In 2025, marketing budgets are as flat as Kansas. And when you take inflation into account it really means that marketers are still working with less than they had the year prior. 

A tech stack means you’ve already got your ESP, MSP, CRM, CDP, and probably a dozen other three-letter acronyms that bring your campaigns from ideation to reality.

But if they don’t work together, you’ll still be battling long technical processes with every send. This is why choosing software providers that do the work for you by already having strategic partners, especially with major players like Salesforce or Adobe, is the way to go.

Looking for your new bestie in marketing? You’ll find them at Think Summit, our flagship marketing conference.

To make the most of the resources you have, it’s time to get the four key types of data in check:

• Contextual data. With just a zip code, you can create weather-, time-, and location-targeted campaigns that feel individually tailored.
• Customer data. Basic information like name, birthday, and loyalty status allows you to create specialized offers and compelling data visualization campaigns.
• Behavioral data. Reach active customers by transforming browse and search history, downloads, or loyalty points earned into quick and easy triggers.
• Business data. Info already on your website like product information and inventory, ratings and reviews, and store availability can all be used to build up FOMO and brand credibility.

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