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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.THE FUTURE OF THE MARTECH STACKResearch Created for Marketers3.Methodology and Participants4.Introduction5.Rating Martech Success6.Budget Trends7.Top Goals for Martech Stack8
2、.Use of Current Stack9.Replacing Technology10.Top Challenges11.Improving Customer Experience12.Top Areas to Improve13.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YOUR AUDIENCE by turning the charts and insights into your own content.TIP#2:DISCOVER STRATEGIES,TACTICS AND
3、TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in partnership with our participating Research Partners.Please feel free to adapt,copy,distribute and transmit this wo
4、rk.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share this content,please provide a link back to Put this content To good use!3Ascend2 benchmarks the performance of marketi
5、ng strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing professionals and marketing research subscribers.Primary Marketing ChannelB2B(Business-to-Business)22%B2C(Busine
6、ss-to-Consumer)56%B2B and B2C Equally22%Number of EmployeesMore than 50017%50 to 50022%Fewer than 5061%Primary role in companyOwner/Partner/C-Level53%Vice President/Director/Manager32%Non-Management Professional15%SURVEY RESPONDENTSMETHODOLOGYN=405 Marketing Decision-Makers4With marketing becoming m
7、ore complex and an ever-expanding landscape of marketing technology(martech)solutions,marketers are faced with finding,selecting,implementing,and utilizing the right technology to support their goals.But what does the coming year look like for marketers as they continue to improve their use of techn
8、ology?To help answer this question,Ascend2 and our Research Partners fielded the Future of the Martech Stack survey.We thank the 405 marketers who responded to this survey during the week of November 14,2022.This Survey Summary Report,titled The Future of the Martech Stack,represents the opinions of
9、 all the market segments responding to the survey.Specific market segments from the survey are reported on separately and exclusively by our participating Research Partners.This research has been produced for your use.Put it to work in your own marketing strategy.Clip the charts and write about them
10、 in your blog or post them on social media.Please share this research credited as published.Love research?Click here!THE FUTURE OF THE MARTECH STACK JOIN OUR COMMUNITY OF MARKETERS5The Future of the Martech Stack Conducted by Ascend2 and Research Partners Published December 2022RATING MARTECH SUCCES
11、SVERY SUCCESSFUL(BEST-IN-CLASS)23%SOMEWHAT SUCCESSFUL69%UNSUCCESSFUL8%RATE THE OVERALL SUCCESS OF YOUR MARKETING TECHNOLOGY AT HELPINGYOU TO ACHIEVE STRATEGIC GOALS.Less than one-quarter(23%)of marketers feel that their organizations marketing technology(martech)is very successful at helping to achi
12、eve strategic goals.A 69%majority of those surveyed have experienced some success from their martech stack but believe there is room for improvement,while 8%describe their current martech stack as unsuccessful at supporting their marketing strategy.6The Future of the Martech Stack Conducted by Ascen
13、d2 and Research Partners Published December 2022BUDGET TRENDS40%39%18%3%LESS THAN 10%BETWEEN 10%AND 20%BETWEEN 20%AND 40%MORE THAN 40%APPROXIMATELY HOW MUCH OF YOUR OVERALL MARKETING BUDGET WILL BE ALLOCATED TO MARKETING TECHNOLOGY(PLATFORM/TRAINING/MANAGEMENT)IN THE COMING YEAR?Four out of five mar
14、keting professionals report that less than 20%of their marketing budget will be dedicated to supporting the implementation or management of their tech stack in the coming year.About half of this group say that less than 10%of their overall budget will go to martech.Only a mere 3%of organizations wil
15、l allocate more than 40%of their budget to supporting marketing technology.7The Future of the Martech Stack Conducted by Ascend2 and Research Partners Published December 2022TOP GOALS FOR MARTECH STACK13%13%19%22%27%33%38%39%44%CREATING A COMPREHENSIVE VIEW OF THE CUSTOMERIMPROVING DECISION-MAKINGAL
16、IGNING EFFORTS OF MARKETING AND SALESIMPROVING DATA QUALITYIMPROVING CONVERSION RATESINCREASING ROIIMPROVING EFFICIENCYINCREASING ENGAGEMENTIMPROVING THE CUSTOMER EXPERIENCEWHAT ARE THE MOST IMPORTANT GOALS WHEN IMPLEMENTING OR OPTIMIZING MARKETING TECHNOLOGY IN THE YEAR AHEAD?Improving the customer
17、 experience is a top priority for marketers as they consider what their marketing technology can do for them in the year ahead.Increasing engagement and improving efficiency are also top considerations for marketing professionals as they seek to optimize their technology stacks,according to 39%and 3
18、8%of those surveyed,respectively.8The Future of the Martech Stack Conducted by Ascend2 and Research Partners Published December 2022USE OF CURRENT STACK71%25%4%LESS THAN 50%50-75%MORE THAN 75%HOW MUCH OF YOUR CURRENT MARTECH STACK CAPABILITIES ARE YOU USING?Our research indicates that martech stacks
19、 are significantly underutilized.Nearly three-quarters(71%)of marketers report that they are utilizing less than half of the capabilities that their marketing technology offers,while another one-quarter say they are using between 50%and 75%of their martech stack capabilities.Only 4%of marketers repo
20、rt using the majority of the capabilities and features their martech stack has to offer.9The Future of the Martech Stack Conducted by Ascend2 and Research Partners Published December 2022REPLACING TECHNOLOGYYES16%NO41%NOT SURE43%IN THE COMING YEAR,ARE YOU PLANNING TO REPLACE ANY PART OF YOURMARTECH
21、STACK?43%of those surveyed are not sure if they will need to replace part of their marketing technology in the year ahead,signaling their organization plans to do this on an as-needed basis.16%of marketing professionals surveyed report having plans in place to update their current marketing technolo
22、gy in the year ahead while 41%say they have no plans for replacing technology.10The Future of the Martech Stack Conducted by Ascend2 and Research Partners Published December 2022TOP CHALLENGES7%8%11%24%29%37%40%57%MISSING TOOLSDATA SILOSTOO MANY TOOLSCOMPLEXITY OF ADDING/CHANGING TOOLSINTEGRATION OF
23、 TOOLSSUPPORT:TRAINING/EXPERIENCE OF TEAMNOT USING THE FULL CAPABILITIES OF CURRENT TOOLSOVERALL COSTWHAT ARE THE TOP CHALLENGES WITH THE CURRENT STRUCTURE OF YOUR MARTECH STACK?The overall cost of implementing and managing current marketing technology plagues 57%of marketing professionals surveyed.
24、Another 40%report that one of their top challenges the current structure of their martech stack is not using the full capabilities of the tools.Supporting their technology with training and team experience is also a top challenge for 37%of marketing professionals.11The Future of the Martech Stack Co
25、nducted by Ascend2 and Research Partners Published December 2022IMPROVING CUSTOMER EXPERIENCE12%66%15%7%STRONGLY AGREESOMEWHAT AGREESOMEWHAT DISAGREESTRONGLY DISAGREEMY CURRENT MARTECH STACK FACILITATES MY ABILITY TO IMPROVE THE CUSTOMER EXPERIENCE.While two-thirds(66%)of marketers somewhat agree,on
26、ly 12%of marketers strongly agree that their marketing technology facilitates their ability to improve the customer experience.With improving the customer experience being a top priority for marketers in the year ahead,this research indicates that there is much to improve in terms of enable an excep
27、tional customer experience through the use of technology.12The Future of the Martech Stack Conducted by Ascend2 and Research Partners Published December 2022TOP AREAS TO IMPROVE14%28%28%30%36%38%40%USE OF AI AND MACHINE LEARNINGINTEGRATION WITH OTHER TECHNOLOGIES IN THE STACKHANDLING OF DATA(USE OF
28、DATA)ABILITY TO AUTOMATE A PROCESSABILITY TO CUSTOMIZE TECHNOLOGY TO SPECIFIC NEEDSABILITY TO IMPROVE THE CUSTOMER EXPERIENCEEASE OF USE WHICH OF THE FOLLOWING CAPABILITIES OF YOUR MARTECH STACK NEEDS THE MOST IMPROVEMENT IN ORDER TO OPTIMIZE MARKETING EFFORTS IN THE COMING YEAR?The area of their ma
29、rtech stack that marketers identify as needing the most improvement is ease of use.User-friendly solutions allow for greater use and faster adoption throughout an organization.38%of those surveyed how to improve their ability to deliver better customer experiences with their martech stacks while 36%
30、say their tech stacks need to be more customizable for their specific needs in order to optimize marketing efforts in the year ahead.13We fjnd the right audience,ask the right questions,and gather insightful data to create useful and afgordable research that will help you generate demand and increas
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