2023年第三季度销售和营销技术行业更新

Executive Summary •Despite economic headwinds, the sales & marketing technology industrycontinues to growas socialcommerce, generative AI, and omnichannel shopping help to drive growth ‒The global marketing technology industry is growing at a19.8% CAGRand is expected to reach$671B by 20261 •Despite The Federal Reserve opting topauseinterest rates again, officials havenotruled out anadditionalhikethis year as Chair Jerome Powell is “not confident” the Fed has done enough to curbinflation2. However, the US economy remains remarkablyresilientin the face ofinflationary pressure,decreasing pandemic-relatedsavingsand highinterestrates. While many economists had assumed theUS would be in the midst of ashallow recession, growth has kept pace with the help of strongconsumerspendingand abuoyant labor market. However, theM2 money supplyremains an ominous signal aslevels have decreased$949Bfrom its peak in July 20222 ‒Digitalad spendinggrowth in the US hasdippedto 7.8%, itslowest levelsince 2009. However,growth is expected toreboundin 2024 to 11.2% and reach $294B3‒With nearly30%of major advertisers expected tocut budgetsand75%report budgets being underheavy scrutiny, there is a renewed focus on efficiency and optimization4 •While transaction activity remainslargely subduedcompared to the peaks experienced in 2021, in Q32023 bothM&Aandcapital raisevolumeincreasedslightly signalinga potentialreboundamidpent updemandfrom both investors and strategic acquirers5 ‒There were85 M&Atransactions inQ3 2023compared to80inQ2 2023. Capital raise volume alsoincreasedwith73transactions inQ3 2023compared to64inQ2 2023 •Looking ahead, we expect thesales & marketing industryto remainbelowtheelevated 2021 levelsasgrowth subsidies and investors seek quality companies at a discounted valuation ‒However, attractive companies with good operating metrics will continue to receivestrong interestandoutsized valuations Agenda Industry Overview 1 2 3 4 5 Sales & Marketing Industry Drivers & Dynamics Sales & Marketing Tech Continues Rapid Innovation And Growth Omnichannel Marketing Is Becoming More Critical Than Ever Due to the variety of consumers’ shopping channels, marketers need to consistently knowwhere their audiences are discovering, researching and purchasing products and services Global MarTech Market Size1Strong growth is driven by changing consumer behavior, increasing digital adoption and theadvent of generative AI as well as marketers’ increasing demand for more sophistication Channels Used By Adults To Research Items Before Purchasing2 eCommerce Sales Expected To Return To Pre-Pandemic Levels Digital Ad Spend Is Expected To Slow In the Face of Headwinds After years of unstable and outsized pandemic-driven growth, eCommerce sales areexpected to stabilize with 9.3% growth in 2023 as total US online sales reach $1.14T In the midst of economic uncertainty, digital ad spending growth in the US has dipped to7.8%, its lowest level since 2009. However, growth is expected to rebound next year Social Commerce Continues To Transform Sales & Marketing Tools To Manage Business’ Social Presence Are in Demand Businesses Leverage Social Channels In A Variety Of Ways With the proliferation of social media continuing, the industry for tools that help businessesfoster connections with consumers and measure results is growing rapidly As companies continue to invest and prioritize social media, a plethora of businessfunctions benefit ranging from creative marketing to employee advocacy Large Imbalance Between Consumer Attention And Ad Spend Despite Meta receiving the largest share of total digital ad spend in the US, consumers areincreasingly spending time on other platforms resulting in a substantial imbalance in spend Generative AI Is Poised To Transform Sales & Marketing AI Popularity Has Exploded Recently As It Becomes Ubiquitous AI Is Transforming Marketing And Customer Experience The recent surge in AI popularity can be seen through the rapidincrease in Google searches as tools like Chat GPT become commonhousehold names and penetrate even non-technical users AI Market Poised for Remarkable Growth The rise in demand for solutions that enhance efficiency and productivity as well as theplethora of AI use cases is propelling growth in the global artificial intelligence market The Benefits of AI For Marketing Are Already Being Realized3 88%of marketers believe theirThe rapid proliferation of AI has quickly spread to marketing teams as businesses are eagerto utilize the nascent technology and realize the benefits in efficiency and functionality(% of surveyed marketers) organization must increase the useof AI to meet customerexpectations and stay competitive4 61%of marketers report theyhave used AI in their marketingactivities or content production 60%of influencer campaignswill likely include AI or ML inthe coming years 19%of marketers have spent40%+ of their overall marketingbudgets on AI-driven campaigns Mar