In this presentation, we’ll share exclusive highlights from Widen’s 2019 martech survey. You'll learn what martech investments and integrations are trending most among Widen customers and stay on top of the hottest martech trends.

1. Highlights from Widen’s 2019
Martech Survey
Widen your perspective of your
broader technology ecosystem
April 24, 2019

2. 1
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Insights from The MarTech 2019
conference
Highlights from Widen’s 2019 martech
survey, including the top trends and most
popular by category
How Widen can help
What we’ll talk about today

3. Situation
What do they do?
The average enterprise has 91
marketing technologies 1
How do they interact?
How do we fully utilize them for optimal efficiency?
1
Source: Mary Meeker, Internet Trends Report for 2017, Kleiner Perkins, 2017, 190.

4. Understand all that you own
Utilize the capabilities to fullest potential
Know what gaps to fill next
Manage all content in one place
Leverage the data you have
Understand how your work is paying off
Impact
Imagine a dream state where you...

5. Resolution
Approach your marketing
technology with digital asset
management (DAM) at the core
DAM

6. From information management to marketing enablement
Tighter integration between Creative, Marketing, and IT
Increasing adoption of agile methodologies
Emerging consensus on metrics
Rise of omnichannel
This just in
Source: Jarrod Gingras, "Why Digital Asset Management Is Now Officially Martech," CMSWire, April 12, 2019.

7. Why martech matters
Digging deeper

8. To empower organizations
to connect with the world
in effective and efficient ways.
Why martech exists

9. In other news
As martech investments increase, we expect
increased visibility into marketing performance
Source: Jennifer Videtta, "Marketing Technology Grabs 29 Percent of 2018 CMO Budgets, Survey Says," MarTech Today, April 9, 2019

10. Most challenging barriers to success
of marketers agree integration
is the biggest obstacle to success
Ascend2 Marketing Technology Trends Survey, November 2018
52%
Source: Ascend2, Marketing Technology Trends: Survey Summary Report, November 2018

11. Integrated information systems → Increased productivity
Connecting systems and processes will increase the value of
your content through reuse and decrease in rework.
Aligning entire workstream → Increased collaboration
Your holistic strategy will bring teams together, allowing them to
understand the part they play in the entire workstream.
Creating validation processes → Mitigated risk of litigation
A reality for businesses, the release of incorrect or sensitive
information can results in costly mistakes or lawsuits.
Benefits
Connecting your martech

12. Martech®
conference 2019
highlights

13. GOALS
Growth over time
Source: Scott Brinker, "Marketing Technology Landscape Supergraphic (2019): Martech 5000 (actually 7,040)," chiefmartec.com, April 4, 2019.

14. GOALS
It’s more than a little intimidating …

15. GOALS
… but digital asset management (DAM) can
be the hub of your martech stack

16. Widen’s integration ecosystem

17. GOALS
The martech lifecycle
Source: Scott Brinker, "3 Trends Driving the Second Golden Age of Martech:
ecosystems, experts, and (citizen) engineers," chiefmartec.com, January 21, 2019.

18. GOALS
The golden ages of martech
Source: Scott Brinker, "3 Trends Driving the Second Golden Age of Martech:
ecosystems, experts, and (citizen) engineers," chiefmartec.com, January 21, 2019.

19. More and more customer touch-points are digital or
digitally supported across your organization
Marketing is increasingly at the center of that -
orchestrating everything that your company is providing
to your customers across your product, sales, and
support communications.
Widen is committed to being your customer
experience platform
Conduct marketing campaigns, enable sales, and serve
content across your digital experience.
Those who survive put focus on the total customer
experience
Widen supports your digital transformation
The martech lifecycle
Source: Scott Brinker, "3 Trends Driving the Second Golden Age of Martech:
ecosystems, experts, and (citizen) engineers," chiefmartec.com, January 21, 2019.

20. GOALS
Jobs in martech
Source: Scott Brinker, "Marketing Technology and Operations Salary Survey 2019 Results (free report)," chiefmartec.com, April 4, 2019.

21. GOALS
Jobs in martech
Source: Scott Brinker, "Marketing Technology and Operations Salary Survey 2019 Results (free report)," chiefmartec.com, April 4, 2019.
What do those people do?
● They research and recommend the technology.
● They operate the marketing technology.
● They train and support marketing staff.
● They integrate their martech products.
● They monitor the quality of the data flowing into them.
As you continue to add more martech to your stack, you need dedicated people in
these roles.

22. Widen’s martech survey
highlights

23. Decision-maker roles
Martech investment decisions
Marketing/Sales Leaders - 24.7%
CMO, VP Marketing and Communications, VP Global
Marketing, VP Sales and Marketing, Director Sales
IT Leaders - 23.4%
CIO, CTO, Director of IS/IT, Director of Marketing
Technology, VP of Technology, Global IT Director
Digital Leaders - 11.7%
Director Digital Marketing, Director Digital Strategy,
Director Web Technologies, Chief Digital Officer
Executive leadership - 11.7%
VP, Owner, Executive Management, Business Analyst,
CEO, AVP, Co-founder, VP Finance
Martech integration decisions
IT Leaders - 25.0%
CIO, CTO, Director of IT, Software Manager, Web
Architect, Web Developer
Digital Leaders - 20.8%
Chief Digital Officer, Director of Digital, VP Digital
Strategy, Web Manager, Digital Asset Manager
Marketing Leaders - 15.3%
VP Sales & Marketing, VP Marketing and
Communications, VP Global Marketing
Team effort - 12.5%
No titles listed

24. Most popular categories
Widen customers are most
interested in integrations with...
Web content management - 56%
Video management - 51%
Social media management - 42%
Project management - 36%
Marketing automation - 33%
Product information management - 21%
Content planning and scheduling - 18%
Sales enablement - 17%

25. Most popular current integrations
Widen customers have integrated
with these solutions most
Adobe Creative Cloud
Search for assets within Photoshop, Illustrator and InDesign
Salesforce CRM
Search for assets within leads, accounts, contacts, and opportunities
Wordpress
Search for assets within the Wordpress library
Sitecore
Search and insert assets within Sitecore pages
Workfront
Send assets from Workfront to the Widen Collective®

26. Most popular planned integrations
Widen customers plan to integrate
with these solutions most
Adobe Creative Cloud
SharePoint
Salesforce CRM
Salesforce Marketing Cloud
Workfront work management
Asana work management
Showpad sales enablement
Wordpress web content management
Sitecore web experience management

27. Most popular new investments
Widen customers have added
these tools most in the last year
Wrike work management
Workfront work management
Microsoft Teams
Salesforce Marketing Cloud
Marketo marketing automation

28. Most popular planned integrations
Widen customers plan to integrate
with tools in these categories most
in the next 12 months
Marketing automation
To extend assets across all digital touchpoints
Project management
To send final assets to the Wide Collective from closed projects
Product information management
To syndicate assets and product information to e-commerce channels

29. Most popular API uses
Widen customers have used the
Widen Collective API for...
Content management systems (CMS)
Third-party platforms like Sitecore, Kentico, Wordpress, and internal
proprietary tools
External sites
Public interfaces, mobile apps, distribution services, print supplier portal
Other enterprise apps
Stibo STEP MDM, SharePoint, LinkedIn Learning, Box

30. Most popular martech by category
Digging deeper

31. Widen’s martech ecosystem
Let’s look at the most popular
products per category for
integrations with DAM

32. SAP Hybris
Informatica
Akeneo
Stibo
InRiver
Riversand
Salsify
Product information management
Product
information
management

33. Salesforce
Microsoft
Dynamics
HubSpot
NetSuite
SAP CRM
Customer relationship
management
Customer
relationship
management

34. Jira
Basecamp
Trello
Workfront
Smartsheet
Wrike
Microsoft
Asana
Project management
Project
management

35. Drupal
WordPress
Sitecore
Adobe Experience Manager
HubSpot
Kentico
Sitefinity
Episerver
Web content management
Web content
management

36. Salesforce Marketing Cloud
Marketo
HubSpot
Oracle Eloqua
Marketing automation
Marketing
automation

37. Hootsuite
Sprout Social
Hubspot
TweetDeck
Salesforce Social Studio
Spredfast
Sprinklr
Social media management
Social media
management

38. Wistia
Brightcove
Kaltura
Vidyard
Online video platforms
Online video
platforms

39. Salesforce Commerce Cloud
SAP Hybris
Shopify
IBM Digital Commerce
Magento
E-commerce
E-commerce

40. Widen’s martech ecosystem

41. How Widen can help

42. Most do not have a roadmap
for integrations and
onboarding new products
(or don’t know if they do).
Start with a strategy

43. Martech strategy design
For new and existing Widen customers
Change management
For new and existing Widen customers
Process improvement
For existing Widen customers
Widen consulting
Get the right strategic foundations
in place for optimal efficiency

44. Managed integrations
Custom integrations
Martech categories
Project management
Customer relationship management (CRM)
Marketing automation
Content marketing
Social media management
Product information management (PIM)
E-commerce
Sales enablement
Widen partners
New full service integration
deployment partner
+

45. Questions?
Contact:
marketing@widen.com
www.widen.com