REPORT

Improving Marketing
and Data Performance

MarTech implementation
for mid and large businesses

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When executed strategically, implementing the right marketing technology can improve marketing performance, boost your audience engagement, and increase revenue. But identifying and investing in the tools that will purposefully improve efficiency remains a monumental task for digital marketers.

Discover how mid-size
and large organizations are implementing marketing technology

To help your business derive value from marketing technology, GetResponse and Ascend2 fielded the Marketing Technology Implementation Survey. The report represents the state of marketing technology implementation at mid and large-sized companies.

What’s inside:

Insights to guide your marketing strategy
Statistics on primary goals and challenges
Benchmarks for your business
Tips to maximize the value of your marketing investments

Get the report

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Frequently Asked Questions

How is marketing technology budget changing for mid and large companies over the next year?

80% of mid and large companies expect an increase in their martech budget over the next 12 months, with 24% describing that increase as significant. Only 8% report a decreasing budget, and just 12% expect no change at all.

What percentage of marketers say their marketing technology is successfully improving performance?

99% of marketers from mid and large companies report at least some success from their marketing technology, with 55% calling it "very successful" or best-in-class compared to competitors. Just 1% describe their martech as unsuccessful.

Is improving data quality or marketing efficiency the top goal for implementing martech?

Improving marketing efficiency is actually the top-ranked goal at 51%, edging out improving data quality at 46%, even though the report's own narrative leads with data quality as the headline goal. Improving the customer journey rounds out the top three at 41%.

How appealing is an all-in-one, consolidated marketing platform to mid and large companies?

A combined 91% of marketers find it appealing when marketing technology consolidates multiple tools into a single platform (38% strongly agree, 53% agree). Only 2% disagree or strongly disagree.

Which emerging technology will have the biggest impact on marketing strategy: real-time marketing or AI?

Real-time marketing edges out artificial intelligence as the emerging technology expected to have the most impact, cited by 44% of marketers versus 38% for AI. Analytics follows closely behind at 36%.