The issue: Technology is critical to effective B2B marketing, but it’s also a major pain point for practitioners in the field.
Best bang for the buck: Many B2B marketers find that their tech stacks are unwieldy and don’t align with those of other teams, says principal B2B marketing analyst Kelsey Voss.
Data is the foundational layer: Marketers who are focused on generating quality leads and improved customer experiences to drive revenues are keen to invest in data that can deliver measurable results. But a good portion of marketers say their data isn’t normalized across systems.
Voss predicts the importance of getting complete, normalized, and compliant data will only grow. Marketers will select martech tools that help with third-, second-, and first-party data to navigate privacy and regulatory changes and to help manage data across multiple touch points.
Go further: For more information on the B2B marketing landscape, including changes in buying behavior and customer experience, read our report, B2B Marketing Trends to Watch for in 2023.