The B2B Marketing Podcast is a great industry resource where marketers can hear from peers and leaders across a range of B2B marketing topics - from Martech and demonstrating ROI, to leadership and advancing your career.
We were thrilled when Editor-in-Chief of B2B Marketing, Joel Harrison, invited Clevertouch CEO & Co-founder, Adam Sharp and outgoing Associate Professor in Marketing Research of the University of Southampton, Rob Angell (who is the incoming Professor of Marketing at Stirling University) to record a podcast episode to discuss the key findings from this year's State of Martech research.
You can listen to the episode on Apple Podcasts, Spotify, Soundcloud or at The B2B Marketing Podcast website.
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It was brilliant to host Joel at our office in Hampshire and record the podcast in our dedicated recording studio too.
Now in its fifth year, The State of Martech research is still the only dedicated study into the Martech industry that is carried out in partnership between a commercial practitioner, Clevertouch Consulting, and an academic research body, the University of Southampton Business School, for increased reliability and validity in both design and insights.
This year's report has been structured into seven sections that emerged from the survey data:
- Love it or Loathe it?: Martech's value felt far and wide
- Martech Migrations: The pace of platform migration and the drivers for doing so
- Hyper-personalisation: Closing the gap on personalisation aspirations and reality
- Operating Models: Internal conundrums and the e(x)ternal search for the right partner
- Revenue Rules: The rise of revenue-centric marketing
- Mission Critical Martech: A strategic business asset
- Budgets & Growth: Strong investment ambitions meet a focus on optimisation
Within each topic area we have compiled the key findings, headline statistics and strategic implications for your Martech strategy.
Access the report to find out and learn how marketing leaders are implementing, integrating and investing in martech.
Our aim is that the research will help you to:
- Make the right, sustainable decisions in challenging, fast-moving times;
- Build integrated martech approaches and a simpler Martech Spine©;
- Champion martech within your organisation;
- And show how it demonstrates business impact
