Dive Brief:

• Clutch and R2integrated surveyed 500 marketers from companies with at least 500 employees on marketing technology adoption and found that the most-used martech is web and marketing analytics tools, with 75%of those surveyed using them.
• Analytics tools are followed CRM software (62%), social community management platforms (59%), web content management systems (55%) and email service providers (53%).
• Only 1% of survey respondents reported not using any of the technology on the list, which was rounded out by personalization tools (44%), marketing automation platforms (40%) and demand marketing/side platforms (36%).

Dive Insight:

Marketing technology is so universal that only 1% of survey respondents aren't using any martech at all. Technology has become an increasingly key component of the data-driven marketing world, from handling the execution of email campaigns to providing marketers with predictive analytics that help businesses better understand customers and their needs.

But technology is not the solution to marketing challenges in and of itself. Marketers have to become tech savvy enough to use the tools, and CMOs have to develop alignment with IT within organizations as they are asked to purchase more technology that should integrate into existing corporate tech. Salesforce and the Harvard Business Review Analytics Services surveyed 556 global marketing leaders on technology and found 70% said the ability to integrate different technology pieces, such as marketing systems, within an enterprise’s IT network is extremely important to delivering a consistent, seamless experience to customers. 

Analytics appear to be the most widely adopted marketing technology today. Separate recent research from Regalix found that 60% of B2B marketers attributed sales increases of 11-50% to marketing analytics. Analytics can provide better visibility into marketing spending and uncover marketing channels that offer the highest ROI.