Organizations are increasingly adopting marketing technologies (martech), according to the latest Chief Marketing Officer (CMO) Survey by Duke University. While martech usage is on the rise, there are still gaps in fully leveraging its potential, indicating significant room for optimization.

1. Martech Adoption and Utilization

• 75% of marketers are utilizing martech tools.
• However, companies are only using 56% of the martech tools they’ve purchased.
• This suggests that companies are not fully leveraging their martech investments.

2. Impact of Martech on Business Success

• The impact of martech on business success scores 4.7/7, highlighting a gap between expected and actual benefits.
• 34% less than expected benefits, according to marketing executives.
• Commonly used metrics for martech efficiency include:
  • Lead generation (used by 76% of companies).
  • Sales performance (utilized by 68% of companies).

3. Use of Customer-Oriented Metrics

• Lead conversion rates are tracked by 65% of companies.
• Less frequently used metrics include:
  • Lifetime value (28%).
  • Customer loyalty (27%).
  • Pipeline acceleration (23%).

4. Generative AI in Marketing

• Only 7% of marketing activities involve generative AI.
• Generative AI has led to:
  • 5% increase in sales productivity.
  • 6% rise in customer satisfaction.
  • 7% reduction in marketing overhead costs.
• Challenges include mitigating bias and ensuring fairness in AI-driven decisions.

Trends in Marketing Budgets

• Marketing budgets as a percentage of company budgets decreased from 14% in 2022 to 10% in 2024.
• However, marketing budgets as a percentage of company revenues rose to 10% in 2024 from 9% in 2023.
• Total marketing spending is expected to increase by 5% over the next 12 months.
• Digital marketing growth will slow, increasing by 8% in the coming year, down from 9%.
• Social media spending is projected to rise, reaching 12% of the total marketing budget in 2025.
  
  

The martech landscape continues to evolve, with significant opportunities for businesses to better utilize their investments. The adoption of emerging technologies like generative AI offers tangible benefits, but challenges remain, particularly in AI deployment. Marketing budgets are adjusting, with a shift toward more strategic digital investments.