The amount of technology marketers use these days is staggering. According to a 2017 research study by the Martech Industry Council, a typical B-to-B CMO and his/her team deploy an average of 15 software tools. Of the 275 respondents, 25 percent said they use more than 20 tools, while some claimed to use nearly 100. It's little wonder, as marketers now have roughly 5,000 tools from which to choose.
It was just a few years ago that marketers embraced software suites, which incorporate multiple marketing capabilities within one overriding system, to try and reduce complexity and cost. No...