Global Martech Software Forecast, 2023 To 2027

January 16th, 2024

With contributors:

Emily Collins , Cole Walsh , Jessica Liu , Joe Stanhope , Rusty Warner , Benjamin Nagle

Summary

Marketing technology (martech) is a critical business investment, playing a fundamental role in executing an organization’s marketing strategy. It encompasses various tools and platforms used by marketers to plan, execute, and measure marketing efforts more effectively and efficiently. In 2023, global marketers spent $131 billion on these technologies, and this figure will continue to expand as marketers look to keep pace with the rapidly evolving digital environment. This data-driven report gives a five-year forecast of growth for global martech spending, along with technology spend across the three pillars of marketing: customer understanding, brand strategy, and brand experience.

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