The “Future of Martech 2024” report by Insightly and Ascend2 surveys 310 SMB marketers to examine how marketing technology impacts small and mid-sized businesses. While 92% find martech helpful, only 28% say it is very successful in meeting strategic goals—highlighting integration and budget limitations. Social media tools, email marketing, and CRMs are most used, but costs, underutilization, and complexity are major challenges. Emerging trends like AI and personalization are expected to shape strategies over the next five years. Sales data remains the top decision driver, with SMBs increasingly allocating over 20% of their budget to martech, despite concerns about cost, change pace, and data security.

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