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Nearly one in five senior B2B marketers say their martech stack is more complex than a black hole, according to recent research from Anteriad and Ascend2.

The report was based on data from a survey conducted in June and July, 2022, among 370 marketing leaders at B2B mid-sized and enterprise companies in the United States and the United Kingdom.

Some 19% of respondents say their martech stack is more complex than a black hole, 42% say it is too complex, 21% say it is not complex enough, and 18% say it is just right.

Overall marketing technology stack complexity survey results

Nearly all (93%) respondents say that replacing, updating, or consolidating tools in their current martech stack would make it function more efficiently.

Senior B2B marketers say the biggest challenges they're seeking to address with new technology investments are normalizing data across systems (35% cite as a goal) and making it easier for tools to talk to one another (33%).

 

Problems marketing teams seek to address with new technology investments survey results

Respondents say their current martech stack includes a wide range of different tools, including CRM systems, content management systems, and marketing automation solutions.

Tools included in today's martech stacks

About the research: The report was based on data from a survey conducted in June and July, 2022, among 370 marketing leaders at B2B mid-market and enterprise companies in the United States and the United Kingdom.

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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