Prospective buyers of marketing technologies rank demos, test drives, and self-driven online research as the most valuable methods for evaluating products/services, according to a recent report from Target Marketing, NAPCO Research, and IBM.

The report was based on data from a survey of 315 businesspeople who are involved in the purchase process of marketing technologies (email platforms, CRMs, social media tools, etc.) for their firms. Some 45% of respondents work for B2B companies, 18% work for B2C companies, and 37% for hybrid companies.

Respondents gave demos, test drives, and self-driven online research the most "extremely valuable" ratings when asked to assess various methods for evaluating marketing technologies.

Independent technology news/articles/comparisons, product testing reports, and peer/online recommendations received the most "very valuable" ratings.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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