Are we falling in love with martech again? A deep dive into Clevertouch’s latest report

Martech is fundamental to producing great B2B marketing in 2024, but outlandish vendor claims, integration problems and functional redundancy have led to a high level of cynicism amongst many B2B marketers. But Clevertouch’s latest ‘State of Martech 2024’ report has revealed cynicism on the wane and positivity on the rise – so why are we falling in love with martech again, and what do we need to work on to keep our relationship on track? Joel Harrison, Editor-in-Chief, B2B Marketing met with Clevertouch CEO Adam Sharp and Rob Angell, incoming professor of marketing at Stirling University to discuss the findings.