Marketers are using too many tools and integrations — and getting too few results, according to The State of Martech, a study from SharpSpring conducted in partnership with Ascend2.
This is a special headache for email marketing teams, since email is the top tool used by both marketing and sales. Overall, 83% agree that consolidating tools would increase their efficiency.
In general, 21% of firms are extremely successful at achieving their priorities with their marketing strategy , and 70% somewhat so. Only 9% are unsuccessful.
But they’re unhappy with the tools they use for these functions:
Some of this may have to do with skill level: Of the marketers polled, 52% have the expertise to personalize the customer experience based on demographic data. But only 41% can do so with behavioral data, and 37% with firmographic data.
And, 61% of marketers are only somewhat satisfied with their ability to link Key Performance Indicators (KPIs) across channels and stages of the funnel. Only 10% are extremely happy, and 25% are somewhat unsatisfied and 4% very much so.
In general, marketing campaigns have these priorities:
Acquiring more customers — 59%
Growing revenue — 59%
Building a strong brand — 42%
Generating quality traffic and leads — 32%
Optimizing customer experience — 30%
Increasing ROI — 18%
Aligning marketing and sales — 13%
Improving conversion rates — 9%
Measuring performance — 9%
Note: Executive teams are 40% less likely than others in the firm to consider general quality leads and aligning sales and marketing as top priorities.
Their greatest challenges have a different skew:
What’s more, marketers are bedeviled by these problems:
What goes into the average martech stack? Marketing teams use these tools:
Sales teams utilize these tools:
The most successful marketers are 182% more likely to be using drip campaigns to nurture all of their leads:
How many tools do they use?
Of those polled, 52% use three, 27% deploy six and 12% have 10. In addition, 5% have 11 or more tools and 4% have none.
Companies manage their customer data in customer data platforms (6%), customer relationship management systems (35%), spreadsheets (21%) and a combination of the above (36).
Working with SharpSpring, Ascend2 surveyed 187 marketing professionals in the U.S. in July 2021.