The headlong rush to MarTech in B2B...

But why do marketers spend so much on tools? Let's break it down...


Why do B2B marketers spend so much on tools?

Tools, more tools, always more tools. This is the slogan that seems to have been driving marketers in recent years, with an unprecedented appetite for MarTech solutions. At the root of this technological over-consumption are frictions and unease. Let’s take a look…

The exuberant figures of the MarTech market

Accelerating or automating the execution of certain tasks, streamlining decision-making by limiting reliance on intuition, improving customer knowledge… MarTech tools have quite simply revolutionised marketing practices since the mid-2010s.

Today, almost a third of marketing budgets are devoted to the marketing technology stack, fuelling a market that regularly breaks its own records.

This unqualified performance can be explained by a number of variables:

MarTech: “Compulsive” investment to overcome the problem of marketing measurement?

Despite the health crisis, which has led to budget cuts and even the freezing of certain investment projects, over 66% of B2B marketers have continued to invest in their technology stack in 2022 (Dun & Bradstreet).

As a result, 8 out of 10 companies use more than 5 “structuring” MarTech tools, and 30% use between 11 and 20 “major” MarTech tools. On average, B2B marketers use 7 MarTech tools every week, compared with 3 in 2018. In contrast, only 2% of B2B marketers in the Tech and SaaS sectors plan to reduce their technology stack in the medium term. This technological over-consumption raises questions. More than a desire to “keep up with the times”, it reflects friction and dysfunction on the marketing side. Here’s a summary…

1- Over-consumption fuelled by trial and error

According to the MarTech media’s “Replacement Survey”, 67% of marketers change at least one “core” marketing tool each year, with the most common change being a change of supplier.

This impressive turnover mainly affects marketing automation tools (24%), emailing platforms (23%), business intelligence tools (19%), data solutions (17%), CMS (17%), SEO tools (16%) and virtual event and webinar management solutions (16%).

Decision-makers explain this trial and error by looking for better functionality (51%), a more attractive price (23%) and better integration with in-house tools (19%).

2- The Chinese puzzle of calculating the ROI of marketing campaigns

According to a study by 93x and Finite, more than half of B2B marketers in the Tech and SaaS sectors admit that they are unable to measure the impact of their actions on the revenue generated by the company, and only 8% say they are able to measure ROI accurately.

This friction in marketing attribution is undoubtedly the main driver of the MarTech market, insofar as marketers seem to be responding to this malaise by multiplying tools rather than taking structural action.

The difficulty of marketing measurement in B2B can be explained by several variables.

3- Marketing budgets to rise again in 2022

In a year of recovery, companies have allocated more funds to marketing and sales. According to a Mention x Livestorm study, 68% of B2B marketers have seen their budgets increase by an average of 35% between 2021 and 2022. This increase seems to be benefiting MarTech spending to the detriment of recruitment, training and data unification.

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