Report: The Outlook on Marketing Technology for 2022
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Report: The Outlook on Marketing Technology for 2022

Report: The Outlook on Marketing Technology for 2022

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:

Primary Marketing Channel

43% B2C

26% B2B

31% B2B & B2C

Number of Employees

45% 50 to 500

31% More than 500

24% Fewer than 50 

Primary role in company

54% Vice president/director/manager

27% Owner/partner/C-level

19% Non-management professional

Current functions of respondents’ tech stacks

64% Email marketing

62% Communication

54% Social media

50% Collaboration/meetings

41% Project management/workflow

40% Customer relationship management

Number of martech tools

56% 3 to 5

24% 2 or less

15% 6 to 9

5% 10 or more

Budget dedicated to martech

50% between 10% and 20%

26% less than 10%

22% between 20% and 40%

  2% more than 40%

Important goals in the year ahead

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

Use of AI in 2022

45% Email marketing

34% Analytics & reporting

27% Live chat

27% Automation

23% Content creation

Technology refresh

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.

First-party data collection

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).

Published: December 28th, 2021

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