Marketing technology is a thriving market. The number of marketing software vendors doubled from 2014 to 2015 from 947 companies to 1,876 companies and IDC predicts that marketing software will be a $32.4 billion market worldwide by 2018. There are however a number of growing challenges facing martech companies due to the explosive growth of the industry and their

own unique business needs. Click through to see the top 8 challenges in the marketing technology landscape.

Challenges in the Marketing Technology Landscape

Integration: you need the ability for your tool to be used in conjunction to third party tools and software. Your clients are going to want to use some already existing solutions alongside your product.

Converting to the digital age: the landscape of marketing has been transformed – but not everyone has caught up yet. You need to convince traditionalists to make the upgrade to the digital age.

Becoming part of a “marketing stack”: your software needs provide support for specific marketing functions in order to be seen as a necessary solution rather than a frivolous add-on.

Customer Relationship Management

Marketing Automation Software

Analytics

Content Creation

Teaching your product: regardless of how innovative your product is, no one will use it if they can’t figure out how! You need a way to teach and train your clients.

Stand out in the crowd: With the martech landscape growing at an explosive rate, the number of marketing software vendors has doubled from 2014 – 2015. What will you do to differentiate yourself from the rest?

Time to market: in order to stay ahead of your competition and maximize your profits you need make sure your product is released on time. Unexpected delays could cost you thousands of dollars lost in productivity and sales.

Low adoption rates: according to VentureBeat, only 3% of non-tech companies have adopted marketing software. You need a plan if you want to reach broader audiences and more customers.

Constantly changing business needs: one week you might need scale your team numbers down, and the next week you might be frantically trying to scale up as technology and business needs dictate. One week you may need a specific type of developer, a designer, or a team of QA testers – and then the next week you might not need any of those.