The significant shift in marketer priorities from 2023 to 2024 highlights that cost concerns have dramatically increased from 37% to 61% when replacing martech tools, reflecting the ongoing economic challenges in B2B marketing.
Data capabilities are becoming increasingly vital for marketers, as evidenced by the rising importance of integration capabilities and data centralization in the 2024 MarTech Replacement Survey, demonstrating a clear trend towards data-focused martech solutions.
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