As marketers continue to face shrinking budgets, many are facing a new challenge—how to stretch a dollar on their martech stack. The COVID-related revenue slowdown has forced even many large marketing departments to think small when it comes to purchasing.
The choice of keeping personnel on the payroll or purchasing new technology and tools is a tough decision for many in marketing management.
“Finding value in purchasing martech tools is like being a part-time marketer and a part-time detective,” said Renita Williams, chief executive officer of The Marketing Plug, a Chicago-based digital marketing agency founded on finding strategic value for brands.
