• Jack Geddes

The uncomfortable truth about marketing data



As a Digital Marketer in this day and age, it’s important to have access to all the tools you need to carry out your job as effectively as possible. And with a market oversaturated by marketing tools and technology, it’s hard to choose just one or two that will meet all your needs. This can lead to feeling overwhelmed by the number of tools at your disposal and, in a lot of cases, still feel as if you don’t have the right information to measure KPIs or better target your marketing campaigns.

In July of 2021, Sharpspring carried out a survey in which they asked 187 marketing professionals various questions relating to the State of MarTech. When asked “what problems are getting in the way of success?” the big 3 problems that were identified were a lack of time (47% agreed), lack of budget (47% agreed) and a lack of people to perform the work (39% agreed). Luckily, these issues can be negated somewhat by implementing Automation to take over some of the work and allow for better revenue growth.

When asked to score their current tools based upon their ability to use data between sales and marketing teams to manage and convert leads, track customer demographic, firmographic and behavioural data, achieve a single centralized view of the customer, and work with customer data seamlessly across all tools, the marketers surveyed gave an average score of 6. If this was a test, that’d almost be considered a failing grade! Furthermore, 59% of marketers feel that they don’t have the data they need to feel confident about which marketing campaigns are working and which are not.


So how can we solve these issues?

One strategy is to consolidate the tools and technologies that you’re using to reduce operational silos and enable better end-to-end visibility of prospects and customers. 83% of marketers agree that consolidating tools in their marketing sales tech stacks would increase their productivity and efficiency. It’s clear that, despite the oversaturation in the market of Digital Marketing Technologies, Marketers almost universally agree that using fewer tools would result in better communication with Sales and better tracking of KPIs.

If you’d like to find out more strategies to help combat these issues, download the free eBook below👇


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