Just 23% of companies put marketing fully in charge of martech, according to this Forrester study sponsored by Simon Data. Perhaps related: while more than 80% rate their martech tools as effective, an even higher 90% face challenges in using martech to meet business goals. All very interesting.
Or maybe the biggest problem really is data sharing after all. Planning system vendor Digital.ai als found that 99% of companies agree it’s important to share business planning data but 34% do it poorly. They win the prize for conflicting answers: 95% of respondents said digital transformation is going well but 91% said they need to get more from their DT initiatives and 54% said DT problems have hurt their company’s bottom line.
As Monty Python never quite said, the thing companies buy apart from martech is more martech. Or so hopes Sitecore, which just extended its martech shopping spree by buying email and marketing automation platform Moosend. The deal complements Sitecore’s recent purchase of the Boxever CDP and e-commerce experience platform Four51.
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.