Despite substantial investments in marketing technology, companies frequently under-utilize these resources, resulting in modest impacts on marketing outcomes. Research conducted with 292 senior marketers reveals a common acknowledgment of advanced martech tools, yet challenges in effectively leveraging these capabilities persist. Understanding the reasons behind these barriers is essential for optimizing the usage of marketing technology and achieving significant business results.
Despite significant investments in marketing technology, companies frequently under-utilize these tools, leading to only modest impacts on their marketing efforts. Understanding the usage and strategic application is critical for optimizing outcomes.
Research showed that many senior marketers acknowledge the presence of advanced marketing technology but struggle with effectively leveraging those capabilities to drive substantial business results.
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