Digital Marketing Researches & Reports

The State of Marketing Technology 2018 | Walker Sands &

Marketing Technologies | Global

Martech is the area of customer relationship management (CRM) concerned with creating, managing and using digital tools that help in automating tasks and making data-driven decisions for marketers. The State of Marketing Technology 2018 study conducted by Walker Sands Communications and revealed that marketing organizations are in need to maximize the benefits of their martech solutions to keep up with the rate of innovation.

Discover the key findings mentioned in this study:

  • 52% of marketers, surveyed, assess their martech stacks at least every six months.
  • 26% of them add new tools to their marketing technology stack s every 6 months, and 27% do so once a year.
  • The majority (46%) of marketers indicated that their organizations are somewhat agile to add new solutions to their marketing technology stack.
  • 28% of marketers said that their organizations can’t keep up with the rate of martech innovation.
  • 65% of marketing organizations claimed that they plan to increase spend on martech in the next year.
  • 17% of them claimed that their company’s marketing technology budget will have increased greatly.
State of Marketing Technology | Walker Sands | Digital Marketing Community

A Graph Shows the Marketing Technology Budget Martech 2018


Data were driven from 300 marketing professionals who work for firms in a wide range of different industries. The survey was conducted in Q1 2018.

Walker Sands

Walker Sands is a public relations and digital marketing agency for business-to-business technology companies. With an integrated approach known as the Digital Ecosystem, Walker Sands helps clients build brand awareness, enhance credibility and drive new business. Walker Sands is a four-time Inc. 5000 honoree and regular recipient of some of the industry’s most prestigious awards from organizations including PRSA, Holmes Report and PR News. Walker Sands was founded in 2001 and has offices in Chicago, San Francisco and Seattle.


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