{"id":13758,"date":"2023-10-23T14:27:11","date_gmt":"2023-10-23T14:27:11","guid":{"rendered":"https:\/\/curamando.com\/?p=13758"},"modified":"2025-05-23T10:36:50","modified_gmt":"2025-05-23T09:36:50","slug":"cost-cutting-your-marketing-technology","status":"publish","type":"article","link":"https:\/\/curamando.com\/no\/blog\/cost-cutting-your-marketing-technology\/","title":{"rendered":"Cost-cutting your marketing technology"},"content":{"rendered":"

Marketing teams are under pressure to improve ROI from the technology they\u2019re paying for. Having a lean marketing tech stack has always made a lot of sense and in economic uncertain times like these, it makes more sense than ever. This article explores how you, as a marketer, plan and execute your business plan(s) while balancing the marketing budget and not overspending on marketing technology.<\/span><\/em><\/p>\n

By: Niklas Nikolaidis on October 23, 2023 | Reading time: 5 minutes<\/p>\n

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How did we get here?<\/h2>\n

At one point, Chief Marketing Officers were spending more on technology than on staffing. Technology was perceived as the answer to all the external changes marketing was facing: Rapid marketing platform development together with external factors like privacy laws, platform changes from Apple and Google, and consumer channel fragmentation with new channels emerging (hello Tiktok!) created a market very few marketers were prepared for. Suddenly, just running Google Ads and Meta campaigns didn\u2019t bring in the ROI it used to.<\/span><\/p>\n

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A couple of years after the martech spending peak, what’s happening is that technology that’s been bought is being used to a lesser degree.<\/span><\/p>\n

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Why is marketing technology being used to a lower degree?<\/h2>\n

Here\u2019s a chart that\u2019s either very worrying or wholesome, depending on which side of the marketing technology table you are on.<\/span><\/p>\n

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During the last three years, marketing technology utilization has decreased by 20 percentage points (!) from 58% to 38%. However, the downward trend of marketing technology utilization is <\/span>not <\/span>the same as saying that B2B no longer buy marketing technology due to a global pessimistic outlook on the economy or instability in certain regions.<\/span><\/p>\n

What can cause this decrease?<\/span><\/p>\n

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  1. The macro-environment pushes companies to focus on cost efficiency and removing redundant technology. Staff reduction due to economic pressure could also cause technology usage to decrease, as marketing platforms need someone to own them and spend time in them.
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  2. Post-pandemic transformation hangover where too many tools were purchased without really having a well-thought plan or roadmap for the technology.
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  3. A reaction to hard-to-understand sales copy on marketing technology platform websites where B2B customers and pros need help understanding the real benefit and value of using that specific platform.
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  4. Overlaps between platforms as tech providers want to capture a larger share-of-wallet from their customers, expanding and adding features that traditionally have been core pillars of adjacent platforms (CRM platforms adding marketing automation features, for example).
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  5. Are we moving faster to a composable future where the marketing tooling we select will depend on how well it fits the overall technology stack rather than its full-service offering? (Best-of-breed vs single suite approach).
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  6. Finally, marketing, in general, is more technical now, making it more crucial than ever to grasp what tools are needed to achieve the desired business outcome.<\/span><\/li>\n<\/ol>\n

    With this added complexity, how do you, as a marketer, plan and execute your business plan(s) while balancing the marketing budget and not overspending on marketing technology?<\/span><\/p>\n

    Even though the technology landscape is growing every year, remember that it’s better to start small <\/span>when it comes to marketing technology<\/span>.<\/span><\/p>\n