Marketing data is essential to success, but marketers face tough conditions in a changing B2B landscape. Investments in data and related tools need to be carefully chosen and demonstrate proven ROI.

Martech spending will be more conservative compared with previous years. Though economic forecasts are improving, B2B firms are still laying off staff and tightening their belts. Firms are reevaluating and consolidating their tech setups to maximize ROI. Many are “disinvesting” from technologies that fail to provide the desired outcomes.

US B2B martech spending growth will slow due to economic uncertainties and tighter budgets, prompting marketers to optimize their tech stacks for ROI.

Marketers have a wealth of opportunities throughout the buyer’s journey to leverage generative AI. Here's how to use it effectively at each stage of the customer life cycle.

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

What is truly promising with generative AI, and when should content marketers stay human? Here’s how content marketers might use ChatGPT and other AI tools and where they should invest time and resources.

Brands are scrambling to incorporate generative AI into their strategy to stay ahead of the curve. But according to our analysts, AI’s current uses are just the tip of the iceberg. We dig into some recent AI innovations (including Snapchat’s AI chatbot and GPT-4) and predictions for the tech’s evolution.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

B2B marketers will increase spending on third-party data through 2024, but at a much slower pace than during the pandemic due to privacy regulations and economic conditions.

AI is already here—creating marketing copy, generating images, even writing an ad for Ryan Reynolds’ company. Here are five charts to help you mull over the advantages of AI. A word of caution: We expect progress to be slow if resources and budgets continue to be tight.

AI sensation ChatGPT isn’t just a leap forward in generative AI technology. It’s part of a trend that at least one marketing technology (martech) expert thinks will shape marketing in 2023.

Privacy is the top challenge of data clean rooms, cited by nearly half of marketers and publishers worldwide who use them, per Lotame. For 41% of marketers and 37% of publishers, the tech is too expensive. Other concerns include issues with emails, scale, and partner overlap.

New technologies and expectations are changing the way businesses build relationships with customers. Learn how you can navigate today’s uncharted waters by focusing on the major marketing trends identified by Salesforce’s latest “State of Marketing” report.

Google Topics, the company’s alternative to third-party cookies, saw a 71% year-over-year increase in testing by marketers and publishers worldwide as of September, the strongest growth among the identity solutions evaluated by Lotame. Testing of authenticated, email-based solutions increased by 67%.

Younger buying committees, demands for B2C experiences, complicated tech stacks, and economic uncertainty will require B2B marketers to adjust their strategies in 2023.

With an ever-increasing long tail of martech solutions, having an overcomplicated, unwieldy stack is not uncommon.

B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.

US spending on marketing technology (martech) will hit $21.14 billion this year, up 14.3% from 2021. Despite a dip in growth, spend will continue to rise by double-digit rates through the end of our forecast period in 2024.

Despite a post-pandemic dip in annual growth, robust spending on martech will result in a $14.54 billion market in 2022.

Marketing technology is the most important and difficult purchasing decision. CMOs rely on marketing technology to justify investment, navigate privacy regulations, and prove revenues have grown.