Technology is changing marketing in a hurry, and some CMOs have acknowledged that the unrelenting pace of the transformation intimidates them.
In a survey conducted by Forrester Research and Erickson Research, 85% of 117 CMOs surveyed said their responsibilities had changed significantly in the past few years. Amazingly, 97% of respondents only expected the pace of change to accelerate. The change is coming so fast and so furious, in fact, that 34% of the CMOs in this survey described the changes as “overwhelming.”
There’s one group of CMOs, however, that seems undaunted by the pace of change, and that’s software marketing executives. Because of their comfort with the world of technology, software and tech marketers, in fact, are far ahead in embracing marketing technology and the data-driven, customer focus this technology enables.
A study we conducted last year at my company, Bizo, before it was acquired by LinkedIn, provided some insight into just how far software marketers are ahead of their peers. Software companies have long been pioneers in B2B digital marketing. They were among the first to build websites back in the early days of the World Wide Web in the mid-1990s. They blazed trails with display advertising and were among the first to see the value in search advertising, content marketing, and social media. Even when they made missteps, such as jumping on the MySpace bandwagon, the experience of these early adopters allowed them to quickly grasp the significance of other social media launches, such as LinkedIn, Facebook, or Twitter.
The Bizo special report, “The Data-Driven Marketer,” indicated software marketers are also leading the way in adopting data-driven marketing practices. In The Data-Driven Marketer survey, Bizo queried more than 850 marketers. The responses showed that the subset of software marketers is far ahead of all respondents in virtually every aspect of data-driven marketing.