B2B marketers prefer easy-to-use martech

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2021, 2:18 AM GMT+0

The Tech Marketing Council and Sonus Research recently surveyed 80 B2B tech marketers.

B2B technology marketers seek martech solutions that are available for pre-purchase trials, easy to integrate, and delivers value. Fast and easy integration was ranked by 44% as a desirable feature in martech, followed by the option to test the product before buying (39%) and demonstrable ROI (36%).

In addition, 35% of B2B marketers want martech that reduces/eliminates inefficiencies, and 29% want martech that is simple, easy to learn and implement. Martech solutions that help create ads, content, email, podcasts, and more are sought after by 47% of marketers.

34% prefer martech solutions that help them manage the brand, budget, events, campaigns, and content among other things. Optimising campaign execution and demonstrating marketing ROI are some of the driving forces for the use and acquisition of martech.

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