The State of Marketing Technology Fall 2014: Attitudes, usage and investment

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The State of Marketing Technology is a series of reports, each on a different aspect of the martech industry. Your investment in one report includes all four, quarterly reports, starting with Fall 2014. Buy now, and we'll send you details on how to access the other reports in the series.

The State of Marketing Technology is a series of reports covering every aspect of the industry. 

In this initial report, we look at the growth of marketing technology, the number of solutions available in the space, the role of the marketing technologist and other ‘foundation’ statistics and findings. We also investigate attitudes towards marketing technologies, market penetration and investment levels.

Our State of Marketing Technology survey, which takes in results from more than 320 B2B and B2C marketers across the US and other key territories, helps to determine use of martech products and customer attitudes towards them.

Which are ‘must have’ versus ‘nice to have’? Do companies buy or build their marketing technologies? How many products are in the average marketer’s technology toolkit?

We also feature partner data and insights from VB Profiles,, SurveyMonkey Audience and Orb Intelligence to help provide a rounded view and correlation of our results. In total, we analyse over 3 million businesses and their use of marketing technology.