Summary
Organizations often allocate their marketing budget to four areas: personnel, programs, technology, and outsourcing. More than half of B2B marketing decision-makers globally say their firm spends over 10% of its marketing budget on technology. As technology is increasingly important to achieving marketing targets, 66% of B2B marketing decision-makers globally plan to increase their tech spend in 2023; those in North America and Europe are most likely to do so. B2B marketers must define a clear marketing technology strategy so that they invest in the right technologies and build a future fit marketing organization that supports their business goals.
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