With budgets tight, marketers need to show return on their martech spend.
With businesses watching every dollar, today’s marketers and marketing leaders need to demonstrate ROI on their martech investments or risk losing them.
Gartner’s 2023 Martech Report drew a great deal of attention when it reported falling utilization rates for marketing technology applications. The report showed a steady decline in martech utilization and put the blame on a lack of training and the complexity of the solutions.
In truth, many of the software applications used in the modern business have relatively low utilization rates for a number of reasons. Most users of common applications like Microsoft Word, for example, use relatively few features of the powerful software because they simply don’t need them.
While the decrease in utilization rates of martech applications is more a sign of evolution than a cause for alarm, marketing teams still need to watch their expenses, especially when spending is tight.
Join MarTech contributors Tim Hillison, Founder & CMO, Entry Point 1, and Mark Ogne, Founder & CEO, ABM Consortium for a discussion about getting the most out of your martech. This podcast was originally streamed during the MarTech Conference, Spring 2024.
Don’t miss an episode of the MarTech.org podcast. Paste this link into the podcast app of your choice, follow MarTech.org on YouTube or visit the podcast page of the MarTech website.
The post Getting the most out of your martech applications appeared first on MarTech.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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