Conclusions and methodology

In short...

Marketing must take ownership of customer insights

Marketing in tech companies can elevate its strategic position by owning customer insights and sharing actionable information with sales and customer service to help drive and win business.

Current limitations around system architecture, resources, and processes are holding teams back. Companies must invest in data strategies to solve these or risk losing out in the battle for superior customer experience.

Interactive content can help unlock business growth

Interactive content experiences can help marketers capture the kind of contextual information the business needs about the motivations, interests, and make-up of the buying unit and as a result better nurture leads, demonstrate ROI, and drive revenue.

Content platforms can accelerate success by simplifying how data is captured and disseminated across the business.

Invest in your data strategy and architecture

Champion the design of a business-wide data strategy with the systems to match in order to most effectively combine and distribute insights gleaned from content and interactions with the business as a whole.

Where business-wide implementation proves difficult, marketers should explore customer data platforms, so that they can more effectively create and share robust buyer profiles to share with the business.

Methodology

The charts and data points referenced in this report, unless otherwise stated, are part of the cross-industry research undertaken by Forrester for an Opportunity Snapshot commissioned by Turtl. You can view this report here.

To create this profile Forrester Consulting supplemented this research with custom survey questions asked of 214 B2B marketing and sales decision-makers in the UK and USA who are knowledgeable about or responsible for their firm’s content needs and strategy, 25% of which were from technology companies. The custom survey began in August and was completed in September 2019.