Agencies Find Common Ground and Challenges In MarTech

Marketers and agencies are miles apart: A potential shift in the sphere of influence?

Agencies and marketers find common ground—and challenges—in MarTech

As in many industries, Martech seems to be moving faster than marketers’ ability to stay on top of the advancements. In fact, many comms pros are just starting to figure it all out—or feel they’re being altogether left behind.

In its first-ever Marketing Technology Survey Report, marketing-focused lead generation and biz-dev firm RSW/US confirms these challenges—but also reveals Martech’s great opportunities.

RSW/US President Mark Sneider attended this year’s MarTech West conference in San Jose and was impressed with the energy, new ideas, and new platforms that permeated the conference.

He and his team saw the explosion in the space, and also heard agency clients and marketing prospects grappling with it as they tried to stay ahead.

Case in point: Chiefmartech’s famous Technology Landscape Supergraphic, which in 2011 had 150 Marketing Technology firms, and in 2019 now numbers 7,040.

In previous years, RSW released its Agency New Business Tools report, surveying agencies, PR firms and marketing services firms on the tools and platforms they found most useful to their new business efforts.

While well-received, the team at RSW continued to see a lack of meaningful innovation and progress in the tools available—i.e., more of the same.

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