B2C Marketers Recognize That Martech Stack Complexity Is Unsustainable

To accommodate consumer demands in a tight economy, brands seek a streamlined marketing technology (martech) approach that balances efficiency and functional capacity. Some 28% of B2C marketers agree that their current tech portfolio is too complex and contains redundancies, leading to inconsistent customer experiences and inefficient spending. However, only 19% of marketers believe one martech vendor can provide all the capabilities they need. Most marketers accept that the martech stack will always involve multiple components, but 47% would like to reduce their number of martech suppliers. This is a snapshot of 32 enterprise marketing suite users’ thoughts on martech.