Wells Fargo invests the vast majority of a $1 billion-plus marketing budget into the retail side of its business – and has the tech stack to prove it.

The bank's business-to-business (B2B) marketers, less richly endowed, have certainly noticed. "Data management platforms, programmatic buying, multi-touch attribution, marketing mix modeling: our retail approach is really sophisticated," Michael Lacorazza, evp/head of integrated marketing for the San Francisco-based financial firm, said.

"On the B2B side, we are much more nascent," he admitted. "But we have outsized ambitions."

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Michael Lacorazza, evp/head of integrated marketing, Wells Fargo

Ultimately, Lacorazza believes, money and technology don’t make the marketer. "There are other ways to be successful that don't involve all of those amazing pieces of technology," he said at the Association of National Advertisers’ (ANA) Masters of B2B Marketing Conference in Chicago.