Study: B2B Marketers See Most Value in CRM tools

June 4, 2017 Ari Soffer

A recent survey finds it more beneficial than web analytics or social media marketing tools

eMarketer -- When it comes to marketing technology tools, business-to-business (B2B) marketers have a host to choose from. According to a March 2017 survey of US B2B senior marketers from Software as a Service (SaaS) lead generation company Leadspace, the tools they find most valuable are customer relationship management (CRM) and marketing automation.

Most Valuable Marketing Technology Tools According to US B2B Senior Marketers, March 2017 (% of respondents)

In fact, more respondents described these tools as valuable than other options, such as web analytics (27%) or social media marketing tools (20%).

But that’s not really surprising given the popularity of CRM and marketing automation tools, and how closely they are tied to B2B marketers’ goals of driving growth and leads.

By and large, marketers are continuing to lean on automation technology to drive leads.

Separate data from email marketing and automation firm are helping businesses with sales tasks like creating repeat buyers, onboarding new customers and, perhaps most importantly, generating new leads.

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