Has martech failed marketers?
384 marketers told us their problems. 75% of the time, there’s a single cause.
Don’t blame the tools
The best martech stack is invisible. You just get to go and do your job. But marketers constantly feel the pain of their tools and stack, and we found there’s a single reason: the data isn’t where it needs to be.
Download our report to get all the insights and see where we can go from here.
Insights, now streaming
Missed our webinar? Stream our conversation now with Scott Brinker, Analyst and Advisor and chiefmartec, to unpack all the findings and get pragmatic steps teams can take to unpack all the findings, get pragmatic tips, and chart a better path forward.
Marketers say tooling is their #1 pain point
*From Scott Brinker, chiefmartec via NetSkope and Gartner
The most common marketing pain points
74%
Tooling
20.1%
Audience
targeting
1.0%
Other
1.3%
Personalization
3.6%
AI
Every time we want to connect something, it doesn’t fit nicely like Lego pieces — it’s a huge challenge with the tools we have.”
Marketing Technology Specialist, Financial Services
Nearly every marketer is talking about AI, but success is rare: just 10% say they’re using AI effectively, and fewer than 2% when it comes to personalization — the use case they care about most. The promise of AI is real, but like another tool in the stack, marketers aren’t using it the way they want.
Marketers' top priorities for AI
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% of marketer conversations
We currently have very basic personalization, and that's why our customers don't always feel like the content resonates.”
Assistant GM, Growth, Retail
Marketers face another near-universal issue. No one can find their audience with their tools. That's a staggering (bad and sad) find: If you can't even locate your audience, it's pretty hard to do anything else in marketing.
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20
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95%
of B2C marketers struggle to reach, target, or find their audience
Actually finding the audience that responds is the hard part.”
Director, Marketing, AdTech & Operations, QSR
Marketers struggle the most with siloed data in each tool, and since we know that teams juggle a lot of tools (you may remember, it’s 90+), you can imagine how painful this is. But there are tons of reasons for the struggle.
The biggest data challenges
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% of marketer conversations
Our main issue is integrating data across platforms without things breaking.”
Director of Marketing, Retail
Marketing doesn’t work without data
Better marketing doesn’t mean shopping for another tool, discarding all of them, or investing in a re-architecting project. The best teams focus on context and solve their data problems in three ways.
1
Access
This is your competitive differentiator. When you can fully access your data to understand your audience, everything else opens up.
2
Completeness
With fragmented data, you can't piece together what happened before, what's going on now, and what's ahead. You need the complete picture.
3
Action
Layering AI on top of your data to reach your audiences, in a way that's actually personalized at scale, is the future of marketing.
See what we uncovered
