NZ Marketing Technology
Landscape Survey 2020
Which of the following Marketing Technologies (MarTech) does your organisation use?
MA (Marketing Automation)
CMS (Content Management System)
Describe which other Marketing Technologies (MarTech) your organisation uses
How many Marketing Technology software vendors are used by your organisation? Eg Marketo, Salesforce, Adobe, Oracle, Google etc
1 to 3
4 to 6
7 to 10
I find it easy to understand the differences between Marketing Technologies when investing in a new platform
My Marketing Technologies all integrate seamlessly
My business understands the value Marketing Technology delivers
Do you use a certified partner organisation to enable your marketing automation (MA)?
Which of the following MA services do you rely on third parties for?
Reporting and analytics
How satisfied are you with the services provided by your partner organisation?
How large is your inhouse marketing operations team?
2 to 3
4 to 5
How do you measure the impact of marketing spend?
We use a defined attribution model and track marketing impact through to revenue with technology
We track first-touch or last-touch pipeline/revenue with technology
We track leads/enquiries
We track engagement metrics e.g. likes, opens, clicks etc.
We have limited/no tracking
Describe how you measure the impact of marketing spend
How would you describe your organisation's Marketing Technology capabilities?
How would you describe your organisation's Marketing Technology roadmap?
We are currently evaluating MA
We are not using MA and don't plan to
We are not using MA but plan to in the next 3-6 months
We are not using MA but plan to in the next 6-12 months
Describe your organisation's Marketing Technology roadmap
How well do you believe you are utilising the Marketing Technology you have?
We are not using many of the features of a Marketing Automation platform
We are using the core features of a Marketing Automation platform
We use some features but need to build our capability
We use the majority of features but need to optimise them
We use all features and optimise them to get the best results
Describe how well you are utilising the Marketing Technology you have
What are the reasons that you haven't yet started with Marketing Automation?
Lack of content
Lack of executive buy-in
Select the 3 priorities that best reflect your marketing plan for 2020
Increase Marketing Efficiency
Streamline Lead Management & Improve Sales Alignment
Expand Customer Lifecycle Engagement
Create A Seamless Buyer Experience Across All Channels
Prove Marketing's Impact On The Business
Improve Organisational Alignment and Scale
Enable Digital Transformation in Marketing
Build A Centralised Data Hub (360 Customer View)
Which Marketing Automation activities are you currently engaging in?
Automated / triggered email messaging
Multichannel automation of messaging (e.g. social, SMS, display advertising)
Integration with other marketing channels and technologies
Dynamic content generation
Re-send to non-openers
Tactical campaign messaging (bulk)
Content AI / predictive content
Tell us which other Marketing Automation activities you are currently engaging in
Do you leverage first party data in paid media?
Do you plan to do so within the coming 12 months?
Unsure / I don't know
Primary reasons of why you don’t currently leverage first party data in paid media?
Poor data quality or limited/no access to organisation’s first party data
No clear plan on how to activate and/or segment
Not viewed as important to organisation’s success
Not the right external partners to achieve success
Unsure/I don't know
How important do you view Marketing Technology to your organisation's business success?
Do you expect to increase or decrease your investment in Marketing Automation over the coming year?
Primary Challenges in driving adoption of Marketing Technology Investment over next 12 months?
Securing required investment
The right external partners to achieve
Silos/cross functional alignment
Unsure/I don't know
Describe what other Primary Challenges in driving adoption of ROI from Marketing Technology Investment your organisation will have over the next 12 months
Marketing is aligned with technology at my organisation
Marketing is aligned with sales at my organisation
Marketing is aligned with finance at my organisation
Marketing is aligned with ops at my organisation
What is your primary business?
Software and Technology
Manufacturing and Wholesale
Healthcare and Life Sciences
Financial Services and Insurance
Property, Real Estate and Construction
Telecommunications and Utilities
Media, Sales and Advertising
Enter your primary business
Number of employees in your companies
0 to 50
51 to 100
101 to 500
501 to 1,000
1,001 to 1,500
What is your role?
Enter your role
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