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.


How is the Customer Data Platform landscape evolving?

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The Customer Data Platform (CDP) landscape has experienced significant transformation in the past two years. As companies shift towards omnichannel and digital commerce, the need to manage exponentially growing customer data silos has become increasingly essential. To meet this challenge, companies need to adopt modern CDP technologies that enable them to process and understand the data in real-time and activate it to make customer-centric decisions. The result will be personalised experiences across all customer interactions that are essential for improving engagement, fostering loyalty, and driving revenue growth. 

The COVID-19 pandemic has accelerated the shift towards data-driven approaches to lead digital business transformation within organisations. Customer Data Technologies are no longer seen as a cost centre but rather as a way to foster growth and improve productivity. According to a 2023 report from Spiceworks’ Ziff Davis, most companies are committed to increasing technology budgets, with data and business analytics, and customer experience technologies among the top drivers of increased technology’s investment to deliver results. 

Data-driven organisations are experiencing better results across multiple business metrics, with a three-times-higher growth in revenue, as reported in a recent white paper released by IDC (International Data Corporation). They were also three times more likely to have smaller time-to-market times and twice as likely to report improvements in profits, customer satisfaction, and operational efficiency.

However, data and data security remain persistent concerns, according to the 2023 State of Data Engineering Survey from Immuta. Nearly 9 out of 10 respondents said their organisations miss business opportunities due to data access challenges. This highlights the need for IT and marketing departments to take a data-first approach to digital innovation that drives revenue and transforms organisations. 

To achieve the objective of highly personalised experiences across all touchpoints in the customer’s journey, companies should use a CDP that integrates data from various channels to provide a comprehensive understanding of customer behaviour and enables the evaluation and activation of the data. By leveraging a CDP effectively, brands can overcome the challenges posed by evolving consumer expectations and stay ahead of the curve. 

In conclusion, the CDP landscape is changing rapidly, and the future is all about data. Organisations that are committed to investing in CDP-related systems and technologies are experiencing better results across multiple business metrics. With the right approach, companies can achieve customised experiences across all customer interactions, improving customer engagement, fostering loyalty, and driving revenue growth. It is up to IT and marketing departments to take a data-first approach to digital innovation and lead the way towards the future of customer-centric decision-making.