Marketers have no lack of data — but much of it sits scattered, siloed and underused across their organizations. From CRM records to transactional histories to website behaviors, valuable insights are hiding in plain sight.
The challenge isn’t access; it’s organization, integration and activation.
MarTech’s 2025 State of Your Stack Survey underscores the problem. Nearly two-thirds of marketers (65.7%) say data integration is their biggest martech stack challenge, while almost one in four (24.7%) cite data silos as their top concern for the future of their stack.
These findings illustrate how the systems designed to create efficiency can sometimes block it, leaving untapped insights across CRM platforms, email systems, analytics tools and ecommerce databases.
The good news is that this “hidden gold” doesn’t always require new investment. Many marketing teams can access and activate valuable insights using free or low-cost tools, often the ones they already own.
Unlocking CRM records can sharpen segmentation. Mining transactional data can reveal purchasing behaviors. Analyzing website activity can highlight paths to conversion. And when these data sources are stitched together, they provide a foundation for personalization, better decision-making and AI initiatives.
The Sept. 17, 2025, MarTech Conference is a free online event featuring a live panel discussing practical ways to get more value from the systems you already use. You’ll learn how to:
- Uncover valuable data hiding in existing systems like CRM records, transactional data, and website behaviors.
- Better understand the value of different data types across your organization.
- Identify cost-effective platforms and practices that maximize insights without breaking your budget.
The panel is led by Mike Pastore, editorial director at MarTech. It features Colleen Harris, director of insights at Dealeron, John Heywood, director of product marketing at Braze and MarTech contributor Ryan Phelan, CEO at RPE Origin.
For marketing and MOps professionals, this session offers an opportunity to rethink your approach to data, moving beyond collection toward activation that drives more intelligent decisions, richer customer experiences and greater ROI.
Register for free today to join the conversation and turn scattered data into marketing gold.
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Author: Mike Pastore