The report was based on data from a survey conducted in March 2019 among 245 marketing influencers (41% work for B2C-focused firms, 40% for B2B-focused firms, and 19% for hybrid firms).
More than half (53%) of respondents say automation/email/CRM products are among the most effective types of marketing technologies, and 43% say data/dashboard/analytics tools are among the most effective.
Some 36% of respondents say search and social media products are among the most effective types of marketing technologies, and 35% say content management systems are.
Respondents say the most difficult types of marketing technologies to utilize are optimization/personalization/testing tools (50% cite them as among the most difficult), experience/relationship marketing tools (40%), and data/dashboard/analytics tools (39%).
Some 63% of respondents say they expect their martech budget (time, resources, and expenses) to increase moderately, and 26% expect their budget to increase significantly.
Only 11% of respondents expect their martech budget to decrease.
About the research: The report was based on data from a survey conducted in March 2019 among 245 marketing influencers (41% work for B2C-focused firms, 40% for B2B-focused firms, and 19% for hybrid firms).
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