The State of Martech: G2 Data Reveals the Latest Martech Trends

THE martech industry East rapid growth, rapidly evolving, And A little overwhelming. A new tool crops up constantly.

G2 data watch THE number of some products In THE marketing software category grown up by 15% In 2023. THE famous martech map touts on 14,000 martech tools. There is just Also a lot technology And not enough time has explore.

But how TO DO companies decide which tools has to use, how a lot they buy, And how a lot their marketing teams In fact to use? HAS discover THE major tendencies In THE martech landscape, G2 deployed A investigation of digital marketing technology users. Combined with original data Since OUR walk with 65 different marketing categories, here is What We found.

High 6 marketing technology tendencies For 2024 The integration with other tools imported THE most has traders, as 1 In 4 marketers rate he as THE most important postman In selection A martech tool. THE marketing department And operations team own THE martech stack In almost 60% of businesses. Less East THE new more In martech batteries, with A average trader using 3 tools weekly. Martech uses to have increase In THE last three years, according to has 8 out of ten traders. Marketing automating software East THE most research martech tool, meaning THE growth importance of automating repetitive Tasks And rationalization workflow. Artificial intelligence (AI) the integration In THE martech stack East booming, with 75% of companies report AI adoption. Orient yourself 1: Seamless integrations reign supreme

OUR investigation watch integrations are No longer A nice to have but A critical mission postman For marketers building their martech stack.

About 51% of marketers admitted the integration challenges had embarrassed them Since adopt new technologies. A resounding 29% of marketers to prioritize the integration abilities as THE most important appearance When assess new marketing technologies.

This accent underlines THE need For tools that it's clear connect And share data through THE entire martech ecosystem. Marketers are while searching A unified technology landscape that rationalizes workflow, eliminates data silos, And maximize THE value of their martech investments. Also, companies to want has build A robust martech stack without breakup THE bank And determine if their investment paid disabled. Take A look has THE numbers.

1 In 4 marketers see cost as THE critical postman influence their martech purchase decision. Return on investment measurements are A key consideration For 19% of martech users. 14% regard ease of to use as A crucial postman, while another 9% regard THE tools data abilities as A decisive postman When decide on A new martech tool.

OUR data Also revealed A clear distinction In priorities base on business size.

For business businesses, seamless the integration with their complex martech ecosystems East THE absolute agreement breaker. Cost is not it A significant postman For them. For smaller And middle market businesses, cost East A primary concern. They to prioritize affordable And easy to integrate solutions. Budgetary constraints require to focus on tools that deliver THE most value For their investment.

Another surprising statistical East that only 1% of companies to prioritize security compliance as THE high selection postman. THE immediate needs of the integration, affordability, And Return on investment eclipse THE critical importance of data security. Furthermore, another G2 discovery watch that 54% of software buyers purchase software It is not checked by THE HE team. NOW, This East A little regarding.

THE G2 take

Businesses to use different platforms as customer relationship management (GRC) software, customer data platforms (CDP), content management systems (CMS), And more. However, For these platforms has be Really effective, they all need has work together it's clear. This East Why It is No surprise that martech users rank the integration above factors as cost, return on investment, And ease of use.

Here are Yeah...