Some 60% of businesses are expanding their spending connected martech this year, according to a survey by Clevertouch Marketing and the University of Southampton. However, much B2B businesses are reporting occupation successful the stacks.
This twelvemonth 23% of B2B firms said their stack was several, unconnected disparate platforms. That’s a immense summation from 2022 erstwhile lone 10% of companies said this. No astonishment past that lone 27.4% of these businesses accidental their martech stack is afloat integrated and tin walk information seamlessly betwixt solutions. That’s a 12 percent constituent driblet from past year. Despite this, 31.7% accidental their lawsuit acquisition is seamless.
Dig deeper: B2B martech spending maturation slows, whitethorn deed $8.5 cardinal by 2024
On the B2C side, 40.6% accidental their stack is afloat integrated, which is fundamentally level from past year’s 39.7%. Also, 7.7% person unconnected platforms that are not connected, down from 9.9% past year.
Overall, marketers are blessed with however their platforms are performing, with 84% saying they are satisfied with them, up 4 percent points from past year.
The survey of 659 elder marketers crossed the U.S., U.K. and E.U., besides showed the biggest selling investments this twelvemonth are:
- Campaigns: 19.7%
- Services: 19.3%
- Integration: 15.9%
- People: 9.6%
Why we care. While the B2B numbers are perplexing, it’s bully to spot that investments successful martech stay beardown amid the choppy economical waters. Also, those restitution numbers are beardown and getting stronger. All this suggests that determination are solutions adjacent for companies having stack problems.
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About the author
Constantine von Hoffman is managing exertion of MarTech. A seasoned journalist, Con has covered business, finance, selling and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been metropolis exertion of the Boston Herald, quality shaper astatine NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and galore different publications. He has besides been a nonrecreational stand-up comedian, fixed talks astatine anime and gaming conventions connected everything from My Neighbor Totoro to the past of dice and boardgames, and is writer of the magical realist caller John Henry the Revelator. He lives successful Boston with his wife, Jennifer, and either excessively galore oregon excessively fewer dogs.
