logo News
  • Home
  • Management
    Management Show More
    Management practice: five temptations that leaders must resist
    Jul 30, 2025
    What is the key to management?
    Jul 29, 2025
    Three biographies that every leader should read
    Jul 28, 2025
    How HR airborne troops survive and develop in the enterprise
    Jul 27, 2025
    Who says leaders must be perfect? It is enough to do these four things
    Jul 26, 2025
  • Marketing
    Marketing Show More
    Why Is It That When Promotion Is Done Well, Product Sales Become Very Easy?
    Jul 30, 2025
    Business Failure Lesson Number Two, Learn To Market
    Jul 29, 2025
    What Approach To Selling Is Needed For Different Income Groups Of Consumers?
    Jul 28, 2025
    6 Of The Hottest Recent Marketing Technology Numbers
    Jul 27, 2025
    Customers Actually Have a Life Cycle, So How Do You Maximise The Value Of Your Customers?
    Jul 26, 2025
  • Entrepreneurship
    Entrepreneurship Show More
    Why are you always "poor" when you enter the society?
    Jul 30, 2025
    The principle of getting rich: how to create sustainable income
    Jul 29, 2025
    To entrepreneurs: How to correctly break out your "ambition"?
    Jul 28, 2025
    How Entrepreneurs Can Research And Assess The Feasibility Of Their Business Ideas
    Jul 27, 2025
    Mastering four abilities makes entrepreneurship easier!
    Jul 26, 2025
  • Company
    Company Show More
    Chevron Corporation, One Of The World's Largest Energy Companies
    Jul 30, 2025
    Mitsubishi Corporation of Japan
    Jul 29, 2025
    Allianz Germany
    Jul 28, 2025
    Honda Giken Industrial Co.
    Jul 27, 2025
    Toyota Motor Corporation
    Jul 26, 2025
  • Entrepreneur
    Entrepreneur Show More
    Conrad Hilton, King Of The World Hotel Industry
    Jul 30, 2025
    Akio Morita, Founder of Sony Corporation
    Jul 29, 2025
    John D. Rockefeller, Founder Of Exxonmobil, Usa
    Jul 28, 2025
    Jonathan Schwartz President of Sun Corporation
    Jul 27, 2025
    Oil King - Paul Getty
    Jul 26, 2025
Search
Share via
Reading: Three Key Points That Marketers Want Martech suppliers to improve
logo logo
  • Home
  • Management
  • Marketing
  • Entrepreneurship
  • Company
  • Entrepreneur
Search
  • Home
  • Management
  • Marketing
  • Entrepreneurship
  • Company
  • Entrepreneur
Home > Marketing > Three Key Points That Marketers Want Martech suppliers to improve
Marketing

Three Key Points That Marketers Want Martech suppliers to improve

Improvements in customer experience, use and handling of data, ability to automate processes, use of ai and machine learning

Last updated: Jul 13, 2025

Recently marketing industry research firm Ascend 2 released a report on MarTech stack optimisation, which should be one of the industry's most informative reports to date on how to optimise MarTech and is of great importance to all marketers.
 
There are very important statistics in this report, such as the feedback from 71% of participants who said in the report that they would continue to invest moderately more in MarTech this year. (Some data suggests that MarTech is already worth $121 billion globally.)
 
The most interesting result of this article, however, is the chart at the top of this article. Participants in this study mentioned what features they would like to see MarTech vendors improve in order to better optimise and improve marketing effectiveness, and the top three of these points for improvement are
 
Ease of use: ease of use, i.e. higher utilisation and faster adoption by teams
Integration: the ability to integrate with other technologies in the stack
Customisation: the ability to tailor the technology to specific needs
In addition to these three, the ability to enhance the customer experience, use and process data, automate processes, and use AI and machine learning are also parts of what enterprise marketers are looking for from MarTech vendors for continuous improvement.
 
Ease of use, which shows that more companies have made MarTech an essential part of their marketing, is also indicative of the growing revolution that is taking place in the enterprise software space. When Warren Tomlin was chief innovation officer at IBM a few years ago, he declared that "the last best experience anyone had anywhere became the minimum expectation of the experience people need anytime, anywhere."


Business users have already had a taste of great MarTech products such as Dropbox, Sack and Zoom, which has determined that they will continue to use and will experiment more with other MarTech tool products down the road, and that user demand will drive more innovation in the MarTech space.
 
Second place is integration, i.e. better integration with other technologies in the stack. We live in a best-in-class cloud world and now more than ever, marketers need to choose different technology tools for their work.
 
Previously MarTech Today had a report in them that mentioned how and why marketers are replacing tools in the MarTech stack. "Better/easier integration" is just as important as "cost reduction" and "future considerations".
Note that "better" is not just "easier" to integrate. Not all integrations are created equally, and blindly throwing data onto an API is actually very different from supporting bi-directional data synchronisation, seamless workflow automation between applications, and application-embedded UI within major platforms.


The level of integration matters, and marketers now evaluate a particular marketing product through four levels and dimensions.
The third is customisation, the ability to tailor MarTech products to specific needs, which is another turning point for the industry. As marketing technology becomes increasingly embedded in a company's end-to-end business, the adaptability of many existing products is not enough, and business users need MarTech products that can be adapted to their original way of doing business, not the other way around.
 
This also means that marketing technicians, including tech-savvy marketers, have the idea of building their own applications and automation, and it's no exaggeration to say that every marketer is now an application developer and has the ability to come in and do it themselves. In this Ascend 2 study, 'ability to automate processes' ranked fifth in terms of demand, with 32% of marketers demanding greater flexibility from MarTech tools.
 
It is also interesting to note that 'use of AI and machine learning' came last in the study, with only 16% of marketers saying they would like more improvements. The reason for this is that good AI and machine learning is being successfully embedded in the overall product experience of many MarTech tools, and it has long been an unspoken part of better product delivery, so it doesn't need to be re-emphasised by marketers.

 

TAGGED: Marketing, AI,
Previous Article There's Something To Be Said For Starting a Business.
Next Article The King of Hedge Fund Wall Street Plunge - David Tepper

Most Popular

Jpmorgan Chase Group
Company Jul 25, 2025
Ruth Handler, Creator Of The Toy "Barbie"
Entrepreneur Jul 25, 2025
Toyota Motor Corporation
Company Jul 26, 2025
Allianz Germany
Company Jul 28, 2025
The principle of getting rich: how to create sustainable income
Entrepreneurship Jul 29, 2025
Ten Open Secrets You Need To Start a Successful Business
Entrepreneurship Jul 25, 2025

You Might Also Like

Marketing

Why Is It That When Promotion Is Done Well, Product Sales Become Very Easy?

Jul 30, 2025
Marketing

Business Failure Lesson Number Two, Learn To Market

Jul 29, 2025
Marketing

What Approach To Selling Is Needed For Different Income Groups Of Consumers?

Jul 28, 2025
Marketing

6 Of The Hottest Recent Marketing Technology Numbers

Jul 27, 2025

Copyright © 2025 busiis.com. All rights reserved. User Agreement | Privacy Policy