What B2B Tech Marketers Want From Martech Solutions

Martech — Wed., Aug. 4, 2021

B2B technology marketers are looking for martech solutions that provide simple integration, the option to try before buying, and clear value. According to recent research from Sonus Research and the Tech Marketing Council, 44% of respondents said easy and fast integration is the most desired feature, followed by the ability to test-drive (39%) and provable ROI (36%).

The survey also showed that the top motivators driving the use and acquisition of martech are the desire to improve campaign execution (31%), establish marketing ROI (30%), improve customer experience (21%), and create better content (18%). Furthermore, respondents most desire martech solutions that enable creation (47%), management (34%), and measurement (19%).

The research was based on data from a survey of 80 marketers who work for B2B technology companies. With the right combination of features and value, these marketers can find the right martech solutions to meet their needs.

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