Despite Struggles, Marketers Continue to Invest Their Budgets in Martech

Marketers have not always integrated martech into their overall strategies, but new research shows that they are finally including it as a critical part of their plans, and their efforts are paying off.

Walker Sands recently published the “State of Martech 2019” and statistics showed that 75 percent of marketers agree that they invest in the right amount of martech. Furthermore, they expect to spend more of their budget on it as the remainder of the year rolls on. According to the report, most marketers (46 percent) agree that their martech budget and investment is bound to at least “increase slightly” in the coming months.

Approximately 34 percent said that it will at least “stay the same,” while 18 percent claimed that it will “increase greatly.”

Marketers Still Struggling to Implement Martech

Not all marketers have dedicated themselves to implementing martech, but previous research shows that they are at least “working on it” to improve their ROI.

Ascend2 published the “Marketing Technology Trends Survey” and statistics showed that most marketers (63 percent) are “working on it” when it comes to integrating martech into their strategies. Thus far, most of the respondents (58 percent) said that they have only been “somewhat successful” when it comes to achieving top priorities with their martech strategy.

Integrating disparate systems (52 percent), attributing revenue to marketing (47 percent) and improving decision marking (34 percent) have all been challenges associated with achieving martech strategy success.