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Among the various types of marketing technologies, automation/email/CRM products are the most effective, marketers say, according to recent research from Ascend2.

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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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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