• Martechvibe presents a report on the challenges marketers face and the solutions they plan to add to their tech stack 

Dubai:   Martechvibe released its 2023 State of Martech – Middle East report. The findings are based on survey responses from more than 450 CMOs, and interviews with marketing leaders in the Middle East. It tracks the response of the marketing community to technology trends, changing market dynamics and evolving economic conditions. 

The State of Martech Report – Middle East sheds light on crucial elements like how enterprises leverage customer data effectively, how personalisation has emerged as a highway to customer retention, and how marketers effectively use real-time data to feed informed actions. The report has eight sub-sections, each providing deeper insights into the Martech concerns and opportunities. 

At a time when companies are looking to trim their CAPEX, over 67% of CMOs said that technology remained their priority, and 33% said that tech stack enabling personalisation would take the lead in 2023. 

This is an editorially-driven initiative by Martechvibe, a global media platform that closely examines the Martech world for meaningful stories and analysis. 

Key highlights:

Martech maturity in the region

  • More than half (53%) of CMOs are happy with their current Martech stack
  • One-third (23%) expressed they still need to implement critical solutions
  • Over 11% admitted they their Martech stack is still a work-in-progress

Preparing for the cookieless future

  • 58% of marketers have started collecting first-party data
  • 32% have a data governance policy
  • Only 19% still rely on third-party data

The digital transformation that we have observed in the last two years has rearranged how businesses operate. There are new channels, fresh customer expectations and competition is at an all-time high. “Marketing leaders are re-evaluating how they spend ad budgets, and are looking for ways to offer loyal customers more value. The challenge isn’t simply offering personalised experiences, it is about doing it at scale, consistently. This report analyses how marketers are aligning business priorities with technology investments. We may see a new world order – and enterprise leaders who embrace disruption are most likely to come out on top,” said Sanjay Swamy, Director, Martechvibe.

The report includes predictions by global martech and CX leaders, including Fraser Hay, MarTech Coach, Founder at itstacksup.com, Steven Van Belleghem, Global Martech Leader and Author of The Offer You Can’t Refuse, Brad Cleveland, Author of Leading the Customer Experience, Dan Gingiss, CX Expert and Author of The Experience Maker, Mandisa Ntloko-Petersen, Chief Marketing Officer at BCX, and many more on how marketers can organise their priorities in 2023 to work towards offering customers more value while reaching business goals.