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Martech 2023

For the sixth year in a row, we invite you to explore the current challenges, barriers, and opportunities within the Martech field.

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About the report

The European Martech Report 2023 has been developed for the sixth year in a row. The report is based on 2200 + interviews with professionals involved in, having influence over, or decision-making authority on Martech matters within their organization. The report focuses on current challenges, barriers, and opportunities within the Martech field, and the data collection survey has been carefully crafted out of workshops and interviews with a Swedish-based Martech advisory board, consisting of experts within the industry.

The data collection spans ten European markets* and is, arguably, the most comprehensive and stable quantitative data set currently available regarding European Martech matters. For each participating market, the European Martech Report 2023 provides a statistically sound source of data.**

Well aware of the quality challenges currently facing B2B panels across the world, the European Martech Report 2023 team has, in collaboration with our panel provider Cint, discarded considerable amounts of data (30%+ on average per market) to ensure study relevance on a detailed level and across markets.*** The panels used are based on consumer panels where the member has chosen voluntarily to indicate an interest in answering B2B questionnaires as part of their profile. Each respondent is then asked to rate themselves in terms of different dimensions and areas.

The European Martech Report 2023 data set is distributed across businesses of different sizes, business models, and industries.****Each participating market has its own composition of businesses; thus, no weighting or normalization has been done across markets. The data collection was executed over two weeks in May 2023.

With this report, we wish to guide the reader on what to develop further within the different dimensions: people, process, technology & data for Martech. We also want to inspire you by showing how thought leaders as well as different companies are working with Martech and which priorities and learnings they have gotten from this.

Thank you, generative AI for your help in creating this report. We also want to extend a big thank you to Cint for providing the panel and to Added Digital for designing the report!

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Main report insights


"Success within Martech - importance of all four dimensions"

For an organization to truly succeed with Martech, it involves driving a transformation and change within several dimensions. The companies that rate themselves high in terms of overall Martech maturity seem to have succeeded with putting focus on all four dimensions.

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“Developments from previous reports”

Martech investments are expected to increase - again. This year, we see that the predicted investments have recovered and 54% of respondents expect their company’s Martech investments to increase in the coming years.

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“Martech done right - keys to success”

A higher level of Martech knowledge amongst top management will have a positive domino effect leading to an increased Martech budget, better support and implementation of Advanced tech such as AI within the organization. It will also make your company more attractive to people thus making it easier to recruit.

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“Martech competence lacking across all markets”

70% of respondents state that they lack resources or have resources but lack the right skills in order to achieve their Martech goals. That means only one in three respondents believe their company has the right people and skills in place to achieve their Martech goals.

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“Big differences in self-rating per market”

This report is based on self-assessment where the respondent does not base their answers in comparison to other countries or markets, but rather on how they rate their organization compared to other organizations they know and have experience within.
One factor that affects such an estimate is our cultural differences. 
Another factor is likely linked to the so-called "innovation curve".

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“Despite the hype, 39% do not plan to use AI any time soon”

Despite the rapid evolution of Advanced tech such as AI, 39% do not plan to use AI any time soon. The majority of respondents also have difficulties identifying the value of implementing AI followed by having concerns regarding ethics and morality of AI which most likely will have a large impact on the brand itself. The need to secure a solid strategy for AI is key to success in addition to the support in terms of higher level of related knowledge from Top management.

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Interested in reading the report without an internet connection?

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The Martech definition

Any professionals involved in marketing, CRM and sales today are working with some type of marketing technology. In order to put Martech in the right context, we have defined Martech as:

Business strategies combined with technology in order to be more customer-focused. This combination includes several dimensions, such as people, process, technology & data. This means that Martech as such includes much more than only the technology itself.

The most famous definition of Martech

A Martech stack is a number of different technologies from a number of different companies that are meant to attract and retain customers in the most efficient way possible. Scott Brinker, editor ChiefMartec.com

  • People
  • Process
  • Technology
  • Data
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Interested in the industry cases?

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Partners behind the report

Odyssey helps businesses to continuously gain insights to increase the strength of their brands and their brand building communication. Through data-driven and predictive insights in Odysseys platform and products, customers can follow their brands development and understand the effects of strategic brand decisions and communication.

Wiraya helps companies activate and engage their customers at critical moments of the customer lifecycle. Moments that if done right, can make or break customer experience. Wiraya combines pre-recorded voice calls, sms and digital landing pages to inspire action from your customers.

Whenever you need your customers to do something, know something, update something, start something, stop something, change something or buy something, it’s guaranteed to improve the metrics that matter to your business.

Wiraya uses the power of voice to cut through the noise and most importantly, customers appreciate the communication as it simplifies their lives.

CMO goes TECH - the International network for the CMO of the future. CMO goes TECH is for C-level professionals within the fields of marketing, sales, and tech in all industries. Created for like-minded people who are interested in exploring how marketing, sales and technology meet for a better customer experience and increased business value.

The network was founded in November 2017 and today consists of  1 000 members from more than 10 countries.

We give our members the strength of being up to date regarding the future of marketing, sales, and tech through a series of inspiring meetups with thought-leaders on the forefront from global companies.

SWEDMA - Swedish Data & Marketing Association

SWEDMA represents the industry and the association of the companies and organizations that work with direct and data-driven marketing. We organize both buyers and sellers of data-driven products and services. In this way, we have a unique insight into which requirements and conditions apply to dm between companies as well as business to consumer.

The direct and data-driven marketing has time and time again the concrete results that communication and advertising buyers have the right to expect. Our members will show you the more than happy path to strategic, creative and results-oriented marketing.


A special thanks to the web agency Added and to Cint, the panel partner for the survey!

Cint is a global provider of research technology. The Cint platform enables brands, researchers, academics, or anyone with a question, to connect with a global network of over 239 million high-quality and engaged respondents. Panel providers, mobile gaming apps, loyalty associations, or anyone with an online community, partner with Cint to monetise their user base through surveys that complement the user experience. Utilizing the global reach and survey-based approach of the platform, Cint’s media measurement solutions help advertisers, publishers and media agencies measure the impact of cross-platform ad campaigns.

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Added is your digital agency in Stockholm that wants to make sure your online presence is felt. Using our expertise in design, development and SEO we offer new perspectives to digital growth and deliver innovative websites, systems and digital handcraft built for optimizing business value and fostering positive user experiences.

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