Differ have joined-in exploring the state of Marketing Technology in Sweden and Europe
At Differ, we believe that successful marketing requires the right balance of people, processes, data, and technology. That’s why, for more than a decade, we have followed how organizations use Martech to strengthen customer relationships, drive efficiency, and adapt to change.
With Martech Report 2025, we share these insights with the wider community. Together with you, we want to explore how companies can navigate the evolving Martech landscape, create value, and build future-proof businesses.
The report highlights key trends, challenges, and opportunities within Marketing Technology, enriched with analyses, discussions, and expert perspectives.
Vill ni ta del av årets rapport?
About the Martech report
The Martech Report is an annual study that maps the development, challenges, and opportunities within marketing technology in Sweden and across Europe. The report explores how companies are working with people (skills), processes, technology, and data to strengthen their marketing capabilities in an increasingly complex and competitive landscape.
People
After years of focusing on technology, competence building are now stepping up as the real priorities.
26% (53%)
This year’s data shows a decline in self-assessed Martech maturity. On a scale from 1-5 (5 highest) 26% rank themselves 4-5 in 2025 compared to 53% 2024.
Insights
33%
Only one in three highly mature companies report having both the right resources and competence in place.
The AI train has already left the station. Organizations that remain on the platform risk falling behind, while those who get on board now are already building the capabilities needed for the future.
" When they brought the wolves back to Yellowstone, everything changed.
The balance returned, the rivers healed, the system started working as one.
That’s what Martech does for modern business, it reintroduces balance. Data, creativity, and technology start working together again, not in chaos, but in harmony. "
- Axel Magnusson
Martech AW
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We hosted a Martech After Work where our panel discussed the future of marketing technology, from AI and data strategy to creativity and automation.
What started as a panel talk quickly turned into an open forum, where the audience joined in to share their own perspectives and experiences.
The result? A dynamic discussion that showed just how alive the MarTech landscape is in Sweden today.
Vill ni ta del av årets rapport?
Martech Award 2025
Each year, the Martech Award recognizes an organization that has made significant progress within marketing technology. The award highlights innovative approaches, creative use of data, and solutions that set new standards for how technology drives customer engagement and business growth.
This year the winner is:
