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.

eMarketer principal analyst at Insider Intelligence Victoria Petrock discusses what she's paying attention to in 2021 and why: the acceleration of tech, multisensory experiences, and purpose-driven marketing.

The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.

Marketing and IT executives in Canada confirm that spending on marketing technology has increased dramatically, raising opportunities and concerns.

We spoke with Grégoire Baret, general manager of omnichannel experience at shoe retailer Aldo, about how his team works in collaboration with IT to roll out a new marketing technology.

In the latest episode of "Behind the Numbers," analyst Nicole Perrin digs into the marketing technology tech stack, and looks ahead to the privacy challenges that marketers will face in 2019.

Half of marketers surveyed by The Relevancy Group worked with a customer data platform vendor in mid-2018. One trend for 2019: The adoption of customer data platforms will continue, along with the focus on customer data.

As digital marketing becomes more automated, marketers are allocating more of their budgets to marketing technology. Research indicates CMOs spend about 30% of their budgets on tech products.

The ballooning marketing tech landscape puts marketers in a tough position to develop a cohesive technology strategy.

Join eMarketer senior analyst, Nicole Perrin for an Analyst Webinar as she unveils seven predictions of maturing stacks and customer data to new programmatic infrastructures and the evolving role of AI. Learn from our sponsor, Criteo and interact with your digital marketing peers.

Tech vendors aren’t doing themselves any favors by making their products difficult to understand.