Trends Report

B2C Marketers Consider DIY Approaches To Hack Martech

For The Technically Inclined, Building In-House Capabilities Offers Tempting Benefits

January 27th, 2020
With contributors:

Summary

The majority of marketers assemble their marketing technology (martech) stack from commercially available, packaged technology. However, a growing number of firms see an opportunity to take a different path to achieve greater flexibility, accommodate specific marketing and tech requirements, and increase marketing performance. This report addresses the scope, benefits, and risks of proprietary B2C martech development trends and identifies when marketing organizations should pursue a DIY strategy.

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