Business to business (B2B) marketers are doubling down on various marketing technology tools in 2016 as they look for new ways to attract the sector’s increasingly savvy customer base. According to research from B2B content platform Kapost, mid- and senior-level marketers from a wide variety of B2B firms increasingly rely on marketing technology to fulfill a variety of needs.
Some 71% of B2B executives had already invested, or planned to invest, in a CRM-focused marketing technology like Salesforce. In addition, 63% of executives already had invested, or planned to put more investments, in marketing automation, while 57% said they were investing in content management systems.
