ANNUAL REPORT 2023 MARTECH SURVEY REPORT

“Nothing happens for decades. And then decades happen in weeks.” These words by Vladimir Lenin came true during the pandemic. The single most enduring impact of the pandemic was to act as an accelerant. It basically accelerated dynamics already present in society. Overnight we got used to video calls, consulting the doctor remotely, and shopping online. What would have perhaps taken a few years to happen now happened overnight! And this accelerating change in consumer behaviour is aptly reflected in the 'Mirum India MarTech Report 2021' findings. In the last report (published in March 2020), we were trying to evaluate the market penetration of MarTech. In this report, in just 18 months, we already see the emergence of MarTech Heroes, a breed of organizations who have embraced MarTech wholeheartedly; see huge ROIs on account of their investments and firmly believe that MarTech is the future of business growth. Personalization and CRM seem to be the driving force behind MarTech adoption. And both of these need access to customer data. Interestingly, our section around data exposes the corporate faultline in terms of the data maturity of organizations. Any crisis is an opportunity. The more disruptive the crises, the greater are the opportunities. Every business, big or small, B2B or B2C, services or products, needs to reorganize its thinking around how to leverage MarTech for market expansion, online revenue generation and more effective and personalized customer experience. Happy reading 'Mirum India MarTech Report 2022'. Mirum India | MarTech Report 2023 2 FOREWARD Hareesh Tibrewala Joint CEO, Mirum India

3 "Any crisis is an opportunity. The more disruptive the crises, the greater are the opportunities. " Accelerating change in consumer behavior MarTech is the future of business growth. Personalization and CRM are the driving force. Tried to evaluate the market penetration in 2021

In marketing related conversations today, we often find a dichotomy being presented – about Tech and Creative being at odds with each other. Upon deeper study – such as the report you hold in your hands (or screens) – we realize that this is a false dichotomy. Take for example, the cohort called MarTech Heroes – a group of organizations that are the most Tech forward (looking at both current and future investments in MarTech). Half the respondents in this group say that ‘Creative’ is what is driving their Marketing Strategy. What these means is that the most tech forward cohort also values Creative the most. Technology is something which is acting as an enabler for Creative! When queried about key Opportunity Areas over the coming three years, this same cohort identified ‘Creating compelling content for digital experiences’ as the number one opportunity (so identified by over half of the MarTech Heroes)! Another narrative that this report puts paid to, is around clients building in house capabilities at the expense of collaborating with services providers such as agencies. Close to 3/4th of MarTech Heroes outsource part or all their Marketing Campaigns to external agencies. FOREWARD CVL Srinivas Country Manager, India Mirum India | MarTech Report 2023 4

"Creative is what is driving the Marketing Strategy. " Technology is acting as an enabler for Creative! Cohort identified key opportunities for coming three years Collaborating with services providers MarTech Heroes outsource all their Marketing Campaigns to external agencies. 5

9 To understand the current Indian landscape and how brands are adopting ‘Marketing Technology’ , and what are some of the challenges and opportunities in this adoption journey. Objective Methodology Sample Size Sector covered Self-administered online survey using panel - A structured questionnaire using quantitative Survey - Purposive sampling methodology - Duration of the interview : 7 mins Planned: 250 | Actual: 279 | Sample coverage spread across PAN India BFSI, Education / Ed-tech, Retail, E-commerce, Consumer Durables, FMCG, Food & Beverage / Food-Tech, Media & Technology, Automobile Every business, big or small, B2B or B2C, services or products, needs to reorganize its thinking around how to leverage MarTech for market expansion, online revenue generation and more effective and personalized customer experience. MarTech for market expansion, online revenue generation and more effective and personalized customer experience. RESEARCH METHODOLOGY Mirum India | MarTech Report 2023

CEO / Managing Director CDO Owner / Founder EVP / SVP / AVP CMO / Marketing Head CEO / MD 50% 40% 30% 20% 10% 0% 10 Job Title Mirum India | MarTech Report 2023 WHO DID WE SPEAK TO? We asked our audience about their job title - Total Respondents - 227 Q. Which of the following is closest to your job title? The larger the organization, the more likely the respondents are to be ‘Very Aware’ of MarTech – with organizations having revenue of 1001-2000 crore topping the list with close to three-fourths being ‘Very Aware’.

CMO / Marketing Head 31.1% CEO / MD 39.3% CEO / Managing Director 2.9% Owner / Founder 8.7% EVP / SVP / AVP 15% 10 Job Title Mirum India | MarTech Report 2023 WHO DID WE SPEAK TO? We asked our audience about their job title - Total Respondents - 227 Q. Which of the following is closest to your job title? The larger the organization, the more likely the respondents are to be ‘Very Aware’ of MarTech – with organizations having revenue of 1001-2000 crore topping the list with close to three-fourths being ‘Very Aware’.

11 Influence on MarTech Mirum India | MarTech Report 2023 WHO DID WE SPEAK TO? I have no role in the decision-making process I am the main decision maker I am one of the influencers in the decision-making process I am one of the key decisionmakers and play a role in the decision-making process I have a strong influence on the decision-making process Their role in adoption of technology for their enterprises / organization - 7% 14% 17% 19% 44% Total Respondents - 227 Q. If your organization were to decide on ‘The type of technology’ to adopt for your enterprise, which of the following would best describe the role you will play? The larger the organization, the more likely the respondents are to be ‘Very Aware’ of MarTech – with organizations having revenue of 1001-2000 crore topping the list with close to three-fourths being ‘Very Aware’.

M 11 irum India | MarTech Report 2023 I am one of the influencers in the decision-making process Influence on MarTech WHO DID WE SPEAK TO? I have no role in the decision-making process I am the main decision maker I am one of the key decisionmakers and play a role in the decision-making process I have a strong influence on the decision-making process Their role in adoption of technology for their enterprises / organization - Total Respondents - 227 Q. If your organization were to decide on ‘The type of technology’ to adopt for your enterprise, which of the following would best describe the role you will play? The larger the organization, the more likely the respondents are to be ‘Very Aware’ of MarTech – with organizations having revenue of 1001-2000 crore topping the list with close to three-fourths being ‘Very Aware’. 44% 19% 17% 14% 7%

0% 5% 10% 15% Media & Technology Automobile Retail Consumer Durables BFSI Education / EdTech E-commerce FMCG Food & Beverage Industry Type Mirum India | MarTech Report 2023 12 WHO DID WE SPEAK TO? Responses for how many companies got covered - We found that while 9 out of 10 respondents responded in the affirmative, Consumer Durables and Automobile are the top 2 industries who use marketing technology tools currently in their organisation. Total Respondents - 227 Q. Respetive question

Media & Technology 14% Automobile 14% Retail 13% Consumer Durables 13% BFSI 11% Education / EdTech 10% E-commerce 9% FMCG 8% Food & Beverage 8% Industry Type Mirum India | MarTech Report 2023 12 WHO DID WE SPEAK TO? Responses for how many companies got covered - We found that while 9 out of 10 respondents responded in the affirmative, Consumer Durables and Automobile are the top 2 industries who use marketing technology tools currently in their organisation. Total Respondents - 227 Q. Respetive question

Mirum India | MarTech Report 2023 13 WHO DID WE SPEAK TO? Total Respondents - 227 Employee Strength 100 - 1000 1000 - 5000 5000 & Above 47% 36% 17% Count Business Type B2B B2C Mix of both 42% 40% 18% Count What we think? Q. Respetive question We found that while 9 out of 10 respondents responded in the affirmative, Consumer Durables and Automobile are the top 2 industries who use marketing technology tools currently in their organisation.

67% of the respondents expect that spends on MarTech in their organization to increase substantially over the course of the next 3 years! Mirum India | MarTech Report 2023 15 MarTech Spend

67% of the respondents expect that spends on MarTech in their organization to increase substantially over the course of the next 3 years! 67% Mirum India | MarTech Report 2023 15 MarTech Spend

M 11 irum India | MarTech Report 2023 7% 17% 23% 27% 27% Marketing budget WHO DID WE SPEAK TO? More than 25% How much from current marketing budget they spend on MarTech - Between 16% and 25% Don't know / Can't say Between 6% and 15% Between 6% and 15% Total Respondents - 227 Q. What percentage of your current marketing budget do you spend on MarTech? Two-third firms are extensively using MarTech to shape their marketing activities.

M 11 irum India | MarTech Report 2023 Marketing budget WHO DID WE SPEAK TO? How much from current marketing budget they spend on MarTech - Total Respondents - 227 Q. What percentage of your current marketing budget do you spend on MarTech? Two-third firms are extensively using MarTech to shape their marketing activities. Between 6% and 15% 26.7% Between 6% and 15% 26.7% Don't know / Can't say 22.8% Between 16% and 25% 16.8% More than 25% 6.9%

M 11 irum India | MarTech Report 2023 Usage of MarTech tools WHO DID WE SPEAK TO? Organizations which never used MarTech tools Statements which describe organization’s usage of MarTech tools - 9% 13% Organization which rarely uses MarTech tools 39% organizations which extensively uses MarTech tools 40% organization which sometimes uses MarTech tools Total Respondents - 227 Q. Which of the following statements describe your organization’s usage of MarTech tools? Whether measured by Employee Size or by Revenue, the chances that an organization is an extensive user of MarTech increases as the size of the organization increases.

M 11 irum India | MarTech Report 2023 Usage of MarTech tools Whether measured by Employee Size or by Revenue, the chances that an organization is an extensive user of MarTech increases as the size of the organization increases. WHO DID WE SPEAK TO? Statements which describe organization’s usage of MarTech tools - Organizations which never used MarTech tools Organization which rarely uses MarTech tools organizations which extensively uses MarTech tools organization which sometimes uses MarTech tools Total Respondents - 227 Q. Which of the following statements describe your organization’s usage of MarTech tools? 40% 39% 13% 9%

M 11 irum India | MarTech Report 2023 What we think? WHO DID WE SPEAK TO? Expect spends on MarTech in organizations to change over the course of the next 3 years - Increase somewhat 54% Increase substantially 37% No change 8% Decrease somewhat 3% Decrease substantially 0% Total Respondents - 227 Q. How do you expect spends on MarTech in your organization to change over the course of the next 3 years? Whether measured by Employee Size or by Revenue, the chances that an organization is an extensive user of MarTech increases as the size of the organization increases.

M 11 irum India | MarTech Report 2023 MarTech Heroes WHO DID WE SPEAK TO? Expect spends on MarTech in organizations to change over the course of the next 3 years - Total Respondents - 227 Q. How do you expect spends on MarTech in your organization to change over the course of the next 3 years? Two very interesting cohorts of organizations emerge when we cross reference current usage and future spend : These are Extensive users of MarTech currently and will increase their spending substantially in the next three years MarTech Stagnants These are Extensive users of MarTech currently, but their spends will only increase somewhat in the next three years 53% of firms are MarTech Heroes and only 17% are MarTech Stagnants. Let us study the MarTech Heroes cohort in more detail. At times, we will use the MarTech Stagnant cohort as a Control Group Increase somewhat 52.4% Increase substantially 35.9% No change 7.8% Decrease substantially 1%

For marketers, changing customer expectations and behaviors mean that they need to rethink everything from the channels they use, how they define success, and embrace a work-from-anywhere mentality. The evolving nature of customer engagement also means that the most well-rounded marketers are also technologists. The report has two very interesting categories of organizations emerging (MarTech Heroes and MarTech Stagnants) when we cross reference current usage and future spends. MarTech Heroes are critical to building customer relationships for life with a data-first digital marketing mindset. The rapid shift to digital engagement has prompted marketers to reevaluate which channels warrant increased investment. For instance, the value of video content, social media and digital advertisements especially has surged, and virtual and hybrid event formats will become permanent fixtures. As customers’ digital expectations rise, reaching the right audience, at the right time, on the right channel is becoming ever more challenging. As a result, marketers are turning to a number of data sources and associated technologies to inform or automate their processes. Following a year of experimenting with the strategies, tactics, and methods with which they engage with customers and prospects, the marketing profession has become more KPI-oriented as teams seek to understand what works in a radically changed world. Arundhati Bhattacharya CEO & Chairperson, Salesforce India Mirum India | MarTech Report 2023 Interview Scan this : To watch the full length video

"In t his digit alfir s t w o rld, companies need to delive r m o m e n t s t h a t a r e c o n n e c t e d, r ele v a n t, a n d h u m a n in o r d e r t o d e v elo p t r u s t e d r ela tio n s hip s t h a t b uild lo y alt y a n d g r o w r e v e n u e." F o r m a r k e t e r s, c h a n gin g c u s t o m e r e x p e c t a tio n s a n d b e h a vio r s m e a n t h a t t h e y n e e d t o r e t hin k e v e r y t hin g f r o m t h e c h a n n els t h e y u s e, h o w t h e y d e fin e s u c c e s s, a n d e m b r a c e a w o r k - f r o m - a n y w h e r e m e n t alit y . T h e e v olvin g n a t u r e o f c u s t o m e r e n g a g e m e n t als o m e a n s t h a t t h e m o s t w ellr o u n d e d m a r k e t e r s a r e als o t e c h n olo gis t s . T h e r e p o r t h a s t w o v e r y in t e r e s tin g c a t e g o rie s o f o r g a niz a tio n s e m e r gin g ( M a r T e c h H e r o e s a n d M a r T e c h S t a g n a n t s ) w h e n w e c r o s s r e f e r e n c e c u r r e n t u s a g e a n d f u t u r e s p e n d s . M a r T e c h H e r o e s a r e c ritic al t o b uildin g c u s t o m e r r ela tio n s hip s f o r lif e wit h a d a t a - fir s t digit al marketing mindset. The rapid shift to digital engagement has prompted marketers to reevaluate which channels warrant increase d investment. For instance, the value of video content, social media and digital advertiseme n t s e s p e cially h a s s u r g e d, a n d vir t u al a n d h y b rid e v e n t f o r m a t s will b e c o m e p e r m a n e n t fix t u r e s . A s c u s t o m e r s’ digit al e x p e c t a tio n s ris e, r e a c hin g t h e rig h t a u die n c e, a t t h e rig h t tim e, o n t h e rig h t c h a n n el is b e c o min g e v e r m o r e c h alle n gin g . A s a r e s ult, m a r k e t e r s a r e t u r nin g t o a n u m b e r o f d a t a s o u r c e s a n d a s s o cia t e d t e c h n olo gie s t o inform or automate their processes. 1 7

Increasing efficiency of marketing activities Increasing effectiveness of marketing activities Ease of tracking performance 19 Drivers of MarTech

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Top drivers for adopting / using MarTech tools - Increasing effectiveness of marketing activities 73% Increasing efficiency of marketing activities 64% Ease of tracking performance 59% Being able to better understand attribution 36% Reducing manpower required for marketing 11% Improving data security 7% Other 2% Drivers of MarTech Total Respondents - 227 Q. What are your top drivers for adopting / using MarTech tools? ‘Increasing marketing ROI and efficiency’ and ‘Automating activities to save time and resources’ occupy 2 out of the top 3 spaces in both this year’s and last year’s surveys.

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Top drivers for adopting / using MarTech tools - Increasing effectiveness of marketing activities Increasing efficiency of marketing activities Ease of tracking performance Being able to better understand attribution Reducing manpower required for marketing Improving data security Other Drivers of MarTech Total Respondents - 227 Q. What are your top drivers for adopting / using MarTech tools? ‘Increasing marketing ROI and efficiency’ and ‘Automating activities to save time and resources’ occupy 2 out of the top 3 spaces in both this year’s and last year’s surveys. 73% 64% 59% 36% 11% 7% 2%

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Top business objectives that will achieve using MarTech in organization over the course of next 3 years - Top business objectives 0% 20% 40% 60% Others Brand loyalty CRM Higher profitability by driving efficiencies Sales Brand building Customer retention and lifetime value Audience / Customer engagement Lead generation Total Respondents - 227 Q. Which are the top business objectives that you think you will achieve using MarTech in your organization over the course of next 3 years? ‘Increasing marketing ROI and efficiency’ and ‘Automating activities to save time and resources’ occupy 2 out of the top 3 spaces in both this year’s and last year’s surveys.

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Top business objectives that will achieve using MarTech in organization over the course of next 3 years - Top business objectives Lead generation 18.6% Audience / Customer engagement 16% Customer retention and lifetime value 14.8% Brand building 14.4% Sales 13.6% Higher profitability by driving efficiencies 10% CRM 7.4% Brand loyalty 4.8% Total Respondents - 227 Q. Which are the top business objectives that you think you will achieve using MarTech in your organization over the course of next 3 years? ‘Increasing marketing ROI and efficiency’ and ‘Automating activities to save time and resources’ occupy 2 out of the top 3 spaces in both this year’s and last year’s surveys.

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Biggest challenges or hindrances when it comes to adopting / using MarTech tools - Unsure about the ROI of using MarTech tools 52% Implementing or setting up MarTech is too complex 45% The process of choosing MarTech tools is too complex 38% Don't have the required skillsets to use MarTech 23% Our audience is not digital-first 19% Our partners / agencies don't have the required skillsets to use MarTech 18% Drivers of MarTech Unable to convince decision makers 10% Other 8% Total Respondents - 227 Q. What are your biggest challenges or hindrances when it comes to adopting / using MarTech tools? ‘Increasing marketing ROI and efficiency’ and ‘Automating activities to save time and resources’ occupy 2 out of the top 3 spaces in both this year’s and last year’s surveys.

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Biggest challenges or hindrances when it comes to adopting / using MarTech tools - Drivers of MarTech Unsure about the ROI of using MarTech tools Implementing or setting up MarTech is too complex The process of choosing MarTech tools is too complex Don't have the required skillsets to use MarTech Our audience is not digital-first Our partners / agencies don't have the required skillsets to use MarTech Unable to convince decision makers Other Total Respondents - 227 Q. What are your biggest challenges or hindrances when it comes to adopting / using MarTech tools? ‘Increasing marketing ROI and efficiency’ and ‘Automating activities to save time and resources’ occupy 2 out of the top 3 spaces in both this year’s and last year’s surveys. 52% 45% 38% 23% 19% 18% 10% 8%

For marketers, changing customer expectations and behaviors mean that they need to rethink everything from the channels they use, how they define success, and embrace a work-from-anywhere mentality. The evolving nature of customer engagement also means that the most well-rounded marketers are also technologists. The report has two very interesting categories of organizations emerging (MarTech Heroes and MarTech Stagnants) when we cross reference current usage and future spends. MarTech Heroes are critical to building customer relationships for life with a data-first digital marketing mindset. The rapid shift to digital engagement has prompted marketers to reevaluate which channels warrant increased investment. For instance, the value of video content, social media and digital advertisements especially has surged, and virtual and hybrid event formats will become permanent fixtures. As customers’ digital expectations rise, reaching the right audience, at the right time, on the right channel is becoming ever more challenging. As a result, marketers are turning to a number of data sources and associated technologies to inform or automate their processes. Following a year of experimenting with the strategies, tactics, and methods with which they engage with customers and prospects, the marketing profession has become more KPI-oriented as teams seek to understand what works in a radically changed world. Karthi Marshan Chief Marketing Officer, Kotak Mahindra Group Mirum India | MarTech Report 2023 Interview Scan this : To watch the full length video

"In t his digit alfir s t w o rld, companies need to delive r m o m e n t s t h a t a r e c o n n e c t e d, r ele v a n t, a n d h u m a n in o r d e r t o d e v elo p t r u s t e d r ela tio n s hip s t h a t b uild lo y alt y a n d g r o w r e v e n u e." F o r m a r k e t e r s, c h a n gin g c u s t o m e r e x p e c t a tio n s a n d b e h a vio r s m e a n t h a t t h e y n e e d t o r e t hin k e v e r y t hin g f r o m t h e c h a n n els t h e y u s e, h o w t h e y d e fin e s u c c e s s, a n d e m b r a c e a w o r k - f r o m - a n y w h e r e m e n t alit y . T h e e v olvin g n a t u r e o f c u s t o m e r e n g a g e m e n t als o m e a n s t h a t t h e m o s t w ellr o u n d e d m a r k e t e r s a r e als o t e c h n olo gis t s . T h e r e p o r t h a s t w o v e r y in t e r e s tin g c a t e g o rie s o f o r g a niz a tio n s e m e r gin g ( M a r T e c h H e r o e s a n d M a r T e c h S t a g n a n t s ) w h e n w e c r o s s r e f e r e n c e c u r r e n t u s a g e a n d f u t u r e s p e n d s . M a r T e c h H e r o e s a r e c ritic al t o b uildin g c u s t o m e r r ela tio n s hip s f o r lif e wit h a d a t a - fir s t digit al marketing mindset. The rapid shift to digital engagement has prompted marketers to reevaluate which channels warrant increase d investment. For instance, the value of video content, social media and digital advertiseme n t s e s p e cially h a s s u r g e d, a n d vir t u al a n d h y b rid e v e n t f o r m a t s will b e c o m e p e r m a n e n t fix t u r e s . A s c u s t o m e r s’ digit al e x p e c t a tio n s ris e, r e a c hin g t h e rig h t a u die n c e, a t t h e rig h t tim e, o n t h e rig h t c h a n n el is b e c o min g e v e r m o r e c h alle n gin g . A s a r e s ult, m a r k e t e r s a r e t u r nin g t o a n u m b e r o f d a t a s o u r c e s a n d a s s o cia t e d t e c h n olo gie s t o inform or automate their processes. 2 1

70% of the respondents' preferred marketing technology as a part of an integrated suite. Mirum India | MarTech Report 2023 23 MarTech Technologies

70% of the respondents' preferred marketing technology as a part of an integrated suite. 70% Mirum India | MarTech Report 2023 23 MarTech Technologies

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Marketing strategy driven more by creativity or technology - Top business objectives 8% Technology 3% Other 19% Creativity 71% Equal mix of both Total Respondents - 227 Q. Is your marketing strategy driven more by creativity or technology? Interestingly, 50% of MarTech Heroes say that ‘Creativity’ is driving their Marketing Strategy. This is compared to only 22% of MarTech Stagnants who say the same. MarTech clearly emerges as a strong enabler for a ‘Creativitydriven’ Marketing Strategy.

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Preferred approach for selecting any marketing technology - Top business objectives Technology is a part of an integrated suite 54% Technology is best of the breed 27% Other 3% Total Respondents - 227 Q. As a marketer, what will be your preferred approach for selecting any marketing technology? Whether at an overall level or ineach of the job roles mentioned - Technology that is part of an integrated suite is preferred by a large majority of respondents.

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Effective technologies which helps our audience to achieve marketing goals - Personalization CRM Dashboards Chatbots CXM Platforms CDP AI / ML DXP Technologies Count 69% 64% 35% 31% 30% 30% 29% 26% DCP Low/No code AR/VR IoT DAM Platforms Metaverse Web3 Technologies 14% 14% 11% 9% 9% 8% 7% 4% Voice Blockchain Other Technologies 2% 0% CXM - Customer Experience Management CDP - Customer Data Platform DXP - Digital Experience Platforms IoT - Internet of Things DAM - Digital Asset Management Total Respondents - 227 Count Count Q. Which of the following technologies do you feel are very effective in helping you achieve your marketing goals?

M 11 irum India | MarTech Report 2023 Data unification WHO DID WE SPEAK TO? Customer data is completely siloed with different systems not talking to each other Current state of customer data unification in organization - 17% 5% No data audit done hence we are not so aware 17% Complete customer data unification is done 63% Customer data is unified across some systems while some systems still continue to be siloed Total Respondents - 227 Q. What is the current state of customer data unification in your organization? Whether measured by Employee Size or by Revenue, the chances that an organization is an extensive user of MarTech increases as the size of the organization increases.

M 11 irum India | MarTech Report 2023 Data unification Whether measured by Employee Size or by Revenue, the chances that an organization is an extensive user of MarTech increases as the size of the organization increases. WHO DID WE SPEAK TO? Current state of customer data unification in organization - No data audit done hence we are not so aware Customer data is completely siloed with different systems not talking to each other Complete customer data unification is done Customer data is unified across some systems while some systems still continue to be siloed Total Respondents - 227 Q. Which of the following statements describe your organization’s usage of MarTech tools? 63% 17% 17% 7%

M 11 irum India | MarTech Report 2023 What we think? WHO DID WE SPEAK TO? Rating the data maturity of organizations - We are data aware - manually compile data from various sources 34% We are data proficient - standardised processes as related to data 25% We are data savvy - we use data to make critical decisions 22% We are data driven - data is embedded into all business processes 19% We are data unaware 1% Total Respondents - 227 Q. How would you rate the data maturity of your organization? Whether measured by Employee Size or by Revenue, the chances that an organization is an extensive user of MarTech increases as the size of the organization increases.

M 11 irum India | MarTech Report 2023 WHO DID WE SPEAK TO? Which top 3 skills for in a new hire that joins your organization’s MarTech team - Top skills for new hiring 0% 25% 50% 75% Data and analytics Omni-channel marketing automation Understanding of CX Creativity Brand strategy Content creation Search engine optimization & management Social media Coding / Software development Other Total Respondents - 227 Q. Select the top 3 skills you'd look for in a new hire that joins your organization’s MarTech team ‘Increasing marketing ROI and efficiency’ and ‘Automating activities to save time and resources’ occupy 2 out of the top 3 spaces in both this year’s and last year’s surveys.

11 Marketing Campaigns Mirum India | MarTech Report 2023 WHO DID WE SPEAK TO? Other We outsource most of the campaign execution with some in-house We outsource all our campaign execution to an external partner We do all our campaign execution in-house Most of our campaign execution is in-house with some support from a partner We asked our audience about Marketing campaigns executions - 1% 21% 12% 33% 36% Total Respondents - 227 Q. Which of the following best describes how your marketing campaigns are executed? The larger the organization, the more likely the respondents are to be ‘Very Aware’ of MarTech – with organizations having revenue of 1001-2000 crore topping the list with close to three-fourths being ‘Very Aware’.