What marketers want from Martech vendors

A new report just released by Ascend2 shows Ease of Use, Integration, and Customisation (of technology) the top three requests marketers have today for martech vendors.

Only 16% requesting AI, thank god, which confirms (finally) the point I’ve tried to stress so many times: focus on the overall strategy, not on new shiny things.

Also, as Scott Brinker explains:

And second, good AI and machine learning is successfully being embedded into the overall product experience of many martech tools — it’s part of delivering better usability, without having to be explicitly in your face. Subtlety is part of its achievement.

Scott Brinker, Chiefmartech.com

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