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How Businesses Discover and Purchase Marketing Technologies

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How do marketers discover, research, and evaluate marketing technologies?

To find out, in June 2015 Walker Sands Communications surveyed 313 marketers based in the United States. Respondents work for a range of company sizes (29% at businesses with fewer than 50 employees; 17% at enterprises with 5000+ employees) and hold titles at all levels (31% coordinator/specialist, 28% manager, 21% vice-president, 5% CMO, 16% other).

Below, key findings from the report.

Discovery

Some 30% of respondents say they learn about marketing technology from peers; 20% discover new technologies via media outlets/blogs.


Forbes is the most popular media outlet for learning about marketing technologies and industry news (44% of respondents read); Wired is next (37% read), followed by the Wall Street Journal (35%).

Research

Most respondents (91%) say they begin researching marketing tech vendors on their desktop or laptop computer; 6% begin on a smartphone, and 3% on a tablet.

Peer recommendations are the most influential sources of information about marketing technology solutions (63% of respondents rate them as very influential), followed by online reviews (44%) and analyst reports (33%).

Product demos are the most influential content type (52% of respondents say they have an impact), followed by case studies (47%) and online reviews (43%).

Purchase Decision

Some 59% of respondents say they prefer to engage with a marketing tech company's sales representatives during the research phase; 28% prefer to engage during the decision phase, and 8% at purchase.

More than half of marketers (57%) say 3-5 people are typically involved in marketing tech purchasing decisions at their company.

About the research: The report was based on data from a June 2015 survey of 313 marketers located in the United States.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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