B2B Marketers Want a Simpler Tech Stack: Anteriad Study
B2B marketers have their own complaints. Intent data collector Anteriad reports that 61% feel their tech stack is too complex (if we include the 19% who compare their stack to a black hole). The bright side is that companies with fully integrated data show better business results. Also noteworthy: 33% have a CDP, comparable to marketing automation (35%), marketing databases (32%) and Data Management Platforms (31%), but still far behind CRM (61%).