1、2|W PV I P.COMMartech Trends ReportMartech TrendsContent Matters 2023In 2022,our Content Matters Martech Trends Report revealed just how central marketing technology was to the discipline across industries and organization types.We found the very act of content creation was bound up in marketing tec

2、hnology:89%of orgs in our survey integrated martech tools directly with their content management system(CMS).There was a hunger for great solutions and seamless tools integration.Now,in 2023,our findings show that organizations have leaned even more fully into the trends that emerged in 2022,with bi

3、g impacts on content investment and expectations.Nowhere is that more evident than with artificial intelligence.We asked respondents how theyre currently using,and what they expect from,generative AI.What they shared revealed an industry that has already embraced this technology,while remaining thou

4、ghtful about its impacts both micro(e.g.,workplace efficiency)and macro(e.g.,ethics and morality).Elsewhere,we see data-driven cultures dominating the landscapeorganizations increasingly expect content to drive measurable business outcomes.Here,the platforms and tools they use to build their tech st

5、acks really do count,especially when securing executive buy-in and budget.We found this is particularly evident with the analytics tools organizations are adopting to showcase the impact of content.Finally,we also saw a surge of adoption in various categoriespersonalization,multivariate testing,digi

6、tal asset managementmaking them near-ubiquitous.As youll read,content has never mattered moreand the tools that comprise an organizations marketing tech stack have never been more important.2|W PV I P.COMSection I:Marketing Technology:AIAI isnt coming.Its here.3What AI looks like for tech stacks4Exp