A new brand identity that underscores our approach to B2B marketing — always customized, never templated
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One of the most striking findings from our most recent study on the State of Marketing Technology was that the vast majority of marketers are embracing best-of-breed solutions in their roles. Nearly half (48 percent) of those surveyed have embraced best-of-breed solutions, compared to 21 percent who were using a single-vendor suite and another 21 percent who had embraced limited piecemeal solutions.
Viewed at face value, implementing martech seems like an end game. Sure, companies may face implementation challenges or ultimately change solutions, but adoption is what the industry and individual companies have been focused on for at least a decade.
Yet the popularity of highly designed, descriptive slides of a company’s martech stack and a corresponding award indicates another problem. The average marketer uses 12 distinct tools - a number that’s struck me as low after seeing countless “typical” stacks of 20+ solutions.
In our study, 21 percent of marketers said that they were using best-of-breed solutions - but those solutions are fragmented. Coupled with the number of marketers using piecemeal solutions, this indicates that in 2017, marketers will be looking for data infrastructure and addressable marketing solutions, for example - showing that organizations will need to bridge the gap between their existing solutions and show they can coexist.
Here’s how B2B marketers can anticipate what marketers will be looking for in 2017:
Download the complete State of Marketing Technology 2017 report to learn more on how marketers feel about martech and what your company can do to adapt and anticipate where the industry is heading.