• eMarketer, Wednesday, August 31, 2016 9:25 AM

SMB marketers value flexibility when it comes to marketing technology, which is why many of them build their own tech stacks--tools and services--that they select from various vendors. They want to choose the best tool for each marketing activity and keep costs down. A study by Campaign Monitor and Marketing Cube found that when choosing a martech stack, 63% of respondents said flexibility was a top criteria and 45% said they liked the fact that  they could choose the best technology for each marketing function.

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