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Wondering how to structure – and budget – for your martech stack in 2022? You might find some help in a new report from Ascend2. “The Outlook on Marketing Technology” report is based on survey responses from 302 marketing professionals who responded between November 15 and November 22, 2021… and just might come in handy as you make your choices for the coming year.
Respondents sorted out as follows:
43% B2C
26% B2B
31% B2B & B2C
45% 50 to 500
31% More than 500
24% Fewer than 50
54% Vice president/director/manager
27% Owner/partner/C-level
19% Non-management professional
64% Email marketing
62% Communication
54% Social media
50% Collaboration/meetings
41% Project management/workflow
40% Customer relationship management
56% 3 to 5
24% 2 or less
15% 6 to 9
5% 10 or more
50% between 10% and 20%
26% less than 10%
22% between 20% and 40%
2% more than 40%
54% Improving customer experience
47% Increasing engagement
45% Improving efficiency
28% Improving data quality
27% Improving conversion rates
27% Aligning the efforts of marketing & sales
45% Email marketing
34% Analytics & reporting
27% Live chat
27% Automation
23% Content creation
To meet strategic goals, nearly two-thirds of marketers (62%) reported they will need to update some or all components of their tech stack in the year ahead; 24% were unsure and 14% said no update planned.
90% of marketers said that the collection, analysis, and use of first-party data will be critical to the success of their marketing strategies in the year ahead (35% strongly agreed; 55% moderately agreed).