The Martech Purchase Process: How Buyers Evaluate Vendors. 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. About the research: The report was based on data from a survey among 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.
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…
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