2023年?duì)I銷技術(shù)趨勢(shì)報(bào)告（英）

Content

Matters

202

3Mar

tech

TrendRepor

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NSectionI:AIisn’tcoming.It’shere.WhatAIlookslike

fortechstacksExpectationsandhopesRevenue

andinvestmentMeasurementandtestingRevenue

expectationsAnalyticstools34Contentmatters,MarketingTechnology:AIandtherighttoolshavenever

beenmore

important5SectionII:OrgsandPeople68In2022,ourContent

Matters

MartechTrendsReport

revealedjusthowcentralmarketingtechnologywastothedisciplineacrossindustriesandorganizationtypes.We

foundtheveryactofcontentcreationwasboundupinmarketingtechnology:89%oforgsinoursurveyintegratedmartechtoolsdirectlywiththeircontentmanagementsystem(CMS).Therewasahungerforgreatsolutionsandseamlesstoolsintegration.SectionIII:Tools

andUsage1011Pain

pointswithanalyticstoolsandprocessesMarketingautomation1213151617181920Now,

in2023,our?ndingsshowthatorganizationshaveleanedeven

morefullyintothetrendsthatemergedin2022,withbigimpactsoncontentinvestmentandexpectations.Nowhereisthatmoreevidentthanwitharti?cialintelligence.We

askedrespondentshowthey’recurrentlyusing,andwhattheyexpectfrom,generativeAI.Whattheysharedrevealedanindustrythathasalreadyembracedthistechnology,whileremainingthoughtfulaboutitsimpactsbothmicro(e.g.,

workplacee?ciency)andmacro(e.g.,

ethicsandmorality).CustomerdataplatformsPersonalizationMultivariatetestingElsewhere,weseedata-drivenculturesdominatingthelandscape—organizationsincreasinglyexpectcontenttodrivemeasurablebusinessoutcomes.Here,

theplatformsandtoolstheyusetobuildtheirtechstacksreallydocount,especiallywhensecuringexecutivebuy-inandbudget.We

foundthisisparticularlyevidentwiththeanalyticstoolsorganizationsare

adoptingtoshowcasetheimpactofcontent.Digitalassetmanagement(DAM)ConclusionMethodologyandDemographicsFinally,

wealsosawasurgeofadoptioninvariouscategories—personalization,multivariatetesting,digitalassetmanagement—makingthemnear-ubiquitous.Asyou’llread,contenthasnevermatteredmore—andthetoolsthatcompriseanorganization’smarketingtechstackhaveneverbeenmoreimportant.2|W

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GY:

A

IWhatAItoolsare

usedforAIisn’t

coming.It’s

here.Design,illustration,andimagecreation41%39%38%35%31%29%25%24%22%18%15%3%SocialmediacontentgenerationWritingcopy/content

creationPersonalizationandrecommendationTranslation

andlocalizationContentclassi?cation(categories,tagging,etc.)MetadatagenerationIntheshorttimesinceAIburstintothezeitgeist,ithasalreadybecomeubiquitous.Ofourrespondents,only3%saidtheydon’tuseAI,ordon’tknowhowtheirteamusesAI.Creativeassistancetopstheusecasesamongourrespondents:41%useitfordesignandillustration,39%forcreatingsocialmediaassets,and38%forwritingcopy.Andthere’s

signi?cantusageforthecontent“backend”:metadatageneration(25%),contentpersonalizationandrecommendation(35%),andtaxonomy/classi?cation(29%).Coding(related

to

contentmarketing)SEOHot

take:Whendiscussing

AI

disruption,thereismuchattentionpaidtotheneedforworkerstoupskill.Ourdatashowsthatthosebuildingmartechplatformsare

goingtoneedtoupleveltheiro?erings,too.ThewidespreadenthusiasmforthistechnologymeansthatuserswillexpectpervasiveAIintegrations.Platformsthatdon’to?erthiswillriskbeingabandoned.Salesandsupport(includingchat)VideocreationAItoolsnotused/don't

know63|W

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GY:

A

IAItoolsusedWhatAIlooks

likefortechstacksHot

take:OnethemeourresearchChatGPTChatfuel39%20%18%17%16%15%13%13%12%12%11%10%8%uncoveredisthefar-reachingimpactplatformselectioncanhave

onenthusiasmforinnovation.We

expecttoseethatborneoutinAIspendinggoingforward,especiallyatthosebusinessesthatalreadyexhibitdata-drivencultures.Brand24DALL-EHubSpotSEOAlbert.aiAmountspentonAItoolsthisyear(inUSD)Thee?ectsoftheAIrevolutionare

alreadyshowingupinthetypesoftoolsteamsuse—andhowtheyallocatebudget.$03%8%AcrolinxLessthan$500$501-$1,000$1,001-$5,000$5,001-$10,000$10,001-$25,000$25,001-$50,000$50,001-$100,000$100,000+DeeplChatGPT

is

the

most

widely

adoptedAItool,withalmost40%ofrespondentsusingit.Butthereisarobustecosystemofemergenttoolsfordi?erentusecasesburstingonthescene,givingmartechcompaniesmanywaystowin.Ofnote:Parse.ly

andHubSpotare

usingAItoenhancetheirexistingo?erings.Itwon’tjustbepurpose-builtAIforAI’ssake

thatthrivesintheyearsahead.13%20%23%15%11%4%SEMrushGrammarlyEmpli?.ioFullStoryParse.ly

SmartTagsInstatextMore

thanhalfofrespondentsexpecttospendmore

than$5,000onAItoolsthisyear;9%expectthatnumbertoexceed

$50K.8%Parse.ly

API8%5%4|W

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A

IExpectationsandhopes“AI

hasreally

contributedimmensely

tocontent

creationfor

my

organization.”WhenweaskedourparticipantstoexpoundonAI,wefoundwidespreadoptimismaboutthetechnology’spotential,temperedwithconcernsaboutitsimplementation.“It

hasmade

work

easier

for

usinsomany

ways.”Respondentsgenerally?ndAIhelpfulinimproving

work

e?ciency,expandinghumanintelligencetheory,

andmakingtaskseasier.

However,

thereare

worriesaboutAI'smaturity,

accuracy,

andpotentialethicalissues.Alsotopofmindwere

transparency,

interpretability,datasecurity,

AI'sdecision-makingprocess,interactionwithhumans,andresourcerequirements.“It

is

very

convenientto

use,butsomeaspectsare

stillimmatureandneedpersonnel

to

polish.”“Ihope

thesecurity

ishigher.”Hot

take:“Fear

of

privacy

disclosure,[it’s]

not

safe

[to

use].”UsersofAItechnologyare

askingtherightquestions,givingushopethat,asdevelopersmake

newtools,they’llberesponsivetouserfeedbackandsubsequentlydesignproductsemphasizingethics,privacy,

andsecurity.5|W

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EOrganizations

withrevenue

goalstiedtocontentHot

take:Revenue

andinvestmentIndustry-widebelttighteninghasincreasedaccountability.Initiativeshave

todemonstratemeasurablevaluetoreceivecontinuedsupport,andcontentisnoexception.80%69%70%Thiscreatesanopportunityforthosewhofocusonthescienceofmarketing.Therewillbeanincreasedappetitefortoolsandpeoplethatcanmeasureperformance

and

impact.60%50%40%Thereare

widespreadnewexpectationsthatcontentisarevenue

driver.?

69%ofrespondentssaidtheircompaniestierevenue

goalstocontent,adrasticincreaseover

the27%thatdidlastyear.?

Amongtheorganizationsmostheavilyinvestedincontentmarketing(allocatingmorethan

50%

of

marketing

budget),

ad

placements,sellingcontentproducts,sponsoredcontent,andsubscriptions/paywalledcontentare

themost-usedrevenue

drivers.30%27%20%10%0%?

Contentmarketingbudgetshave

beensparedcuts,andinmanycaseshave

actuallyincreased,despitetheuncertaineconomicclimate:28%ofrespondentssaytheirbudgetshave

stayedthesame,while49%have

seenthemincrease.20222023162

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EChangeincontentmarketingbudgetsinthepast12monthsThe

democratizationof

martech

toolsWays

organizations

usecontenttodrive

revenue(for

orgs

whospendover50%of

theirannualmarketingbudgetoncontentmarketing)60%Even

thoughthereisanincreasedappetitefor"marketingsciencepeople"inorganizations,ongoingbelt-tighteningsuggeststhatmartechtoolsneedwidespreadadoption,AdvertisingplacementsSellingcontentproductsSponsoredcontent61%50%49%57%48%47%45%38%31%29%28%helpingnon-scientistsgettheirhandsonthe40%dataandworkwithit.Thismeanstoolslike

Parse.lythatdrivehigheradoptioninorganizationswillwinout,astheyrequire

fewer"scientists"tooperatethem.Contentpaywalls/subscriptionsDrivetra?c

to

productsfor

saleDrivetra?c

to

salesteamA?liate

sales30%26%20%19%10%RetainandexpandexistingcustomersDonations5%0%LargerSmallerStayedthe

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EMeasurementandtestingData-drivencontentmarketingHot

take:70%Thewidespreadadoptionofascienti?capproachtocontentmarketingwillelevatethediscipline’spro?le.Asperformanceandimpactarerigorouslymeasured,itwillbecomeeasiertoadvocateforfurtherinvestment,whichinturnwilldriveimpactfulwork.66%60%50%40%30%Thisstoryisoneoftechnologyadoptiondrivingorganizationaltransformation.Underpinningthechangeare

thechoicesmarketingteamsmake

whenassemblingtheirmartechstacks.Organizationshave

embracedmeasurementandtesting,makingitcore

totheircultures.?

Two-thirds

(66%)workatdata-drivenorgs

while22%saytheirorgs

wanttoembraceadata-drivenapproach.?

Contentcreationisbeingapproachedscienti?cally.Itishighlyunusual22%fororganizationsnottomeasurethecontenttheymake:only9%ofrespondentsworkatplaceswherecontentperformanceisn’tmeasured.20%?

More

thanninein10(95%)arelookingatcontentperformanceatleastmonthly.10%10%0%?

Orgs

thatrunA/B

andmultivariatetestsontheircontentare

thenorm:46%testatleastweekly,

39%monthly.2%Data-drivenWe're

gettingthereNotdata-drivenDon'tknow86|W

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testsoncontentmaterialsinthepast12monthsPercent

ofcompaniesthatmeasuretheperformance

oftheircontent50%39%40%35%86%

Measure30%9%

Don'tmeasure5%

Don'tknow20%11%9%10%2%1%0%OnceTwiceOnceperdayormoreOnceper

Onceperweek

monthNotatallHowoftencompanieslookedat

contentmarketingperformancedatainthepast12months50%43%40%31%30%21%20%10%4%1%0%DailyormoreWeeklyMonthlyYearly

orlessNever9|W

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EPercent

oforganizations

withrevenue

goalstiedtocontent,by

analytics

toolusedRevenueHasrevenuegoalsHasnorevenuegoalsDon'tknowexpectations4%3%6%6%32%Contentanalytics8%8%20%9%89%88%84%74%29%40%AdobeAnalyticsChartbeatGoogleAnalyticsParse.lyDon'tknow3%4%14%82%4%8%3%28%Personalization17%38%88%80%19%52%59%Theexpectationthatcontentdrivesrevenue

iswidespread,regardlessofthetoolsinateam’smartechstack.AdobeParse.lySalesforceDon'tusepersonalizationDon'tknowtechnology?

Farandaway,

thelowestexpectationforcontent’srevenue

impactisatorganizationsthatdon’tusepurpose-builtmartechtools,orwhererespondentsare

unawareofwhattoolstheyuse.31%7%17%76%3%13%84%6%6%4%8%CDPs17%14%12%83%57%78%80%21%49%?

Theassociationwasmostpronouncedwhendiscussingcustomerdataplatforms(CDPs),where57%ofthosewhodon’thave

aCDPsaidtheylackrevenue

goalstiedtocontent.35%BlueconicLytics1%3%96%SalesforceSegments4%Tealium3%Don'tuseaCDP1%Don'tknow5%3%24%DAMs16%9%11%86%10%88%21%87%81%Hot

take:30%46%73%Ascontent’srevenue

impactbecomesgreaterandmorevisible,salesleaderswillbeincentivizedtopursueclosercollaborationwithmarketingteams.AdobeAprimoBynderCloudinaryScale?exTenovosDon'tknow12

00||WWPPVVIIPP..CCOOMMT

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EAnalytics

toolsData-drivencontentmarketingHot

take:Thedisparitiesthatemergebetweenusersofdi?erentplatformsshowthepoweroftechnologychoicestoshapecultureandin?uenceorganizationaldesign.80%75%Whenitcomestocontentanalytics,thereisawidegapbetweenincumbentandchallengerbrands.Amorecomplexpictureemergeswhenwelookathowthesetoolsare

used,andtheimpacttheycreate.70%64%Analyticstechnologyused,by

companysize60%50%Numberofemployees1,001+201-1,000?

Google

Analyticsisthemostwidelyusedtool(65%),followedby

AdobeAnalytics(31%),Parse.ly

(24%),andChartbeat(9%).0-200Noanswer/don'tknowGoogleAnalytics66%61%68%64%40%?

Usageremainsconsistentwhenwedrilldowntocompanysize,

withoneexception.Adobehasnotablymore

usageamongmid-sizetolargecompaniesthanitdoesamongsmallcompanies.GoogleAnalyticsUsersParse.lyUsersAdobe38%Analytics40%SatisfactionwithcontentmarketingresourcesAnalyticstechnologyused2022202326%20%70%84%65%Parse.ly25%25%23%24%60%?

Di?erencesemergewhenlookingatimpactandusageby

platform.Forexample,

75%ofParse.ly

userssaytheircompaniesare

data-drivenvs.64%ofGoogleAnalyticsusers.More

thaneightin10(84%)Parse.lyuserssaytheyhave

su?cient80%54%50%40%76%ChartbeatDon'tknow11%10%8%31%30%60%40%24%6%20%9%4%1%10%contentmarketingresources,vs.76%forGoogleAnalytics.6%4%Parse.ly2%2%0%3%2%0%GoogleAdobeAnalytics

AnalyticsChartbeat

Don'tknowGoogleAnalyticsUsersParse.lyUsers17

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EPain

pointswithanalytics

toolsandprocessesPain

of

personalizationProblems

withanalyticstools

andprocesses“Our

personalizationislimitedduetobudget.

We'd

liketoaddmoresitewidepersonalization

than

whatwe

arecurrently

integratinginto

theuser

experience.”“We

need

tobeable

tointegratemorebestpracticesandgetuptospeedonhow

touse

toolsandprocesses.”“A

lack

of

formalized

trainingonBasedontheopen-endedresponsesinoursurvey,

themainchallengesfacedby

respondentsare

inaccurateandincompletedata,timeandlaborconstraints,lackofskilledprofessionals,dataprocessingspeed,dataauthenticity,andtrustintheanalysistools.how

tobestuse

theanalytics

tools.”Pain

points

withtesting

content

materials“Lack

of

skilled

resources

tounderstand

bigdata

analytics.Uncertainty

in

thedata“We

currently

useGA.

It

doesn't

suitour

needsexactly

in

thenewly

pushedGA4,

butother

platformsaremoreexpensive

thanour

budget.”management

landscape.”O(jiān)therissuesmentionedincludedatastorage,retrieval,siloeddata,toolandprocesscomplexity,

andcostandresourcelimitations.“Separatingsignalfromnoiseandisolating

variables

thatdrive

traf?c.”“Onboardingand

teachingknowledge.”“Bandwidthand

timefor

contentcreators

todive

intodata

andmakestrategy

changes.”Hot

take:“Beingable

tomeasureanditeratequickly

enough

withoutamplededicatedresources.”Winnersinthemartechspacewillbesolutionsthatlowerbarrierstoadoption.Simplyinstallinganewtoolwon’tgetthejobdone.Peopleneedtoknowhowtouseit,andtheyneedtouseitregularly.

Easy-to-usetoolsdriveinteraction(andhabits).“Determining

what's

trendingduetopopular

engagement

vs.

?ndinga

nicheaudience.”“Provingreallift

vs.

cannibalizationof

other

content.”1

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EMarketingEmailmarketing

technologyusedHot

take:automationTherelativelyhighlevel

ofsmallorganizationspostingdirectlytosocialindicatesthereisanopportunityforsocialmanagementbrandstobettercommunicatethevaluetheybringtotheircustomers.25%20%20%Emailmarketingtechnologyused,by

companysizeNumberofemployees16%16%1,001+201-1,0000-20015%10%5%OurMartech

Trends2022

Reportfoundthatmarketingautomationwasahighlyfragmentedmarket.Withahandfulofexceptions,thisyear’sstudyshowsthatremainsthecase.Noanswer/don'tknow14%SalesforceMarketingCloud21%

28%13%19%14%14%SalesforcePardot20%14%14%Unlikeotherproductcategoriesweexamined,therewere

fewerclearwinnersamongmarketingautomationtools.Marketo24%9%19%14%10%MailchimpHubSpotSailthru13%12%14%20%?

ThetopemailplatformwasSalesforceMarketingCloud(20%),withMarketoandSalesforcePardot(16%)tiedforsecond.16%15%13%8%9%3%11%7%12%2%?

SalesforceMarketingCloud(28%)andMarketo(24%)alsoenjoythemostadoptionatthelargestorganizations.Don'tknowDon'tuse5%2%2%6%0%0%Salesforce

SalesforceMarketoMailchimpHubSpotSailthruDon'tknow

Don'tuse2%2%3%MarketingCloudPardot1

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ESocialmediamarketing

technologyusedCuriously,

themostpopularsocialmediatoolturnsouttobe“noneatall.”

Nearlyone-quarter(24%)ofrespondentssimplypostdirectlytosocialplatforms.Thatpicturechangeswhenlookingatusageby

organizationsize.Amongmid-size(201-1000)andlarge(1001+)companies,Hootsuiteisthemostpopulartool(25%and24%,respectively),aheadofSproutSocial(21%and23%,respectively).25%24%20%20%19%Socialmediamarketingtechnologyused,by

companysizeNumberofemployees1,001+201-1,0000-20015%10%5%Noanswer/don'tknow13%Postdirectlyonsocialmedia18%17%27%34%Hootsuite24%25%10%16%19%SproutSocial23%21%19%12%Bu?er18%14%12%10%3%OktopostDon'tknow13%13%8%8%8%2%3%4%0%PostdirectlyonsocialmediaHootsuiteSproutSocialBu?erOktopostDon'tknow1

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ECDPusedCustomerdataplatformsHot

take:The7%CDPusagestatsuggeststhereare

stillcompaniesattheenterpriselevel

operatingwithsiloeddataandthusdeliveringfragmentedcustomerexperiences.Upshot?Thisisbothanopportunityforproviders,andagravethreattothoseSalesforce55%29%22%16%15%11%7%SegmentTealiumcompaniesoperatinginthedark.CDPused,by

companysizeNumberofemployees1,001+201-1,0000-200Noanswer/don'tknowSalesforceSegmentTealium64%55%56%LyticsAmongcustomerdataplatforms(CDPs),therewasacleardividebetweenincumbentandchallengerbrands.39%27%36%27%19%24%28%BlueconicNoCDPusedDon'tknow?

SalesforcetoppedCDPsat55%,faraheadofSegmentat29%.17%24%Lytics16%21%13%16%?

Basedonusageby

companysize,Salesforce’sdominanceisevenmore

pronouncedamongthelargestcompanies,where64%rely

onit.BlueconicNoCDP17%16%12%19%7%?

Afull15%ofsmallcompaniesdon’temployaCDP,

more

thandoublethe?guresformid-size(

just3%)andlarger(7%)companies,respectively.3%15%19%Don'tknow6%7%6%9%1

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EPersonalization

technologyusedPersonalizationHot

take:TheintroductionofAIintopersonalization50%46%technologieswillmakethemeven

more

essential.We

are

likelytoseeapersonalization

arms

race,asconsumersquicklyraisetheirexpectationsforcontentrelevance

andtuneoutanythingthatdoesn’tsatisfythem.40%30%23%21%20%OurMartech

Trends2022

Reportfoundthat45%ofrespondentsusedpersonalizationtechnology.

Twelvemonthslater,

thatpicturelooksmuchdi?erent—withahugeincreaseinadoptionofthesetechnologies.Organizationswithcontentpersonalizationstrategies10%0%5%4%74%

Haspersonalizationstrategy21%

Hasnopersonalizationstrategy6%

Don'tknowSalesforceParse.lyAdobeDon'tknowDon'tuse?

74%ofrespondentssaidtheirorganizationhasapersonalizationstrategy;only4%saidtheydidn’thavepersonalizationtechnology.Personalizationtechnologyused,by

companysizeNumberofemployees1,001+201-1,0000-200Noanswer/don'tknow53%46%?

46%useSalesforce,followedbyParse.ly

(23%)andAdobe(21%).40%35%32%29%?

Thelargerthecompany,

thesmallerSalesforce’sdominance—fallingfrom53%atthesmallestcompanies(under200employees)inoursurveytojust35%atorgs

with1,000+employees.26%26%26%25%23%20%20%0%17%9%8%5%5%

5%4%4%2%SalesforceParse.lyAdobeDon'tknowDon'tuse1

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ETesting

contentMultivariate

testing72%

Tests

content22%

Doesnottestcontent6%

Don'tknowMultivariatetestinghastakeno?inthepastyear,

somuchsothatthecapabilityhasbecomestandardoperatingprocedureacrosstheboard.?

InourMartech

Trends2022

Report,23%ofrespondentssaidtheyusedtestingtechnology.

Thatnumberswelledto72%thisyear.Technology

usedtotestcontentmaterialsTechnologyusedto

testcontentmaterials,by

companysize?

Fortesting,Googlewasmostpopularat41%,followedby

Optimizelyat24%.Numberofemployees1,001+?

Usageisroughlyconsistentacrossbusinesssize,

withtheexceptionofNelio,whichwasnoticeablymorepopularwithmid-sizedcompanies.201-1,000Google41%24%17%16%16%15%14%0-200Noanswer/don'tknow40%48%GoogleOptimizely39%34%27%29%21%22%OptimizelyVisualWebsite

Optimizer(VWO)Hot

take:15%21%17%11%VisualWebsiteOptimizer(VWO)It’snotablethatthepercentageofcompaniesusingemailprovidertestingisthesameacrossallcompanysizes,showinghowimportanttestinghasbecome.Even

withsmallerbudgets,companiesof200andfeweremployeesare

buyingpurpose-builttestingsoftwareatthesamepaceastheirlargerrivals.EmailprovidertestingNelio16%17%17%Emailprovidertesting13%17%23%Nelio14%8%Taplytics19%15%12%11%TaplyticsAdobeAdobe16%18%15%8%1

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EDAM

technologyusedDigital

assetHot

take:InourContent

Matters

2023management(DAM)30%Report,welearnedthatthenumberofpeoplecreatingcontentincompanieshasincreaseddrastically.Forexample,10.4%ofourrespondentsin2023saidbetween51and200peoplecreatedcontentwheretheywork.In2022,thatwasjust2.0%.ThisincreasemightbedrivingthesurgeinDAM

adoption.Asmoreemployeesgetinvolvedincontentcreation,coordinatingassetsandwork?owsbecomesanimperative.25%20%10%0%19%18%15%13%5%5%Lastyear,

only32%ofsurveyrespondentsreportedusingdigitalassetmanagement(DAM)

technology.Injust12months,thatpercentagehasmore

thandoubled:69%ofthisyear’srespondentssaidtheircompanyusesDAM.Cloudinary

AprimoScale?exAdobeTenovosBynder

Don'tknowDAM

technologyused,by

companysizeDAM

technologyfeatures

usedOrganizationsthatuseDAM

technologyNumberofemployees1,001+40%40%38%201-1,0000-200CloudinaryisthemostpopularDAMtechnology(25%)followedby

Aprimo(19%).Storing/retrievingassets(40%),work?owmanagement(38%),andoptimizingassets(34%)were

themost-usedDAM

features.Noanswer/don'tknow34%21%CloudinaryAprimo26%27%69%

UsesDAM30%16%14%15%13%16%21%

DoesnotuseDAM9%

Don'tknow24%22%21%Scale?exAdobe17%21%20%10%0%10%21%AdobeandAprimo

are

notableforthedi?erencesinusageacrosscompanysize.

Adobeisusedfarmore

atthelargestcompanies,whileAprimohasalargermarketshareatthesmallestcompanies.14%13%24%13%TenorosBynder15%12%16%5%7%5%5%9%Don'tknow2%4%StoringandretrievingassetsWork?owmanagementOptimizingassetsDistributionAnalytics16%1

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a

data-drivenworldGiventhedi?culteconomicenvironmentorganizationsare

navigating,anextensiblemartechstackisanabsolutenecessary.Witheveryteamlookingtobeasjudiciousaspossiblewithtime,resources,andbudget,decisionscan’tbemadewithoutrigoroustestingandmeasurementoneveryone’s

plate.TheoverwhelmingpercentageofLookingahead,weexpectavirtuouscycleofmeasurement,testing,iteration,andsuccessthatwillfurthersteepcompaniesinthebene?tsofbeingdata-driven.Martechwillonlybecomemore

important,aswillthestewardsofthosetools:marketingopsteams.We

forecastanincreasingpro?le,andincreasingdemand,forthoserolesacrossindustries.respondentstoourmartechsurveyworkingatdata-drivencompaniesspeakstohowwidespreadappreciationforcontentanalyticsistoday.

Forwithoutthedemocratizationofinsightsthesetoolsprovide,

it’shardertogenerateexecutivesupportforexpandingcontentmarketingbudgetsande?orts.Basedonthisyear’s?ndings,weexpectincreasedincorporationofAIintomarketingtechstacksandmarketingopsroles,evolvingintandem.Astheydo,newpossibilitiesforimprovingmarketinge?ectivenesswillemergeandfurthercementmartech’scentralitytoorganizations.Thesurgeinadoptionofcertaintechnologiesalsocaughtoureye.

Thedramaticuptickinpersonalizationtech,multivariatetesting,andDAMs

showsthatthesetoolsare

seenasessential,notnice-to-haves.Whenwel