"Most marketing teams already have a staggering number of technologies as part of their marketing tech stack. This only complicates [things] for companies, and requires a great deal of time. ... In 2019, we expect that they will look to reduce the number of technologies, and seek out platforms that support multiple needs rather than purchasing highly specialized tools."

-Jennifer Toton, a vice president of marketing at RollWorks (AdRoll Group), in her essay, “Shifting Trends for B2B and B2C Marketers: A Look Forward,” published this week on MarTechSeries.com. Toton is involved with brand building, demand generation, content marketing and social media.