Let’s do some martech mind-reading today, Dear Reader. First we’ll look at B2B tech marketing community FINITE’s survey, which found that 65% of respondents plan to increase use of martech in 2021 and 75% plan to focus on personalization. That’s cheery!
CMO Council also had upbeat results: 69% said they plan higher martech spend in 2021. But there was an odd disconnect in their approach: while journey management and digital strategies were their top targets for business improvement, their highest martech priority was analytics.
And what do IT leaders think? Adobe found they rank CDPs (33%) second only to predictive analytics (37%) in impact on customer experience, well ahead of chatbots, robotic process automation, and other advanced technologies. Two-thirds said IT was solely (31%) or jointly (37%) in charge of martech, compared with 15% who said marketing was in control. You’d likely get a different answer if you polled a bunch of marketers.
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