In the era of the digitally empowered customers, marketers are becoming highly dependent on digital tools to collect customer data and reach demand generation excellence. Marketing technology (martech) becomes a key catalyst for competitive advantage enabling marketers to deliver more personalized content to the right customers. As the pace of technological advancements continues to accelerate, ever evolving martech are enabling marketers to meet the demands of digitally native customers. Therefore, 67% of marketing departments plan to increase their spending on technology-related activities over the next two years.