Ascend2 and SharpSpring’s “The State of MarTech” report highlights how companies are using technology to transform their marketing programs.
The study found 76% of marketing professionals feel they are missing opportunities for revenue growth because of challenges like lead quality and marketing attribution. Most (37%) marketers find it challenging to generate quality leads, which is followed by attributing results to marketing (26%), generating enough leads (25%), retaining customers (22%) and staying current with new marketing trends (21%).
Around 18% of marketers also find it challenging to personalise marketing efforts. A vast majority of marketers feel they do not have the data they need to feel confident about which marketing campaigns are working and which are not. Additionally, more than half of marketing professionals are only partially integrated or use manual processes between tools.
Though 44% of marketing teams are using four or more tools to execute their strategy, they are still facing major challenges. This piece suggests that instead of looking for more tools, marketers should find out tools that have built-in features like attributes and tracking. Adopt all-in-one revenue growth platforms, integrate technology and leverage consolidating tools to reduce costs, and forecast as well as track KPIs.
[6 minute read]