Martech Replacement Trends in 2024
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.
B2B technology buyers are turning to vendor representatives less than ever and are increasingly relying on self-service resources. According to a recent survey from TrustRadius, for the first time in five years, vendor reps were not listed among the top 5 resources used for researching potential purchases. Resources typically used include product demos, free trials, user reviews, vendor/product websites, and communities/forums.
B2B buyers also expect vendors to provide self-serve resources such as pricing information, product specs, free versions/trials, and customer use cases. To make buyers more likely to purchase, they need to provide pricing on the vendor website and access to a free demo/trial. The most impactful resources when making a decision are product demos, free trials, and the buyer's prior experiences.
The report was based on a survey of 2,185 professionals who had helped buy new software or hardware for their organization in the past year. It reveals that B2B buyers are turning to self-service resources rather than vendor reps, and that they expect vendors to provide certain resources to make them more likely to buy.
... continue reading belowB2B Tech Buyer Trends: Goodbye Vendor Reps, Hello Self-Service
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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.
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