More marketing teams are turning to software and other tools to manage their workflows than ever before.
Marketing technology, also known as martech, refers to the software and tech that marketers use in their everyday work, from planning to the execution of campaigns. According to research from Gartner, martech investment is on the rise, and 68% of CMOs expect to further increase martech spending.
But despite this demand for tech integration in marketing, there’s also evidence showing teams aren’t fully optimizing the tools they have. Gartner reports that 58% of an org’s available martech capabilities are being used—that’s only a little more than half of the functionality they’re paying for. So what gives?
We wanted to better understand how marketing teams can get the most out of their software, so we surveyed 300 marketing leaders across the U.S. and put our findings into a report. Here are three of the five lessons we learned.
More isn’t always merrier
There are countless tools available to marketing teams today, and 60% of these teams have at least 20 marketing tools at their disposal. Some of the larger companies out there say they use up to 29 marketing tools on a day-to-day basis. That’s a lot of capability.
But we’ve found that more tools don’t always mean more productivity. When marketing teams haven’t integrated their tools successfully into their workflows, this usually produces more busywork—the exact opposite result they’re looking for. More tools mean more time spent on manual tasks.
Integration: the quick fix for duplicate data
According to our survey, the average marketing leader says 35% of their team’s data is duplicated across multiple sources. If you find that your team is managing a fair amount of duplicate data, or you’re relying on manual sharing between tools, it’s possible your martech integration strategy needs an upgrade.
When marketing teams integrate their tools well, they cut down on the manual work of sharing information.
The future is no-code
The low-code/no-code movement is taking hold: according to Gartner, 80% of tech products and services will be built by non-tech professionals by 2024. And our survey found that 33% of marketing leaders are using no-code or low-code tools on a regular basis.
Low-code/no-code tools are appealing to marketers because they can be harnessed without extra development support. Marketers don’t need to know a lick of code to build apps and workflows themselves.
There’s more where that came from! When you download our report, you’ll get access to all five of the insights we’ve drawn from our research, as well as a breakdown of our key takeaways.
These insights have been pulled from Airtable’s report, 5 insights shaping the future of martech, which surveyed 300 marketing leaders across the U.S. Sign up to read the report today.