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Every business leader knows that faster innovation backed by digital adoption and technological advancements is the catalyst to improve productivity and remain competitive—at least, they should. 

Consumer behavior has fundamentally changed since the recent pandemic, forcing companies to up their game. According to Accenture’s global survey of business and IT executives, 90% of participants agreed that they must accelerate their digital transformation to become more agile and resilient. This is where a decisive investment in marketing technology can make a significant difference.

The beauty behind marketing technology—or MarTech—is that you can customize it to meet your brand’s needs and integrate it with tools such as CRM software, Salesforce, and user engagement tools. Embracing new technical capabilities allow businesses to change how consumers act, think, and feel about the products and services they use daily, improving their odds of success.

Leading Values of Marketing Technologies

The logistics information platforms like social media, CMS, and CRM provide to track audience growth and engagement is key to gauging success and areas for improvement. Unfortunately, many businesses don’t realize how much of a priority marketing technology really is. According to Gartner’s Marketing Technology Drivers of Genius Brand Performance report, MarTech only represents an estimated 26% of marketing expense budgets, yet brands use just 58% of their marketing technology stack capabilities. So not only is MarTech low on the expense budget list, but companies aren’t even getting their full investments yet because they aren’t using the complete features of their stack. Until there is a serious investment in marketing tech capabilities, businesses will continue leaving precious dollars on the table.

Are you missing out on modern marketers' needs in the digital era? Want to stay updated with Marketing Technology trends?

Discover the latest marketing tech tools and techniques with Martech News. Follow us on MTC Podcast for new episodes and updates