The 2023 State Of B2B Martech: How Integration, AI & Automation Are Shaping Modern Tech Stacks

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks.

The primary goal in this evolving martech ecosystem is to continue enhancing integration capabilities with existing software, which has created a need for martech providers to keep improving their automation capabilities between various providers in the industry — even if they directly compete. By doing so, companies can optimize their marketing efforts and seamlessly connect different customer journey stages.

To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss:

  • How practitioners are integrating technologies and systems to encourage information-sharing between departments and promote omnichannel marketing;
  • How AI-powered analytics are leading to more intriguing and satisfying customer interactions; and
  • The growing demand among buyers for open marketing platforms that can support ‘BYOD’ (bring your own data).


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