"According to Hightouch, nearly every marketer surveyed expressed excitement about generative and agentic AI, but most said their organizations are not equipped to use it confidently. The report found the core issue is data readiness. Most marketing teams are still dealing with fragmented systems and reliance on engineering support that make advanced personalization, as well as the ability to understand and act on company data, difficult to scale."
"Marketers most often cite tools as their top pain point, but 75% of the time the real problem is disconnected data, according to a report from Hightouch. The report, " Has Martech Failed Marketers? ", analyzed 384 conversations with marketing leaders and uncovered a disconnect between ambition and execution. Among the findings: 95% of marketers struggle to find or target their audiences effectively. 75% of martech pain points trace back to data issues rather than the tools themselves."
"Among the findings: 95% of marketers struggle to find or target their audiences effectively. 75% of martech pain points trace back to data issues rather than the tools themselves. Only 10% of marketers feel they're using AI effectively today, but 75 percent want to use AI more often and for more use cases. Fewer than 2% believe they're using AI for personalization successfully, and less than 1% feel they've achieved one-to-one personalization."
Disconnected and fragmented data is the primary barrier preventing marketers from meeting ambitions for targeting, personalization, and AI adoption. Most marketers struggle to find or target audiences, and three quarters of martech pain points stem from data issues rather than tools. Only about 10% feel they use AI effectively today, while 75% want increased AI use for more cases. Fewer than 2% report successful AI-driven personalization and under 1% have achieved one-to-one personalization. Organizational dependence on engineering and fragmented systems hinder data readiness and the ability to scale advanced personalization. Representation spans 384 marketing leaders across B2B and B2C industries including retail, fintech, entertainment, healthcare, and SaaS.
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