trends in
middleware technology investments
among our survey recipients: increased
spending on 1) DMPs and 2) cloud
connector services.
Thesetrendsdidnotsurpriseus,giventhe
ROI on data centralization, enrichment,
andcleansingthatDMPsprovide,andthe
competitive advantages that come with
building a custom marketing ecosystem
in the cloud.
Marketing Middleware: The Glue
Amongst the best-in-class
companies surveyed the
visible trends were to
invest more in Cloud
Connectors (39%),
Data Management
Platforms (28%), and
User Management (28%).

9.
- 9 -
Infrastructure technology for
marketing is all underlying systems
that enable the higher orders of
technology to work as they do.
For our survey, we continued with
Brinker’s categories of databases,
big data, cloud resources, web
development,anditssubset,mobile
application development.
As with marketing backbones,
the most obvious trend here was
a collective decision to invest
less in a particular category, in
this case, the category of mobile
application development. Perhaps
marketing technology
for e-commerce
and mobile has
reached a plateau,
and several years
will elapse before
renewed investment
m a k e s s e n s e .
According to our
survey respondents,
three infrastructure
categories appear to
be good prospects
for investment:
databases, cloud, and
web development.
Marketing Backbone Platforms and Marketing Infrastructure
Marketing backbone platforms serve
as foundational services or data
repositories that a business’s other
systems rely on as a basic resource. Brinker
divides this class into four categories:
CRM, marketing automation/integrated
marketing, website/content management,
and e-commerce.
Of those four categories, our survey
revealed the least amount of new spending
planned for e-commerce. CRM, website/
content management, and automation/
integration all appeared to be areas where
our respondents see strong reasons to invest
more.
The best-in-class
companies that
responded to
our survey said
that their biggest
b a c k b o n e -
infrastructure
investments in 2014
would be in CRM (56%) and
cloud solutions (39%).

10.
- 10 -
Internet Services and Social Networking
InadditiontotheclassesandcategoriesonBrinker’sMarketing
Technology Landscape, we also surveyed marketing
businesses on their projected investments in internet service
providers and social networks such as Facebook, LinkedIn,
Twitter, and Google.
As the graph below makes clear, internet and social will
continue to be an important channel of investment for B2B
marketers.
Among the best-in-class companies
surveyed, the most critical attributes
of a 360-degree view of customers
and prospects were information
about demographics and content
engagement.
Know Thy Customer
TogetasenseofB2Bmarketers’commitmenttounderstanding
their prospects and customers, we also asked respondents
whether they would like a “360-degree” view of them. A
whopping 86 percent responded that they would like such
a view.
We then followed up by asking the marketers to rank
the elements that make up a 360 degree view, and they
responded by saying that content engagement was the
most critical element, and that web history, social profile,
demographic, and firmographic information bunched up
behind it.

11.
- 11 -
Marketing technology is only
going to expand as more
products and services
encompass further capabilities to
store, analyze, and display marketing
information. On that foundation,
our survey and analysis revealed the
following trends:
1B2B marketers are moving away
from display advertising, placing
their bets instead on social media and
content marketing initiatives. These
investmentsaddresstheessentialneed
to engage with the prospect. Doing so
allows B2B marketers to facilitate the
prospect/buyer’s engagement with
the brand, and educate the prospect/
buyer throughout the buying journey,
all of which leads to making an
informed decision.
2We also see that marketing
analytics, delivered over the web/
mobile, as an area of strong interest to
B2B marketers. Given the unparalleled
value of granular and reliable market
information available in real time,
this makes sense. Like everyone else,
marketers need to demonstrate ROI
on the campaigns they execute, and
analytics provides all the variables of
the ROI equation.
3Apparently, one of the biggest
trends is the emergence of
customer data platforms. These are
central repositories of marketing
data that not only keep marketing
data clean and up to date, an age-
old problem, but also push that
data out to other systems, such as
platforms for ads and/or marketing
automation. The customer data
platform could also start to play a key
role in pulling together 360-degree
views of individual prospects as they
travel across town and navigate the
web, engage with brand content, and
interact on social media.
Key Takeaways and Trends Wrap-up

12.
- 12 -
QEDbaton Inc. is an award-winning,
innovative, demand generation agency
that enables its global client base of
technology companies to achieve high-
performance prospecting across the entire
sales and marketing funnel.
Our in-house team of 350 tele-prospecting
agentsassistB2Btechcompaniesindriving
impactful programs that include:
1Audience Generation: Webinar
registrations/on-demand webcasts
2Lead Generation: Content syndication/
lead profiling
3Sales Appointment Setting: Highly
qualified sales appointments to help
drive revenue
Furthermore, LeadEnrich, our customer
data management platform, helps
automatedataaggregation,deduplication,
andstandardization,andfulfilnewcontact-
discovery requirements.
To learn more, please visit:
www.QEDbaton.com – Corporate Website
www.LeadEnrich.com – Our Customer Data
Management Platform
www.DemandFarm.com – Our Key Account
Management Platform
About QEDbaton
• Join the world’s largest LinkedIn group for sales,
marketing & business development professionals.
•ThisgroupismoderatedbyQEDbatonandcurrently
has over 190,000 members from across the globe.
• Copy and paste the following link into your web
browser: http://www.linkedin.com/groups/
Business-Development-25005/about