In a world increasingly focused on environmental sustainability, it’s no surprise that every aspect of business is being scrutinized for its impact on the planet. One aspect that often flies under the radar is marketing technology. The digital landscape we operate in demands ever more energy and resources, making it imperative for businesses to rethink their approach to B2B marketing technology.
The Green Imperative In Marketing Technology
Environmental sustainability isn’t just a buzzword; it’s a responsibility that every organization must shoulder. As we navigate the challenges of the 21st century, the detrimental effects of technology on the environment cannot be ignored. Marketing has undergone a digital revolution, with technology playing a pivotal role in reaching and engaging with buyers, but this rapid digitalization has come at a cost — from consolidating intent data to digital advertising, the energy required to power servers, process data, and run marketing campaigns is substantial and the carbon footprint is undeniable.
With two-thirds of surveyed global B2B marketing decision-makers planning to increase their technology budget spend this year, the demand for marketing technology continues to grow. The rise of AI, big data, and automation means that companies are increasingly dependent on technology to gain a competitive edge. This escalating reliance on technology makes it all the more critical to address its environmental impact.
The transformation toward a sustainable marketing technology landscape is not a choice; it’s an imperative. Organizations must strive to minimize their ecological footprint while maximizing the efficiency and effectiveness of their marketing efforts. At Forrester’s B2B Summit EMEA, October 9–11, in London, my colleague Pascal Matzke and I are going to introduce an actionable five-step process to navigate the complex intersection of marketing and sustainability. Join us and learn firsthand how B2B CMOs can collaborate with their CIOs to drive a sustainable marketing technology landscape.
