According to recent research by SharpSpring and Ascend2, the key areas where marketing tools could be improved are their integration with other technologies, their data integration, and their pricing.
The report is based on data from a survey conducted among 187 marketers in July 2021.
About 27% of marketers say integration with other technologies is one of the top areas that need improvement in marketing tools, and 26% say data integration and pricing are the top areas that need improvement.
Marketers give their martech tools an average score of six out of ten in four key areas: their ability to use data between sales and marketing teams to manage and convert leads; their ability to track customer data across the lifecycle; their ability to provide a single, centralized view of the customer; and their ability to work with customer data seamlessly across all tools.
The most popular marketing technologies are email tools (78% of marketers say they use them) and social media tools (60%).
About research: The report is based on data from a survey conducted among 187 marketers in July 2021.
