Exploring the Top Martech Studies of 2017 – Key Insights and Trends to Watch


Martech, short for marketing technology, refers to the tools and technologies that marketers use to strategize, execute, and analyze their marketing campaigns. As marketing becomes increasingly data-driven, the importance of Martech cannot be overstated. In this blog post, we will explore the top Martech studies of 2017, highlighting key insights and trends that are shaping the industry.

Key Insight #1: The Growth of Artificial Intelligence (AI) in Martech

Artificial Intelligence has become a game-changer in the field of Martech. Its ability to automate processes, enhance personalization, and provide predictive analytics has proven invaluable for marketers. AI allows marketers to collect and analyze vast amounts of data to make informed decisions and create highly targeted campaigns.

One of the significant roles of AI in Martech is enhancing marketing automation. By automating repetitive tasks, marketers can focus on more strategic aspects of their campaigns. From email marketing to social media scheduling, AI-powered tools streamline processes, saving time and resources.

AI also enables personalized marketing experiences. By studying customer data, AI can identify patterns and preferences, allowing marketers to deliver tailored content and recommendations. Predictive analytics powered by AI algorithms enable marketers to anticipate customer behavior, facilitate upselling and cross-selling opportunities, and improve overall campaign effectiveness.

Several successful implementations of AI in Martech exist. For example, Spotify utilizes AI algorithms to curate personalized playlists for millions of users based on their listening habits. This personalization has resulted in increased user engagement and loyalty.

Key Insight #2: The Rise of Account-Based Marketing (ABM)

Account-Based Marketing (ABM) is gaining traction in the B2B marketing space. Unlike traditional marketing methods that target broader audiences, ABM focuses on personalized campaigns targeted at specific accounts or individuals. This approach allows marketers to align their efforts closely with the needs and interests of their target accounts.

The principles of ABM involve identifying target accounts, building personalized campaigns, and coordinating efforts across sales and marketing teams. By aligning marketing and sales efforts, ABM enables a more targeted and personalized approach, resulting in higher conversion rates and business growth.

B2B marketers are finding that ABM offers several benefits. It allows them to engage with decision-makers directly, resulting in better account relationships. ABM also enhances customer journey mapping by delivering personalized content and experiences at each stage, nurturing leads effectively. Additionally, ABM provides better ROI by focusing efforts on high-value accounts that have a higher likelihood of conversion.

Several case studies have showcased the effectiveness of ABM strategies. For instance, Adobe utilized ABM to target specific accounts in the financial services industry. By creating personalized content and leveraging data-driven insights, Adobe achieved a 25% increase in qualified leads.

Key Insight #3: The Importance of Data-driven Marketing

Data-driven marketing has become central to the success of Martech strategies. With the proliferation of digital channels and the abundance of customer data, marketers must harness this data to make informed decisions and optimize their campaigns.

Data plays a crucial role in Martech decision-making. By analyzing customer data, marketers gain insights into customer behavior, preferences, and engagement patterns. This data allows them to create targeted campaigns, select appropriate channels, and personalize experiences, resulting in higher engagement and conversion rates.

However, leveraging data for marketing purposes is not without its challenges. Data privacy concerns, data quality issues, and the sheer volume of available data pose significant challenges. Marketers must navigate these hurdles to ensure they are using data effectively and ethically.

Successful examples of data-driven marketing campaigns demonstrate the power of leveraging data. For example, Netflix utilizes customer viewing data to make personalized content recommendations, resulting in increased user engagement and customer retention.

Key Insight #4: The Emergence of Chatbots and Conversational Marketing

Chatbots, powered by AI, are changing the way brands engage with customers. These virtual assistants provide instant responses, gather customer data, and offer personalized recommendations, improving customer experience and streamlining customer support processes.

Chatbots have a significant impact on customer engagement. By enabling real-time conversations, they provide immediate assistance to customers, creating a more personalized and interactive experience. Chatbots can handle multiple customer inquiries simultaneously, reducing response times and increasing customer satisfaction.

Integration of chatbots in Martech platforms is becoming increasingly common. These platforms allow marketers to automate customer interactions, gather valuable data, and tailor marketing messages based on customer responses. Chatbot integration simplifies lead nurturing, customer support, and transactional processes.

Conversational marketing offers numerous benefits, but it also comes with challenges. One major challenge is ensuring that chatbots fully understand and interpret customer queries accurately. Creating a seamless and natural conversation flow is essential to prevent miscommunication and frustration.

Key Insight #5: The Growing Significance of Customer Experience (CX)

Customer experience has emerged as a key focus area for Martech strategies. Marketers now recognize that delivering exceptional customer experiences contributes to brand loyalty and advocacy.

Martech strategies that prioritize CX emphasize personalized and omnichannel experiences. By understanding customer preferences and behavior, marketers can create tailored experiences that resonate with their target audience. Consistency across channels and touchpoints ensures a seamless experience and strengthens brand relationships.

Success stories demonstrating the power of CX-focused Martech abound. For example, Amazon’s personalized product recommendations and simplified checkout processes have contributed to its success as a customer-centric company. By focusing on improving the overall customer experience, Amazon has become a leader in e-commerce.

Key Insight #6: The Increasing Role of Influencer Marketing in Martech

Influencer marketing has gained significant traction in the field of Martech. This form of marketing involves collaborating with influencers or individuals with a substantial online following to promote products or services. Influencer marketing helps brands reach a wider audience, build credibility, and drive engagement.

There are many benefits associated with influencer marketing. Influencers have established trust and credibility with their followers, making their recommendations more likely to convert. Influencer marketing also allows brands to tap into niche markets that influencers specialize in.

Several successful influencer marketing campaigns exist. For instance, Daniel Wellington, a watch company, collaborated with multiple influencers to showcase their products on social media. This strategy resulted in increased brand awareness and a significant boost in sales.

When incorporating influencer marketing into Martech strategies, following best practices is essential. Brands should identify influencers whose values align with their own and develop genuine partnerships. Transparency in collaborations and establishing clear campaign goals are key to success.


In 2017, various Martech studies shed light on trends and insights that continue to shape the industry. The importance of AI in enhancing marketing automation, the rise of ABM, the significance of data-driven decision-making, the emergence of chatbots and conversational marketing, the focus on delivering exceptional customer experiences, and the increasing role of influencer marketing are all notable trends.

Looking ahead, it is clear that Martech will continue to evolve, with technology playing an increasingly prominent role. As marketers leverage these insights from the studies, they should incorporate the relevant trends into their strategies to stay ahead of the curve and maximize their marketing efforts.

What other findings from the Martech studies of 2017 have caught your attention? How do you think they will impact the future of marketing technology? Share your thoughts and experiences in the comments below, and let’s continue the conversation!

Remember, if you need assistance with your Martech strategies or want help incorporating the insights into your marketing campaigns, feel free to contact us today!


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