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.


Marketing Operations: Stats and Trends for 2023

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Marketing operations may sound like the name of a secret spy agency, but it's actually the backbone of any successful marketing team.

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And just like James Bond, marketing ops professionals need to stay on top of the latest trends and technologies to stay ahead of the competition. That means swapping out laser guns for strategy and grappling hooks for ROI. I promise they're all equally exciting. 

A quick definition: marketing operations refer to the planning, execution, and management of marketing campaigns and initiatives to achieve specific business goals.

It involves coordinating various aspects of marketing such as strategy, data management, technology, workflow, and team management to optimise marketing performance and drive revenue growth. The primary objective of marketing operations is to streamline and standardise marketing processes to increase efficiency, productivity, and accountability while improving the overall customer experience.

So grab your (shaken, not stirred) martini and let's look at some stats and trends in the world of marketing operations! 

MOPs Stats and Trends Every Marketer Needs in 2023

Digital Marketing ROI and Effectiveness

  • Marketing technology now accounts for 23% of overall marketing budgets.
  • With marketing technology budgets set to grow further - 61% of agencies and marketers expect their own or client budgets to increase during 2022 - marketing operations professionals are set to be in greater demand than ever before.
  • 46% of marketers say that their biggest challenge is proving the ROI of their marketing activities. (Source: HubSpot)
  • 57% of customers won't recommend a business with a poorly designed mobile site. (Source: Google)
  • The average click-through rate (CTR) for a Google Ads campaign across all industries is 3.17% for search and 0.46% for display. (Source: WordStream)
  • 93% of B2B marketers say the marketing operations function is important or critical in delivering digital transformation
  • 80% of marketers think marketing automation generates more leads (and conversions)

The MOPs Role in 2023

  • Almost half (47%) said it MOPs default to the most senior marketer (be that the CMO, marketing director, VP, or head of) whereas 21% have a head or director of marketing operations to do the job.
  • Almost a quarter (22%) of companies take a more free-flowing approach. Instead of singular ownership, they adopt a shared process with individual members suggesting martech solutions, and operating it on an ad-hoc basis.
  • With marketing technology budgets set to grow further - 61% of agencies and marketers expect their own or client budgets to increase during 2022 - marketing operations professionals are set to be in greater demand than ever before.

Marketing Operations | Marketing Insights | Gartner.com

Lead Generation and Customer Acquisition
Personalisation and Customer Experience
  • 78.5% of marketers agree that delivering an amazing customer experience is a powerful competitive advantage. This has increased the need for well-managed marketing tech required to crunch data in order to customise and personalise digital experiences, at scale.
  • The Temkin Group found that companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience.

investment in customer experience initiatives

  • 49% of buyers have made impulse purchases after receiving a more personalised experience.
  • Adobe recently found that companies with the strongest omnichannel customer engagement strategies enjoy a 10% Y-O-Y growth, a 10% increase in average order value and a 25% increase in close rates.
Content Marketing and SEO
  • 70-80% of people ignore paid search results and only click on organic results. 
  • 82% of marketers are actively investing in content marketing, 10% report not using content marketing, and 8% are unsure if their company uses content marketing
  • 40% of B2B marketers have a documented content marketing strategy, and 64% of the most successful B2B marketers have a documented content marketing strategy
  • 69% of marketers actively invest time in SEO 
  • The top three primary goals of creating content are boosting sales, building relationships with customers, and increasing brand awareness 
  • 83% of marketers say it’s better to focus on quality rather than quantity of content, even if it means posting less often
  • SEO leads hold a 14.6% close rate
  • 70% of recipients delete their email instantly if it is not mobile responsive

90.63% of pages get no organic search traffic from Google

  • Most B2B marketers try to differentiate from the competition by content quality (83%) and covering untapped topics/stories (72%)
  • 78% of B2B marketers employ keyword research for SEO while creating content
  • 90.63% of pages get no organic search traffic from Google
  • 71% of B2B researchers start their research with a generic search instead of branded search
  • 52% more traffic is received by B2B blogs on educational content than promotional B2B company blogs
Social Media and Video Marketing
  • 81% of marketers found that increased traffic occurred with as little as six hours per week invested in social media marketing. 
  • 70% of marketers say SEO is more effective than PPC for generating sales.
  • Video is the #1 form of media used in content strategy, overtaking blogs and infographics.
  • 92% of marketers say that social media is important to their business.
  • 72% of consumers who did a local search visited a store within five miles.
  • 49% of consumers say they rely on influencer recommendations when making purchase decisions.
  • Including a video on a landing page can increase conversion rates by 80%.
  • 89% of marketers say email is their primary channel for lead generation.
  • 63% of marketers say generating traffic and leads is their top challenge.
  • 70% of B2B marketers believe video marketing helps capture and convert leads

Social Media Marketing Update: Preferred Platforms and Content Types in  2021 - Marketing Charts