The sheer volume of martech solutions is overwhelming. This enormous landscape can lead to the purchase of unnecessary shiny new objects that businesses think will solve all known and unknown problems. With an ever-increasing long tail of martech solutions, having an overcomplicated, unwieldy stack is not uncommon.
Showing ROI and attribution is a classic, but prevalent, problem. B2B marketers use a variety of digital channels including email, social, and websites. These channels require technology that can interact and engage with audiences, report back on the effectiveness of campaigns, and provide feedback on multiple touchpoints as buyers continue their journeys. The ability to accurately measure performance and KPIs is required to optimize campaigns and show ROI in any marketing channel.
Seventy-two percent of B2B marketers reported that accurately measuring performance is essential to multichannel marketing, per a June 2022 Act-On and Ascend2 survey. But many marketers have struggled to do this successfully.