MassTLC, UNCON2014, unConference

unCon 2014 Session: 85% of US Businesses Are Not Using Marketing Automation Technology

By Patrick Rafter,
you’re in the tech biz, particularly if you’re a marketer – chances are you are
using or considering marketing automation products.

From Massachusetts-companies like HubSpot and Constant Contact to California-born
products like Marketo and Jive there’s a wide assortment of
Software-as-a-Service (SaaS) products that help companies to better manage and
track the results of digital marketing efforts.
their websites and you’ll see evidence in abundance on how companies benefit
from this technology. Given that, it was fascinating to join a session at the 2014
MassTLC unConference focused on marketing technology that revealed some
surprising research results.
Led by a MassTLC regular, Louis
(aka @louisgudema on Twitter), President of revenue + associates and
a longtime Boston-based marketing consultant: this session attracted a
collection of tech marketers as well as others from fields as diverse as biofuels
and industrial lasers.
started the session by asking a leading question:
many B2B companies are actually using marketing technology?
the general consensus in our group that most businesses are using “martech,” Louis
surprised us by sharing some recent research he directed.
research originated with a survey of adoption of marketing technology by 351
mid-market B2B companies across a wide range of industries. It specifically
mentioned 9 major types of marketing tech software. 

you’ll see in the chart below, a principal finding was that while software
companies software companies of all types (security, hospitality, healthcare,
retail, marketing, etc.), are aggressive adopters of martech – other industries
(the lion’s share of U.S.) use very
little marketing tech software
to market their products, services and other
2014 Louis Gudema, Included with permission of the creator.
the 85 software companies Louis & Co. surveyed are using 6, 7, 8, even 9 of
the nine marketing technologies; while 266 companies in other B2B industries
(custom manufacturing, electronic components, medical devices, and professional
services such as engineering, consulting and architecture) use only 1-2 of the
nine applications.
these findings, brought to mind the lessons of Geoffrey Moore’s classic “Crossing the Chasm” which delineated the difference between early
adopters (who are tech savvy) and the psychographics of people in other
industries, on the other side of the chasm, who are less comfortable with
technology, move slowly and may prefer to be educated and “sold to” through
non-digital marketing including print, niche industry publications and real-world
(vs. virtual) conferences.
epiphany reminded me that marketing to “mainstream markets” including
manufacturing, life sciences and medical devices, and computer hardware still
rely heavily on print – a fact that bodes well for one Massachusetts company, HubCast (not to
be confused with “HubSpot”) whose global print supply chain
helps enterprises manage the
complexities and reduce the costs of print procurement.
the impact that “Chasm” had when it first came out in 1991, it’s fascinating to
see its validity more than two decades later. The session has inspired me to visit
to pick up copy of the 3rd edition
, issued
this year (2014).

it was impossible to cover a lot of ground in the 60 minutes allotted to this session,
but I’m sure that many of the attendees (and marketers within the MassTLC
community) may be interested in buying Louis Gudema’s full report.

Titled “6 Strategies for Marketing Technology Vendors That Will Accelerate
being distributed by VentureBeat
and available for download for $199
should be interesting to see if Gudema’s observations resonate with martech
vendors, and what they may do to adapt their own strategies to penetrate and
grow in the massive mainstream. 

Upcoming Events


Related Articles