The State of Martech
Report 2025
Overview
This sixth edition of The State of Martech, we uncover how over 600 senior marketers across the UK, US and Europe are adopting, utilising and investing in marketing technology.
This year, the report has been structured into categories that organise insights from the research into key themes:
- The criticality of data and integration
- Migration mania
- Proving impact and unlocking investment
- All hype for hyper-personalisation
- Operating models: Internal disparities and the rise of external partners.
Within each topic area we have compiled the key findings, headline statistics and an 'AI spotlight' to show where and how artificial intelligence is playing a role within that area of the research.
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, and an academic research body - The University of Stirling, for increased reliability and validity in both design and insights.
Download the 2025 Report
Criticality of data and integration
With so much data now available, coupled with the rapid rise of AI, the criticality of data and integration capabilities has only strengthened. This section explores what martech platforms are favoured by marketers, how satisfied they are with them, how successfully – or not – their martech is integrated, and what impact AI is having on all this.
Migration mania
Martech migrations are when marketers decide to jump ship and switch platforms and/or providers. Last year saw a near even divide between marketers who had migrated recently and those who stayed put with their existing stack. Does the same ring true this year? Or has the habit caught on even more?
Proving impact and unlocking investment
In an incredibly uncertain economic environment, proving martech’s ROI is essential in cementing its role as a revenue driver. This section unpicks the effectiveness of martech reporting by marketers, who can access it, stack expansion plans, and whether respondents are expecting budget increases this year – and when it comes to investment priorities for the next year, there’s one particularly standout finding.
All hype for hyper-personalisation
Hyper-personalisation is often seen as the holy grail for campaigns. A long-held marketing aspiration, has AI put releasing this goal within reach? Or, like last year, does an ‘irony of belief’ still prevail? Here, the survey reveals some key insights into the nature of typical campaigns operationalised by marketing teams in the past year alongside their future plans.
Operating models: Internal disparities & the rise of external partners
Martech can deliver an array of benefits to marketing teams. But there’s no point integrating it if marketers don’t know how to use it. So, do respondents believe their teams have the necessary skills to use martech? Are they, in fact, using their martech at all? The section then dives into the rise of external partners and the role AI is playing in driving this trend.
"Martech continues to be a fast-moving, unpredictable space. The notion that any single marketer can keep pace feels increasingly unrealistic. It will be fascinating to see how things unfold over the next year. For now, we hope you enjoy what we believe to be the most compelling State of Martech report to date."
Professor Rob Angell
Professor in Marketing, University of Stirling.