Brands are investing in marketing technology. But only19% have a strategy for getting the most out of their martech stack, according to Martech Stack Optimization, a study by Ascend2.
Another 58% are developing an operational strategy. But even when they get there, they face barriers to achieving these martech benefits:
These findings should be daunting to email marketers who seek better integration of their platform into their company’s stack to gain better data access and personalization.
Only 31% rate themselves as very successful (best in class) at achieving key priorities with their marketing stack. But 64% say they are somewhat successful.
At the same time, 22% plan to continue investing significantly in martech. And 49% will invest moderately. Another 15% are planning to start investing, and 14% do not expect to invest at all.
The key martech priorities differ slightly in order of importance from the challenges:
Which features do marketers want in a martech stack? They seek:
What improvements do they seek in their stacks? They’d like to see upgrades in:
Of the companies polled, 62% use a combination of outsourced and in-house resources to implement martech stack tactics. Another 14% outsource everything to specialists, and 24% do everything in-house.
Ascend2 and its Research Partners surveyed 265 marketing professionals.