The drop in martech and adtech stocks certainly reflects over-all market conditions. But it can’t help that 67% of SMB CMOs are overwhelmed by the volume of marketing data, according to this Adverity survey. The biggest investment barriers are lack of knowledge about using the systems (27%), integration complexity (23%) and adoption (19%).
You surely don’t need reminding that investors have pulled back from martech and adtech companies recently. But if you’re looking for gruesome details, GP Bullhound has lots of them in this sector report. No promises that I did the math right, but my calculations show the weighted average martech stock dropped by 49% over the past year and the weighted average adtech stock dropped 46% if you exclude Alphabet and 32% if you include them. Channel Advisor, The Trade Desk, and Weave did much better than most.
Marketing agencies owning their own technology goes in and out of style. Today it’s on the upswing and digital marketing agency WebFX has joined the party by acquiring Nutshell, a B2B SMB CRM and email platform. Nutshell will supplement the company’s existing platforms, including a reporting service that it calls a CDP.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.