Only one in ten marketers in the Walker Sands study said they don’t need new martech tools (half the number of a year ago), and they are probably lying or delusional. The other nine out of ten marketers predict their companies will purchase at least one new marketing technology tool in the coming year.
In many cases, marketers will be replacing a marketing technology that they had previously purchased sometime within the past three years. That suggests that the martech landscape is so fluid and fast-changing that you can’t kick back and relax once you’ve pulled the trigger on a particular martech tool. The email platform you need today might not be the right one three years from now. Same thing for social media tools, data analytics, marketing automation, etc.
More than half of marketers who plan to purchase social media marketing (62 percent), email marketing (61 percent), content marketing (58 percent), ad tech (56 percent) and analytics (50 percent) tools in 2017 have already done so in the past three years.
Reality Check: To keep pace with the needs of your organization and the rapid changes in the martech landscape, financial marketers will need to be constantly evaluating — and reevaluating — their technology options. A once-a-year “annual check-up” won’t cut it.
The financial sector is notorious for being the last ones on the block to adopt marketing tools and tech.
RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.