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Marketing Technology Research Findings

MarTech Adoption, Budgets, Innovation - MarTech Budgets

Marketing Technology Research Findings summarizes what B2B marketers need to know about marketing technology (MarTech) adoption and innovation.

Walker Sands surveyed more than 300 marketing professionals t0 produce the State of Marketing Technology 2017 – Closing the Gap Between Martech Innovation and Adoption and here is what you need to know.

Marketing Technology Research Findings – Innovation & Adoption Key Takeaways

  • More than $1 billion in venture capital investment has flowed into the space
  • There are over 3,000 solutions and counting in the MarTech space
  • Innovation outpaces adoption
  • Marketers are moving away from single-vendor suites toward best-of breed
  • Solutions
  • Ownership of the marketing technology stack is moving away from IT and towards the business users, giving rise to the role of marketing technologist

Marketing Technology Research Findings – Highlights

  • 48% of respondents refer to their companies as innovators or early adopters in marketing technology adoption compared to 20% a year earlier
  • Approximately 70% of respondents expect their companies’ marketing technology budgets to increase in 2017 while 2% expect a decrease
  • 7 out of 10 marketers in the survey believe their companies invest the right amount of dollars in MarTech
  • Just under 50% of respondents stated that they have built best -of-breed marketing technology stacks made up of multiple point solutions – 21% use a single-vendor suite
  • 83% of companies that have integrated best-of-breed marketing technology reported that their companies leverage the full power of their MarTech investments
  • 9 out of 10 survey respondents reported using more than one MarTech tool on a regular basis

Marketing Technology Research Findings – Planned Investments

  • Social media marketing tool – 32%
  • Ad tech – 28%
  • Email marketing – 27%
  • Analytics -24%

Marketing Technology Research Findings – Budgets

  • 70% of respondents expect their companies’ marketing technology budgets to increase in 2017
  • 2% of respondents expect a decrease to their MarTech budget
  • 69% of respondents communicated that they felt constrained by their company’s marketing technology
  • 50% of respondents cited spending restraints as a factor holding them back from implementing new MarTech

Marketing Technology Research Findings – Obstacles

  • 25% of respondents communicated that they are facing internal resistance to change at their organizations
  • 24% of respondents currently see implementation or integration as an obstacle
  • 22% of respondents feel that they don’t have executive buy-in for MarTech investment
  • 10% of respondents communicated that they don’t need new MarTech tools

Marketing Technology Research Findings – MarTech as a Percentage of the Overall Marketing Budget

  • Marketers allocate less than 25% of their overall marketing budgets to technology tools or vendors
  • Approximately 34% of respondents allocate between 1 – 10%
  • Approximately 36% of respondents allocate between 11 – 25%
  • Technology spending jumps significantly when marketing budgets hit $500K
  • For companies with technology budgets that exceed $500K, 68% of respondents communicated that their companies allocate 10% of their budgets to marketing technology

71% of respondents now believe their companies invest the right amount in MarTech

69% of respondents now feel that the technology in place at their companies is sufficient and up-to-date for helping them do their jobs more effectively

Marketing Technology Research Findings – Budgets

Marketing Technology Research Findings – How Many MarTech Tools Are Used

  • 88% of marketers use more than one MarTech tool on a regular basis
  • 74% of marketers use more 1 to 5 MarTech tools on a regular basis
  • 5% of marketers reported using more than 10 MarTech tools on a regular basis

Marketing Technology Research Findings – The Marketing Technology Stack

  • Almost half of respondents referred to their company’s marketing technology stacks as best-of-breed
  • Approximately 20% of marketers say they primarily use a single-vendor suites
  • 42% of respondents report that they have a fragmented or piecemeal marketing technology stack.
  • 7% stated that they don’t have any MarTech in place at all
  • 23% of companies with less than 50 employees currently use suites as their primary marketing tool
  • 18% of companies with more than 1,000 employees currently use suites as their primary marketing tool
  • Larger organizations gravitate to use best of-breed architecture
  • Approximately two-thirds of respondents rate their companies as good or excellent in their ability to leverage the full power of their MarTech investments

Marketing Technology Research Findings – Barriers to Realizing Full Value

  • 3% of respondents believe that their organizations derive full value
  • 39% say the lack of a marketing technology strategy impacts their overall effectiveness
  • 36% state that the lack of analytics is the key impeding factor
  • 33% point to the lack of training as a key inhibitor

Marketing Technology Research Findings – Who Makes the Purchase Decision

  • The study found that MarTech is owned by the end business users 87% of the time
  • 41% of the time, traditional marketing functions own the tools but other marketing functions sometimes own the tool: marketing ops – 12%, customer experience- 9% and digital strategy – 8%

Marketing Technology Tools With the Most People Involved in the Decision Making Process

  • Social media marketing: 19% of marketers have led a purchase decision
  • Email marketing: 18% of marketers have led a purchase decision
  • Analytics: 16% of marketers have led a purchase decision
  • Content marketing: 16% of marketers have led a purchase decision
  • Executives tend to make decisions about technology like: data management and database marketing platforms that are purchased less frequently at higher price points.
  • In general, most purchase decisions are being made in the middle of marketing departments

The Most Commonly Purchased MarTech Tools for 2107

  • 32% of respondents stated that their companies plan to purchase a social
  • media marketing tool
  • 28% cited ad tech
  • 27% mentioned email marketing
  • 24% voted analytics
  • 21% stated content marketing

The Walker Sands State of Marketing Technology 2017 study was based on an online survey of 335 U.S. marketers in the fall of 2016. Respondents were limited to marketing professionals who currently employed in a marketing organization.


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