Dive Brief:
- According to Ascend2 research, 82% of surveyed marketers reported using email, leading in usage in the marketing technology (martech) space.
- Social media and marketing analytics were cited by more than 60% of respondents.
- Meanwhile, over a third of respondents reported not having all the martech they needed and disclosed they were not fully utilizing the tech they did have.
Dive Insight:
Research from Ascend2 conducted this month found a majority of marketers reported using email technology, and 67% using social media tech, leading the pack among martech tools being used.
“Nearly everything marketers do now to acquire leads and convert customers revolves around the use of marketing technology. The good news is that 87% of companies say it’s improving their marketing performance,” Todd Lebo, CMO/Partner at Ascend2, told Marketing Dive.
At the same time, 34% reported both not having all the martech they needed and not making full use of the tech they do have.
Lebo said, “Availability and utilization of marketing tools is a problem. Only 9% of companies have all the tools they need and fully utilize what they have. Companies that don’t have all the tools they need is [at] 59%. We are still in the early stages of tapping the potential of marketing technology.”
The two top objectives cited for martech were increasing sales revenue and lead generation.
