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The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.

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CX Trends Report

Create Engaging Customer Experiences. Launch Faster.

The global pandemic is finally fading away, but marketers now face fresh economic uncertainty, compounded by an urgency to find new ways to understand and reach their customers at a time when privacy concerns loom.

No rest for the weary.

Marketing budgets could certainly suffer from this volatility. Yet, through it all, a non-negotiable constant is that customers expect to have a great customer experience (CX) with a brand. Marketers must strive to meet those expectations.

To deliver an ideal CX in these choppy times, marketers will need to draw on the flexibility they’ve honed in recent years. They must also ensure their marketing strategy is supported by three important pillars:

1. A first-party data strategy

Organizations that build direct relationships with their customers have an edge. Marketers need to collect, organize, understand, and protect the information that customers choose to provide to them. This high-quality data, which includes digital interactions, email addresses, information about product preferences, and purchase history, will be essential to generating custom content and engaging CX after major browsers stop supporting third party cookies.

2. Content

Marketers will need easy-to-use solutions to assemble differentiated digital experiences quickly, efficiently, and at scale across channels. Today’s innovative customer experiences feature rich, personalized content with compelling storytelling and brand consistency.

3. Composable technology

Organizations need the ability to assemble an open marketing technology stack that mixes and matches business components from different sources. The days of being locked into products from a single vendor or purchasing multiple tools with overlapping features are over.

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