B2B technology marketers are looking for martech solutions that provide simple integration, the option to try before buying, and clear value. According to recent research from Sonus Research and the Tech Marketing Council, 44% of respondents said easy and fast integration is the most desired feature, followed by the ability to test-drive (39%) and provable ROI (36%).
The survey also showed that the top motivators driving the use and acquisition of martech are the desire to improve campaign execution (31%), establish marketing ROI (30%), improve customer experience (21%), and create better content (18%). Furthermore, respondents most desire martech solutions that enable creation (47%), management (34%), and measurement (19%).
The research was based on data from a survey of 80 marketers who work for B2B technology companies. With the right combination of features and value, these marketers can find the right martech solutions to meet their needs.
... continue reading below
What B2B Tech Marketers Want From Martech Solutions
Don't worry ... it's FREE!
Discover five ways marketing automation improves efficiency, learn how to avoid common implementation mistakes, and get tips for long-term success. Read more.
Which types of marketing technology are replaced most often? Why do marketers decide to replace martech solutions? To find out, researchers surveyed 496 marketers from around the world.
Learn about some top marketing automation tools that can streamline your campaigns and improve customer engagement. Read more.
Learn why customer data platforms (CDPs) are crucial for leveraging first-party data to improve marketing strategy and customer engagement. Read more.
The number of marketing technology software products has grown exponentially over the past 13 years, according to recent research.
The first-ever Magic Quadrant for customer data platforms by Gartner signifies a milestone in the maturation and essentiality of CDPs within the martech ecosystem. In a data-centric, customer-first marketplace, CDPs have become a strategic imperative.