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Marketing Technology Tool and Platform Use

by Ayaz Nanji  |  
March 14, 2017

Most companies (61%) use six or more different martech tools/platforms as part of their marketing stack, according to recent research from Marketo.

The report was based on data from a survey conducted in 4Q16 of 1,363 marketers who are Marketo clients (B2B and B2C firms were included).

Fully 40% of respondents say their company uses 6-10 martech tools/platforms.

Some 15% say they use 10-15 technologies, 3% say they use 16-20, and 3% say they use 21+ technologies.

Some 68% of companies say they have a plan for developing their martech stack (17% have a short-term plan, 14% have a long-term plan, 37% have both).

Almost all (96%) firms say it's critical that any new marketing technology be able to integrate with the tools/platforms they currently use.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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