Some 60% of companies are growing their spending on martech this yr, in keeping with a examine by Clevertouch Advertising and marketing and the College of Southampton. Nevertheless, extra B2B companies are reporting bother within the stacks.
This yr 23% of B2B corporations mentioned their stack was a number of, unconnected disparate platforms. That’s an enormous enhance from 2022 when solely 10% of firms mentioned this. No shock then that solely 27.4% of those companies say their martech stack is absolutely built-in and might go information seamlessly between options. That’s a 12 proportion level drop from final yr. Regardless of this, 31.7% say their buyer expertise is seamless.
Dig deeper: B2B martech spending growth slows, may hit $8.5 billion by 2024
On the B2C facet, 40.6% say their stack is absolutely built-in, which is basically flat from final yr’s 39.7%. Additionally, 7.7% have unconnected platforms that aren’t related, down from 9.9% final yr.
Total, entrepreneurs are pleased with how their platforms are performing, with 84% saying they’re glad with them, up 4 proportion factors from final yr.
The survey of 659 senior entrepreneurs throughout the U.S., U.Okay. and E.U., additionally confirmed the largest advertising investments this yr are:
- Campaigns: 19.7%
- Providers: 19.3%
- Integration: 15.9%
- Individuals: 9.6%
Why we care. Whereas the B2B numbers are perplexing, it’s good to see that investments in martech stay sturdy amid the uneven financial waters. Additionally, these satisfaction numbers are sturdy and getting stronger. All this implies that there are answers even for firms having stack issues.
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