---
title: "Report: The Outlook on Marketing Technology for 2022"
url: https://burnaze.com/article/82480636-4dce-46ef-80dc-b9d199bab197
source: "Franchising.com"
original_url: https://www.franchising.com/articles/report_the_outlook_on_marketing_technology_for_2022.html
author: "Eddy Goldberg"
category: "Suppliers"
industry: "Franchise Industry"
segment: "Suppliers"
topics: ["Technology","Marketing"]
published: 2021-12-28T10:00:00.000Z
modified: 2026-11-01T02:09:59.296Z
image: https://imgs.franchising.com/art/articles/6469_plate.jpg
---

# Report: The Outlook on Marketing Technology for 2022

**TL;DR:** A report from Ascend2 provides insights into marketing technology, including the primary marketing channel and budget dedicated to martech. The report is based on survey responses from 302 marketing professionals.

*By Eddy Goldberg, originally published in Franchising.com on 2021-12-28. [Read the original](https://www.franchising.com/articles/report_the_outlook_on_marketing_technology_for_2022.html).*

## Story

Wondering how to structure – and budget – for your martech stack in 2022? You might find some help in a new report from Ascend2. “The Outlook on Marketing Technology” report is based on survey responses from 302 marketing professionals who responded between November 15 and November 22, 2021… and just might come in handy as you make your choices for the coming year.

Respondents sorted out as follows: Primary Marketing Channel 43% B2C 26% B2B 31% B2B & B2C Number of Employees 45% 50 to 500 31% More than 500 24% Fewer than 50 Primary role in company 54% Vice president/director/manager 27% Owner/partner/C-level 19% Non-management professional Current functions of respondents’ tech stacks 64% Email marketing 62% Communication 54% Social media 50% Collaboration/meetings 41% Project management/workflow 40% Customer relationship management Number of martech tools 56% 3 to 5 24% 2 or less 15% 6 to 9 5% 10 or more Budget dedicated to martech 50% between 10% and 20% 26% less than 10% 22% between 20% and 40% 2% more than 40% Important goals in the year ahead 54% Improving customer experience 47% Increasing engagement 45% Improving efficiency 28% Improving data quality 27% Improving conversion rates 27% Aligning the efforts of marketing & sales Use of AI in 2022 45% Email marketing 34% Analytics & reporting 27% Live chat 27% Automation 23% Content creation Technology refresh To meet strategic goals, nearly two-thirds of marketers (62%) reported they will need to update some or all components of their tech stack in the year ahead; 24% were unsure and 14% said no update planned. First-party data collection 90% of marketers said that the collection, analysis, and use of first-party data will be critical to the success of their marketing strategies in the year ahead (35% strongly agreed; 55% moderately agreed).

## Entities

- Franchising.com (publication)
- Franchise Industry (sector)
- Eddy Goldberg (person)
- marketing technology (topic)
- budgeting (topic)
- martech stack (topic)

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Originally reported by Eddy Goldberg, Franchising.com (https://www.franchising.com/articles/report_the_outlook_on_marketing_technology_for_2022.html). Summarized by Burnaze (https://burnaze.com/article/82480636-4dce-46ef-80dc-b9d199bab197).