UPDATE: A new 2015 Version of the Marketing Technology Landscape Supergraphic is now available. Its purpose is to illustrate how incredibly diverse and vibrant the marketing technology ecosystem is.
Many companies could make a case for being in multiple categories, but in the interest of diversity, there are few duplicate entries. Three notes: First, my own company, ion interactive, is included in the graphic in the landing pages circle (which is part of the testing and optimization sphere, which is part of the broader web site constellation). Great infographic, some estimate that Marketing in the next decade will be bigger spender on Technology that IT groups within companies.
According to our knowledge we define that the marketing automation as, It is the Software solution that designed to simplify the online processes by repeatation of tasks.Can u briefly explain about technologification. Thank you for the monumental piece of work, which you thankfully just had to update this year! A labour of love, no doubt, buddy media and radian6 are now merged to be the Salesforce Marketing Cloud. I have been following your infographic for a while now and this the IInd update I am looking at. Hi Mark – Where is Epsilon in this Landscape – I wanted to explore them as a potential player in the marketing suite for my company? Couldn’t agree more with the sentiment that strategy (and for that matter people and culture) trump tools. You have done an amazing job in putting this together, I took on the task recently in our company to undergo a complete market analysis and I will be using this as a boost in the right direction. I think our company fits in on this to date, we have been laying low up until now, but we are rapidly growing and find that nobody meets the demand of the market quite like us! Thank you again for the valuable insight into the market, please feel free to reach out to me I would love to chat about this topic with you! Hi Scott, do you have an updated 2013 version of the Marketing Technology Landscape you did back in Sept 2012?
This is such a great overview of the marketing landscape, I’m wondering if anyone (or you Scott) have come across one for the IT Landscape in general? The following practical approach to B2B content marketing strategy provides a framework to plan content development and marketing prioritized against your objectives and audiences. For many B2B leaders, content marketing is a key initiative when marketing a complex product or solution. The first step in building a B2B content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.  B2B marketing plans often include both qualitative and quantitative objectives. Because content marketing is resource-intensive, you must prioritize your resource allocation to achieve better results. If you have the opposite priority of attracting more leads, then your investment priorities will be reversed. The next step should focus on using a customer-focused articulation of the business you are in.
The classic example is Theodore Levitt’s question: “What business are you in?” He illustrates this point with drill bits. The third step in building your content marketing strategy is profiling your target customer segments. First, model your pipeline by understanding the different stages a customer goes through when deciding to do business with you. The information-seeking has a broad focus, using more generic and high-level search terms and keywords. They are seeking assistance with definition, scope, and internal buy-in to solving a problem. Keywords and search terms will be more specific and will start to reflect solution alternatives or categories. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the decision alternatives. Keywords and search terms will be much more specific and will be focused on specific solutions. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the alternatives.
The chart below is the tool we recommend to map decision stages and content opportunities for your content plan. Part of the answer to achieving better content marketing results is faster content planning and better execution. For companies focused on growth, one of the biggest opportunities is making sales more productive. Data-savvy digital marketers must still maintain an emotional connection with the people who do the buying.


Targeted offerings: Identify and focus on the highest priority customer segments with products and solutions that are bundled and priced for maximum revenue, retention and renewals. Optimized tools and procedures: Develop the right cadence for monitoring the results of customer-facing selling efforts in a timely way, and then reinforce it with effective forecasting, lead generation, back-office technology, support and service. With this strategy, we have helped companies increase profitability by as much as 25 percent over sustained periods. Bain helps to drive improvements in productivity and growth beginning with an assessment of a company’s selling system. If the salesforce and channels don’t know which customers are most profitable today or in the future, then any segmentation strategy is futile. Technological innovations, maturing markets and more sophisticated buyers have opened a host of routes to the customer. Most sales executives understand that compensation practices affect their companies’ ability to recruit and retain top talent.
Mobilizing back-office resources to augment field reps’ efforts is a powerful force multiplier. How customer segmentation and a new account model can help a telecom company provide the specialized service that customers have come to expect in this market. Private equity investors doubled their return after Bain helped stem the tide of employee and customer defections from a portfolio company. The Internet of Things is not a single market but a set of battlegrounds, each with unique opportunities. As customers seize the balance of power and more aspects of the sales process migrate online, leading B2B sales organizations find they must radically restructure their approach. Why a finely honed sales model is crucial to meeting the sophisticated needs of today's business customer.
Advances in statistical methods and analytics give marketers a far more powerful and sophisticated technique through experimental design. Leading marketers now have a far more powerful and sophisticated technique to test direct marketing campaigns. We have a dedicated team of experts that we deploy around the globe to focus on sales and channel effectiveness opportunities. In addition to the leaders listed above, we have an extensive and diverse team of experts ready to serve the needs of clients worldwide. It includes over 350 different companies, from small start-ups to Fortune 500 giants, across 45 different categories, from agile management to video marketing. Under constraints of time and space, there are many companies and categories that weren’t included and that no doubt deserve to be.
As a result, for instance, you could implement analytics solutions from Chartbeat, Clicktale, ClearSaleing, and Compete with almost no overlap in functionality. Second, the inspiration for this came from the wonderful LUMAscapes produced by LUMA Partners.
I’m confident that in the long run the profession will get over the learning curve of mastering these many technological tools necessary for Marketing.
However, I am thinking about some options to make this more systematic and database-driven in the future.
Almost frightening to see all the logos and equally frightening to realize how many I know or use!
Without eZ in there you are missing the largest commercial open source web content management development platform. Much appreciated and yes this piece of work will be shared and rightly credited to you as your expertise and altruism deserves to be known on both sides of the pond! It certainly demonstrates just how many tools and applications there are out there to choose from; a choice that can be quite overwhelming!
Nice work and don’t mean to be negative but there are tools and then there is strategy. Local business can’t get straight another piece to the puzzle, which is why we are building this automated system to manage everything in one place, with one entry.
Is it taking an ad out in a newspaper, sending a direct mail piece to potential customers, setting up a booth at a local trade show or establishing a solid promotion? Planning against these measurable strategic objectives allow you to report on marketing results instead of just tactical activities.
This will help to identify which content categories, topics, and approaches are most relevant to your customer. Drill bit manufacturers care about everything involved in the production of their drill bits, but drill bit customers don’t really want drill bits. Sales profiles, personas, and best customer models are tools you should use to profile your customer segments in order to improve the relevance and effectiveness of your content marketing. Make sure to focus on your customer’s needs and pains, rather than simply providing expert knowledge.


Brainrider recommends using these 4 strategic elements as a practical framework to plan content development and marketing prioritized against client objectives and audiences. When a company’s sales channels realize their full potential, they not only boost revenue and share but create a high performance organization pulling together for breakthrough financial results. Results begin to accelerate in the first year, while the full boost typically kicks in over two to three years. We then work with a company to develop a pragmatic, actionable implementation schedule that can reliably increase sales without disrupting a company’s current revenue streams. Effective sales organizations choose deliberately, based on economics, selecting the channel that is most cost effective, yields full revenue potential and ultimately exceeds the expectations of their target customers. Two fast ways to boost both the top and bottom lines are to tighten up pricing discipline and to engage in focused cross-selling to the most promising segments.
The best sales organizations therefore measure customer facing time and use internal support to create more. We work to understand their reality and deliver true results—focusing on strategic decisions and practical actions. We work as an integrated part of your team, from frontline to C-suite, to deliver true results and make the changes stick.
The labels in our industry are in flux, as are many of the companies themselves, which are constantly adding new features, acquiring new products, and pivoting to new positions. Where I go broad, they go deep, with several amazing and thorough diagrams of subindustries within marketing.
Possibly a solution to make it more comprehensive (and easy to update when I realize I left someone important out!).
But I find it fascinating to get a glimpse of the breadth and depth of marketing software out there. Otherwise, your campaign will be trying to accomplish too many things at once without focusing on your objectives. The key in building the right segments is to identify customer needs and pains, filter them through the business you are in, group their needs and pains by roles or audiences, and then use that data to profile your top customer segments.
Click here to download a working copy of the B2B Content Marketing Strategy Template or contact us for more information about how we help clients get better content marketing. And we align our incentives with our clients' objectives, so they know we're in it together.
Please, take a look to Equifax value proposition, it could fit in some categories (analytics for sure). While these areas of expertise are important to managing and operating a business, not all of them are relevant to what your customer wants to know. Understanding the business you are in through the lens of your customer ensures that you are marketing holes, not just bits. It is important to profile these segments by developing a long list of customer needs and pains using your customer’s own “How do I” questions.
A big picture definition of marketing is letting your community know who you are, what you do and enticing them to check out your services. It includes all the typical marketing and advertising options but is so much more than that. It is everything that represents you, everything you do, how you act, how you talk, what you wear, how your customers are treated, the results your clients achieve and the vibe or energy of your business.
Marketing encompasses all these things, and the bottom line is that your marketing message needs to be consistent. Either they don’t have a plan at all and are winging it or they have a plan but by the time they start to initiate the process, it’s too late to do any real good. If you don’t take the time to do this, you will most likely spend the year in urgency mode. Internal marketing initiatives: It’s typically more cost effective to spend your energy and marketing dollars in this area first. External marketing initiatives: At some point, you must branch outside of your current clientele base and facility into your community.
Team development: If you’re going to spend a lot of time and money marketing your programs and services, be sure to spend a great deal of time developing your team so they can provide the experience that is consistent with your marketing message. Her million-dollar training studios in Portland, OR, and Vancouver, WA, have received Better Business Bureau Business of the Year recognition.



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