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In the last 10 years, the rapid growth of marketing technology suppliers has brought exciting new ways to connect with customers and grow brands. While some businesses thrive in this new context, others struggle to see the value in technology.
Marketing teams have been struggling for years to adjust to their changing roles amid digital transformation. This year, they’ve added a global pandemic, layoffs, and budget cuts to the ever-changing marketplace. Whereas just a few months ago, many were arguing whether CMOs are even relevant post-digital transformation, marketing teams are now worried about more pressing issues: how many more people—and how much more money—may be cut from their teams in the coming year. Luckily, there is one aspect of marketing that seems to be doing well even in these highly stressful conditions: Martech.
Technology is disrupting everything we know and believe; consumers are more connected and distracted than ever before; and marketers are largely underprepared for the velocity of change driving the industry forward. But with obstacles come opportunities. While some marketers struggle to keep up, others are re-imagining what’s possible for their careers and companies. Prototype marketers are becoming marketing-technology hybrids. They have insatiable appetites for tech industry knowledge, and they are constantly testing and integrating new solutions to gain an edge in efficiency and performance.
Marketers may still lean on their IT brethren for guidance on critical issues of mobility, security, data storage and operations infrastructure, but when it comes to choosing technology solutions to drive marketing performance, it’s now largely the domain of the marketing technologist. As many organizations and professionals struggle in a perpetually changing industry, high-performers will maintain a sense of urgency regarding digital transformation. They will construct scalable marketing technology frameworks that adapt as new solutions and opportunities emerge, and as consumers’ interests, preferences and behaviors evolve. Enormous challenges lie ahead, but we are entering a world in which anything is possible. There has never been a better time to be a (tech-savvy) marketer.
We present to you, “Top 10 MarTech Companies - 2021.”
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