Marketing automation tools are making waves in B2B martech spending, as they can help align existing tools for greater marketing orchestration. As a result, organizations are aiming to enhance their internal operations with more efficient workflows by leveraging their existing tech stack or adopting relevant solutions that add to its capabilities.

This report will explore the shifting trends in the marketing technology landscape, including:

• The transition from martech consolidation to integration;
• How B2B organizations are rebuilding their tech stacks for more aligned workflows;
• How data augmentation solutions are causing organizations to rethink their data strategies and improve GTM initiatives;
• The impact of chatbot and conversational solutions on personalization strategies; and
• Effective tools and tactics for building strong, unified tech stacks.