"Ten years ago, when a marketing department wanted to purchase technology to improve their efficiency, reach more prospects or engage their customers, they had to go through their IT department," Peter Isaacson, chief marketing officer at Demandbase, told eWEEK.
"Which meant your project was 27th in line, sitting behind finance, sales, operations, even HR."
With the introduction of cloud-based technologies, marketing departments didn't have to integrate that technology into a company's legacy systems, Isaacson
explained, noting that marketers could access these tools through a browser and a whole new world opened up to them.
"More than any other reason, that is why marketing technology companies have exploded from 200 four years ago to a couple of thousand today," he
"It would be tough to find a marketer today who would say that data analytics will decrease in importance," Isaacson
"As data continues to become more readily available, marketers need to re-evaluate how they leverage the information across solutions, from marketing automation and advertising all the way to CRM."
In addition, he
noted that data will play an essential role in how B2B marketers advertise, personalize, convert and measure campaigns so that they're aligned with sales every step of the way.
"This will ensure that marketing is measuring what's most important to sales so they can provide prospects with a more cohesive experience across the funnel," he