Attack of the Stacks: The Advantages of A Unified Marketing Platform

Two-thirds or marketers are utilizing 16 or more martech solutions, a number that is not only shocking to anyone who counts on an all-in-one platform, but is literally contributing to “a level of complexity that’s making it harder to achieve their goals.”

Forrester’s Q4 2024 Identity Resolution Survey, released this month by TransUnion, found that identifying and reaching audiences across these multiple touchpoints was a key struggle for 70% of the marketing leaders surveyed. 

“The message is clear,” the report says. “While new touchpoints and technologies present fresh and exciting opportunities, they also introduce challenges in connecting all that disparate data. This can create an incomplete picture of consumer behavior, hindering personalization and marketing at scale.”

(Source: TransUnion)

The inability to deliver personalization was their top challenge, followed by difficulty scaling marketing efforts, inability to onboard AI capabilities, and wasted spend. With 67% saying their marketing goal is to improve customer insights and understanding, the report confirms what those who use unified marketing CRMs like Marketing Manager already know: “Frankenstacks and wasted marketing spend don’t have to be the norm.”

“Marketing leaders that turn to identity resolution to resolve their disconnected data sources are on track to meet their key goals around improving customer experience, consumer insights, adaptability and data-driven decision-making,” the report says, pointing to the 93% who say they’re meeting or exceeding those goals with identity resolution.

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: