MarTech » B2B Marketing » Over 60% of B2B marketers say the martech stack is too complex
Over 60% of B2B marketers say their martech stacks are too complex, with only one A new survey, five people say it is “more complex than a black hole”.
This complexity is collected , the result of increasing challenges in orchestrating and leveraging data. That’s the conclusion of the 2022 Data and Technology Outlook, published by B2B marketing solutions provider Anteriad. It is based on a survey of 370 B2B marketing professionals with senior managers and above in US and UK businesses with more than 250 employees.
The solution to this problem seems to be adding more to the stack. Despite the sluggish UK economy, more than 90% of UK marketers expect their budgets to grow in the coming year. In the US, 70% expect they will get more money.
Overall, 93% said that replacing, updating or integrating tools in their current martech stack would make it run more efficiently.
The problem they most want to solve is:
35% – Data is not normalized across systems. 33% – tools don’t communicate with each other, So everything is manual. 33% – We have features that we don’t need or use.
29% – We have technology that we don’t need or use.
26% – Data is outdated/stale. 24% – I am missing a critical part of the tech stack.
So many data providers
Companies are getting data from many different providers Get data there. Nearly half (46%) said they use one to five third-party data sources, 32% use five to ten, and 15% use more.
Unfortunately, more sources doesn’t mean more efficiency. The report found that users who used more than 6 third-party sources actually reported a 10% reduction in target revenue and a 13% reduction in customer experience revenue.
Why B2B buyers hate traditional B2B sales now
What do you want in the coming year What is accomplished seems to depend on where you are in the organization. Among C-suite respondents, updating the technology stack is a top priority (48%). For VP, it is adopting a data strategy (56%). For managers and directors, it is centralizing/unifying data (47%).
Why we care. While priorities for the coming year may vary, they all need other things to be successful. Also, it takes a person or a team to focus on keeping the martech stack as simple as possible. This technology should make marketing more effective and efficient. None of this happens if it’s too complicated to use.
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About the author
Constantine von Hoffman is the executive editor of MarTech. A veteran reporter, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMOs and Inc. He has served as city editor for the Boston Herald, a news producer for NPR, and has written for Boston-Harvard Business Review Magazine, Sierra, and many other publications. He is also a professional stand-up comedian, speaks at anime and gaming conventions on the history of chinchillas to dice and board games, and is the author of the magical realist novel John Henry the Apocalypse. He lives in Boston with his wife Jennifer and too many or too few dogs.