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1、2|W PV I P.COMMartech Trends ReportMartech TrendsContent Matters 2023In 2022,our Content Matters Martech Trends Report revealed just how central marketing technology was to the discipline across industries and organization types.We found the very act of content creation was bound up in marketing tec

2、hnology:89%of orgs in our survey integrated martech tools directly with their content management system(CMS).There was a hunger for great solutions and seamless tools integration.Now,in 2023,our findings show that organizations have leaned even more fully into the trends that emerged in 2022,with bi

3、g impacts on content investment and expectations.Nowhere is that more evident than with artificial intelligence.We asked respondents how theyre currently using,and what they expect from,generative AI.What they shared revealed an industry that has already embraced this technology,while remaining thou

4、ghtful about its impacts both micro(e.g.,workplace efficiency)and macro(e.g.,ethics and morality).Elsewhere,we see data-driven cultures dominating the landscapeorganizations increasingly expect content to drive measurable business outcomes.Here,the platforms and tools they use to build their tech st

5、acks really do count,especially when securing executive buy-in and budget.We found this is particularly evident with the analytics tools organizations are adopting to showcase the impact of content.Finally,we also saw a surge of adoption in various categoriespersonalization,multivariate testing,digi

6、tal asset managementmaking them near-ubiquitous.As youll read,content has never mattered moreand the tools that comprise an organizations marketing tech stack have never been more important.2|W PV I P.COMSection I:Marketing Technology:AIAI isnt coming.Its here.3What AI looks like for tech stacks4Exp

7、ectations and hopes5Section II:Orgs and PeopleRevenue and investment6Measurement and testing8Section III:Tools and UsageRevenue expectations10Analytics tools11Pain points with analytics tools and processes12Marketing automation13Customer data platforms15Personalization16Multivariate testing17Digital

8、 asset management(DAM)18Conclusion19Methodology and Demographics20Content matters,and the right tools have never been more importantI NTRO DU CTI ON6|W PV I P.COMIn the short time since AI burst into the zeitgeist,it has already become ubiquitous.Of our respondents,only 3%said they dont use AI,or do

9、nt know how their team uses AI.Creative assistance tops the use cases among our respondents:41%use it for design and illustration,39%for creating social media assets,and 38%for writing copy.And theres significant usage for the content“backend”:metadata generation(25%),content personalization and rec

10、ommendation(35%),and taxonomy/classification(29%).AI isnt coming.Its here.M A R K ETI NG TECHN OLOGY:AIHot take:When discussing AI disruption,there is much attention paid to the need for workers to upskill.Our data shows that those building martech platforms are going to need to uplevel their offeri

11、ngs,too.The widespread enthusiasm for this technology means that users will expect pervasive AI integrations.Platforms that dont offer this will risk being abandoned.Design,illustration,and image creation41%Social media content generation39%Writing copy/content creation38%Personalization and recomme

12、ndation35%Translation and localization31%Content classification(categories,tagging,etc.)29%Metadata generation25%Coding(related to content marketing)24%SEO22%Sales and support(including chat)18%Video creation15%AI tools not used/dont know3%What AI tools are used for3|W PV I P.COMM A R K ETI NG TECHN

13、 OLOGY:AIWhat AI looks like for tech stacksThe effects of the AI revolution are already showing up in the types of tools teams useand how they allocate budget.ChatGPT is the most widely adopted AI tool,with almost 40%of respondents using it.But there is a robust ecosystem of emergent tools for diffe

14、rent use cases bursting on the scene,giving martech companies many ways to win.Of note:Parse.ly and HubSpot are using AI to enhance their existing offerings.It wont just be purpose-built AI for AIs sake that thrives in the years ahead.More than half of respondents expect to spend more than$5,000 on

15、AI tools this year;9%expect that number to exceed$50K.Hot take:One theme our research uncovered is the far-reaching impact platform selection can have on enthusiasm for innovation.We expect to see that borne out in AI spending going forward,especially at those businesses that already exhibit data-dr

16、iven cultures.AI tools usedChatGPT39%Chatfuel20%Brand2418%DALL-E17%HubSpot SEO16%Albert.ai15%Acrolinx13%Deepl13%SEMrush12%Grammarly12%Emplifi.io11%FullStory10%Parse.ly Smart Tags8%Instatext8%Parse.ly API8%$03%Less than$5008%$501-$1,00013%$1,001-$5,00020%$5,001-$10,00023%$10,001-$25,00015%$25,001-$50

17、,00011%$50,001-$100,0004%$100,000+5%Amount spent on AI tools this year(in USD)4|W PV I P.COMM A R K ETI NG TECHN OLOGY:AIExpectations and hopesWhen we asked our participants to expound on AI,we found widespread optimism about the technologys potential,tempered with concerns about its implementation.

18、Respondents generally find AI helpful in improving work efficiency,expanding human intelligence theory,and making tasks easier.However,there are worries about AIs maturity,accuracy,and potential ethical issues.Also top of mind were transparency,interpretability,data security,AIs decision-making proc

19、ess,interaction with humans,and resource requirements.Hot take:Users of AI technology are asking the right questions,giving us hope that,as developers make new tools,theyll be responsive to user feedback and subsequently design products emphasizing ethics,privacy,and security.“AI has really contribu

20、ted immensely to content creation for my organization.”“It is very convenient to use,but some aspects are still immature and need personnel to polish.”“It has made work easier for us in so many ways.”“Fear of privacy disclosure,its not safe to use.”“I hope the security is higher.”5|W PV I P.COM1 2|W

21、 PV I P.COMThere are widespread new expectations that content is a revenue driver.69%of respondents said their companies tie revenue goals to content,a drastic increase over the 27%that did last year.Among the organizations most heavily invested in content marketing(allocating more than 50%of market

22、ing budget),ad placements,selling content products,sponsored content,and subscriptions/paywalled content are the most-used revenue drivers.Content marketing budgets have been spared cuts,and in many cases have actually increased,despite the uncertain economic climate:28%of respondents say their budg

23、ets have stayed the same,while 49%have seen them increase.Revenue and investmentO RGS A ND P E OPLEHot take:Industry-wide belt tightening has increased accountability.Initiatives have to demonstrate measurable value to receive continued support,and content is no exception.This creates an opportunity

24、 for those who focus on the science of marketing.There will be an increased appetite for tools and people that can measure performance and impact.Organizations with revenue goals tied to content80%70%60%50%40%30%20%10%0%202227%69%20236|W PV I P.COM6|W PV I P.COMO RGS A ND P E OPLEThe democratization

25、 of martech toolsEven though there is an increased appetite for marketing science people in organizations,ongoing belt-tightening suggests that martech tools need widespread adoption,helping non-scientists get their hands on the data and work with it.This means tools like Parse.ly that drive higher

26、adoption in organizations will win out,as they require fewer scientists to operate them.Change in content marketing budgets in the past 12 months60%50%40%30%20%10%0%LargerStayed the same49%26%19%5%SmallerDont knowAdvertising placements61%Selling content products57%Sponsored content48%Content paywall

27、s/subscriptions47%Drive traffic to products for sale45%Drive traffic to sales team38%Affiliate sales31%Retain and expand existing customers29%Donations28%Ways organizations use content to drive revenue(for orgs who spend over 50%of their annual marketing budget on content marketing)7|W PV I P.COM6|W

28、 PV I P.COMO RGS A ND P E OPLEMeasurement and testingOrganizations have embraced measurement and testing,making it core to their cultures.Two-thirds(66%)work at data-driven orgs while 22%say their orgs want to embrace a data-driven approach.Content creation is being approached scientifically.It is h

29、ighly unusual for organizations not to measure the content they make:only 9%of respondents work at places where content performance isnt measured.More than nine in 10(95%)are looking at content performance at least monthly.Orgs that run A/B and multivariate tests on their content are the norm:46%tes

30、t at least weekly,39%monthly.Hot take:The widespread adoption of a scientific approach to content marketing will elevate the disciplines profile.As performance and impact are rigorously measured,it will become easier to advocate for further investment,which in turn will drive impactful work.This sto

31、ry is one of technology adoption driving organizational transformation.Underpinning the change are the choices marketing teams make when assembling their martech stacks.Data-driven content marketing70%60%50%40%30%20%10%0%Data-drivenNot data-driven66%10%22%2%Were getting thereDont know8|W PV I P.COMO

32、 RGS A ND P E OPLE86%Measure9%Dont measure5%Dont knowHow often companies ran tests on content materials in the past 12 monthsHow often companies looked at content marketing performance data in the past 12 months50%40%30%20%10%0%50%40%30%20%10%0%OnceDaily or moreOnce per day or moreMonthlyOnce per mo

33、nthNever2%21%11%31%39%1%9%43%35%4%1%TwiceWeeklyOnce per weekYearly or lessNot at allPercent of companies that measure the performance of their content9|W PV I P.COM2 0|W PV I P.COMThe expectation that content drives revenue is widespread,regardless of the tools in a teams martech stack.Far and away,

34、the lowest expectation for contents revenue impact is at organizations that dont use purpose-built martech tools,or where respondents are unaware of what tools they use.The association was most pronounced when discussing customer data platforms(CDPs),where 57%of those who dont have a CDP said they l

35、ack revenue goals tied to content.Revenue expectationsTO O LS A ND USAGEAdobe AnalyticsAdobeBlueconicAdobeChartbeatParse.lyLyticsAprimoSalesforceBynderGoogle AnalyticsSalesforceSegmentsCloudinaryParse.lyDont use personalization technologyTealiumScaleflexDont use a CDPTenovosDont knowDont knowDont kn

36、owDont knowHas revenue goalsHas no revenue goalsDont knowPercent of organizations with revenue goals tied to content,by analytics tool usedContent analyticsPersonalizationCDPsDAMs4%3%7%5%3%4%3%1%6%3%6%4%6%4%6%3%4%3%8%1%32%28%31%24%8%17%17%21%8%14%13%3%17%16%20%8%14%9%9%38%12%11%57%10%29%19%21%30%88%

37、80%76%73%89%82%84%96%78%81%74%88%80%87%84%59%83%86%35%88%40%52%49%46%Hot take:As contents revenue impact becomes greater and more visible,sales leaders will be incentivized to pursue closer collaboration with marketing teams.1 0|W PV IP.COM23%25%25%24%3%1%4%2%68%61%66%64%26%40%38%20%8%10%11%6%Google

38、 AnalyticsAdobe AnalyticsParse.lyChartbeatDont know80%60%40%80%70%60%50%40%70%60%50%40%30%20%10%0%7|W PV I P.COMTO O LS A ND USAGEAnalytics toolsWhen it comes to content analytics,there is a wide gap between incumbent and challenger brands.A more complex picture emerges when we look at how these too

39、ls are used,and the impact they create.Google Analytics is the most widely used tool(65%),followed by Adobe Analytics(31%),Parse.ly(24%),and Chartbeat(9%).Usage remains consistent when we drill down to company size,with one exception.Adobe has notably more usage among mid-size to large companies tha

40、n it does among small companies.Differences emerge when looking at impact and usage by platform.For example,75%of Parse.ly users say their companies are data-driven vs.64%of Google Analytics users.More than eight in 10(84%)Parse.ly users say they have sufficient content marketing resources,vs.76%for

41、 Google Analytics.Hot take:The disparities that emerge between users of different platforms show the power of technology choices to shape culture and influence organizational design.Satisfaction with content marketing resourcesAnalytics technology usedGoogle Analytics Users76%84%Parse.ly UsersData-d

42、riven content marketingGoogle Analytics Users64%75%Parse.ly Users20232022Adobe Analytics31%6%2%9%54%4%0%2%24%65%ChartbeatGoogle AnalyticsParse.lyDont knowAnalytics technology used,by company size201-1,0000-2001,001+No answer/dont knowNumber of employees1 1|W PV IP.COMTO O LS A ND USAGEPain points wi

43、th analytics tools and processes Based on the open-ended responses in our survey,the main challenges faced by respondents are inaccurate and incomplete data,time and labor constraints,lack of skilled professionals,data processing speed,data authenticity,and trust in the analysis tools.Other issues m

44、entioned include data storage,retrieval,siloed data,tool and process complexity,and cost and resource limitations.“Our personalization is limited due to budget.Wed like to add more sitewide personalization than what we are currently integrating into the user experience.”Hot take:Winners in the marte

45、ch space will be solutions that lower barriers to adoption.Simply installing a new tool wont get the job done.People need to know how to use it,and they need to use it regularly.Easy-to-use tools drive interaction(and habits).“Lack of skilled resources to understand big data analytics.Uncertainty in

46、 the data management landscape.”“Separating signal from noise and isolating variables that drive traffic.”“Being able to measure and iterate quickly enough without ample dedicated resources.”“Proving real lift vs.cannibalization of other content.”“We need to be able to integrate more best practices

47、and get up to speed on how to use tools and processes.”“A lack of formalized training on how to best use the analytics tools.”“We currently use GA.It doesnt suit our needs exactly in the newly pushed GA4,but other platforms are more expensive than our budget.”“Onboarding and teaching knowledge.”“Ban

48、dwidth and time for content creators to dive into data and make strategy changes.”“Determining whats trending due to popular engagement vs.finding a niche audience.”Pain of personalizationProblems with analytics tools and processesPain points with testing content materials1 2|W PV IP.COMDont use2%Sa

49、ilthru9%Salesforce Marketing Cloud20%Salesforce Marketing CloudSalesforce PardotMarketoMailchimpHubSpotSailthruDont knowDont useTO O LS A ND USAGEMarketing automationOur Martech Trends 2022 Report found that marketing automation was a highly fragmented market.With a handful of exceptions,this years

50、study shows that remains the case.Unlike other product categories we examined,there were fewer clear winners among marketing automation tools.The top email platform was Salesforce Marketing Cloud(20%),with Marketo and Salesforce Pardot(16%)tied for second.Salesforce Marketing Cloud(28%)and Marketo(2

51、4%)also enjoy the most adoption at the largest organizations.Hot take:The relatively high level of small organizations posting directly to social indicates there is an opportunity for social management brands to better communicate the value they bring to their customers.Email marketing technology us

52、edHubSpotMailchimpMarketoSalesforce PardotDont know13%14%16%16%3%13%14%7%19%14%15%12%11%21%19%16%13%9%28%14%20%14%14%0%2%2%3%5%2%2%6%24%8%20%12%14%10%Email marketing technology used,by company size1,001+201-1,0000-200No answer/dont knowNumber of employees25%20%15%10%5%0%1 3|W PV IP.COMPost directly

53、on social media24%TO O LS A ND USAGECuriously,the most popular social media tool turns out to be“none at all.”Nearly one-quarter(24%)of respondents simply post directly to social platforms.That picture changes when looking at usage by organization size.Among mid-size(201-1000)and large(1001+)compani

54、es,Hootsuite is the most popular tool(25%and 24%,respectively),ahead of Sprout Social(21%and 23%,respectively).Social media marketing technology usedBufferHootsuiteOktopostSprout SocialDont know13%20%10%19%3%25%20%15%10%5%0%Post directly on social mediaHootsuiteSprout SocialBufferOktopostDont know12

55、%16%8%19%27%3%2%8%4%17%18%34%21%23%12%14%25%13%18%24%13%10%19%8%Social media marketing technology used,by company size1 4|W PV IP.COMNumber of employees1,001+201-1,0000-200No answer/dont knowTO O LS A ND USAGECustomer data platformsAmong customer data platforms(CDPs),there was a clear divide between

56、 incumbent and challenger brands.Salesforce topped CDPs at 55%,far ahead of Segment at 29%.Based on usage by company size,Salesforces dominance is even more pronounced among the largest companies,where 64%rely on it.A full 15%of small companies dont employ a CDP,more than double the figures for mid-

57、size(just 3%)and larger(7%)companies,respectively.Hot take:The 7%CDP usage stat suggests there are still companies at the enterprise level operating with siloed data and thus delivering fragmented customer experiences.Upshot?This is both an opportunity for providers,and a grave threat to those compa

58、nies operating in the dark.Salesforce55%Segment29%Tealium22%Lytics16%Blueconic15%No CDP used11%Dont know7%CDP usedSalesforceSegmentTealiumLyticsBlueconicNo CDPDont know12%13%56%27%17%15%6%7%6%9%3%7%19%28%24%24%36%27%19%16%21%55%17%16%64%19%16%39%CDP used,by company size1 5|W PV IP.COMNumber of emplo

59、yees1,001+201-1,0000-200No answer/dont know4%9%26%35%Dont use5%2%5%Dont use4%Salesforce53%46%29%Salesforce46%TO O LS A ND USAGEPersonalizationOur Martech Trends 2022 Report found that 45%of respondents used personalization technology.Twelve months later,that picture looks much differentwith a huge i

60、ncrease in adoption of these technologies.74%of respondents said their organization has a personalization strategy;only 4%said they didnt have personalization technology.46%use Salesforce,followed by Parse.ly(23%)and Adobe(21%).The larger the company,the smaller Salesforces dominancefalling from 53%

61、at the smallest companies(under 200 employees)in our survey to just 35%at orgs with 1,000+employees.Hot take:The introduction of AI into personalization technologies will make them even more essential.We are likely to see a personalization arms race,as consumers quickly raise their expectations for

62、content relevance and tune out anything that doesnt satisfy them.Organizations with content personalization strategies74%Has personalization strategy21%Has no personalization strategy6%Dont knowPersonalization technology used,by company size 40%20%0%AdobeParse.lyDont know17%23%26%32%20%25%26%5%4%8%P

63、ersonalization technology used50%40%30%20%10%0%AdobeParse.lyDont know21%23%5%1 6|W PV IP.COMNumber of employees1,001+201-1,0000-200No answer/dont know12%15%19%11%17%17%16%13%14%23%17%8%15%18%16%8%17%21%15%11%21%29%27%22%39%48%40%34%TO O LS A ND USAGEMultivariate testingMultivariate testing has taken

64、 off in the past year,so much so that the capability has become standard operating procedure across the board.In our Martech Trends 2022 Report,23%of respondents said they used testing technology.That number swelled to 72%this year.For testing,Google was most popular at 41%,followed by Optimizely at

65、 24%.Usage is roughly consistent across business size,with the exception of Nelio,which was noticeably more popular with mid-sized companies.Hot take:Its notable that the percentage of companies using email provider testing is the same across all company sizes,showing how important testing has becom

66、e.Even with smaller budgets,companies of 200 and fewer employees are buying purpose-built testing software at the same pace as their larger rivals.Google41%Optimizely24%Visual Website Optimizer(VWO)17%Email provider testing16%Nelio16%Taplytics15%Adobe14%Technology used to test content materialsTesti

67、ng content72%Tests content22%Does not test content6%Dont knowTechnology used to test content materials,by company sizeGoogleOptimizelyVisual Website Optimizer(VWO)Email provider testingNelioTaplyticsAdobe1 7|W PV IP.COMNumber of employees1,001+201-1,0000-200No answer/dont know24%15%14%13%4%2%9%16%5%

68、7%5%5%24%13%14%21%12%15%13%16%17%21%16%10%27%26%21%16%Analytics21%40%Storing and retrieving assets13%Tenovos18%Scaleflex25%CloudinaryTO O LS A ND USAGE30%20%10%0%CloudinaryAprimoScaleflexAdobeTenorosBynderDont knowDigital asset management(DAM)Last year,only 32%of survey respondents reported using di

69、gital asset management(DAM)technology.In just 12 months,that percentage has more than doubled:69%of this years respondents said their company uses DAM.Cloudinary is the most popular DAM technology(25%)followed by Aprimo(19%).Storing/retrieving assets(40%),workflow management(38%),and optimizing asse

70、ts(34%)were the most-used DAM features.Adobe and Aprimo are notable for the differences in usage across company size.Adobe is used far more at the largest companies,while Aprimo has a larger market share at the smallest companies.Hot take:In our Content Matters 2023 Report,we learned that the number

71、 of people creating content in companies has increased drastically.For example,10.4%of our respondents in 2023 said between 51 and 200 people created content where they work.In 2022,that was just 2.0%.This increase might be driving the surge in DAM adoption.As more employees get involved in content

72、creation,coordinating assets and workflows becomes an imperative.Organizations that use DAM technology69%Uses DAM21%Does not use DAM9%Dont knowDAM technology used,by company sizeDAM technology usedAdobe15%19%5%5%AprimoBynderDont knowDAM technology features used40%30%20%10%0%Optimizing assetsWorkflow

73、 management34%38%22%Distribution1 8|W PV IP.COMNumber of employees1,001+201-1,0000-200No answer/dont knowIts a data-driven worldGiven the difficult economic environment organizations are navigating,an extensible martech stack is an absolute necessary.With every team looking to be as judicious as pos

74、sible with time,resources,and budget,decisions cant be made without rigorous testing and measurement on everyones plate.Based on this years findings,we expect increased incorporation of AI into marketing tech stacks and marketing ops roles,evolving in tandem.As they do,new possibilities for improvin

75、g marketing effectiveness will emerge and further cement martechs centrality to organizations.C O NC LU S I O NThe overwhelming percentage of respondents to our martech survey working at data-driven companies speaks to how widespread appreciation for content analytics is today.For without the democr

76、atization of insights these tools provide,its harder to generate executive support for expanding content marketing budgets and efforts.The surge in adoption of certain technologies also caught our eye.The dramatic uptick in personalization tech,multivariate testing,and DAMs shows that these tools ar

77、e seen as essential,not nice-to-haves.1 9|W PV IP.COMLooking ahead,we expect a virtuous cycle of measurement,testing,iteration,and success that will further steep companies in the benefits of being data-driven.Martech will only become more important,as will the stewards of those tools:marketing ops

78、teams.We forecast an increasing profile,and increasing demand,for those roles across industries.When we look back on 2023,theres no doubt that well see this was a year in which content mattered more than ever before and so did the tools we use to create,test,and measure that content.2 0|W PV IP.COMP

79、roving the value of contentAs we did for our inaugural Content Matters survey and report,we wanted to understand the role content and content marketing play in todays organizations.That meant uncovering how businesses are using content for growth,how theyre prioritizing content creation and channels

80、,the analytics tools theyre using,and the trends they see heading into 2023.We sent out digital surveys,designed and built on the Crowdsignal platform,in November 2022.We asked a series of content marketing-focused questions related to marketing activities and budgets,marketing technologies,distribu

81、tion channels,metrics,and revenue.There were 1,554 unique respondents across various roles,industries,company types and geographic location(84%from the United States).IndustryCompany sizeRoleCompany type0-5017%51-20029%201-40023%401-100017%1001-1000011%10001+3%I dont know1%Manager of content marketi

82、ng17%Director/VP of content marketing16%Director/VP of marketing (not content marketing)12%Manager of marketing (not content marketing)10%Individual contributor (content marketing)9%CMO8%Other C-level7%Analyst5%Individual contributor (not content marketing)4%Editor3%Developer3%Other(Project manager,

83、communications,etc.)3%Journalist1%Product owner1%B2C41%B2B33%Both B2B and B2C24%Nonprofit3%Technology13%Consumer electronics11%Agency,research,consulting9%Media,publishing9%Financial services9%Education,arts,humanities8%Retail,ecommerce7%Energy,utilities,telecommunications6%Agriculture,forestry,mini

84、ng6%Healthcare,pharmaceutical,life sciences5%Consumer packaged goods4%Transportation,logistics3%Hospitality,food,travel3%Sports2%Other(nonprofit,insurance,construction)2%Public sector,government1%M ETHO DO LO GY AN D D EM OGR APHICSThe best companies run the web with WordPress VIP.WordPress VIP comb

85、ines the ease and flexibility of WordPressthe CMS that runs 43%of the webwith unmatched scalability and security for the enterprise.Our solutions are trusted by iconic media titans,major brands,and government agencies.With WordPress VIP,brands can scale their web presence,enable their teams to produce more web content,and use data to continuously improve content performance,eliminating wasted effort while maximizing ROI.Get a demo2 1|W PV IP.COM