Report pitches martech stacks against each other for 'cutting-edge' factor

New IDC report looks at how marketers perceive their marketing technology vendors as levels of satisfaction as a result

A new survey by IDC in the US has pitched marketing technology vendors against each other by looking at their “cutting edge” credentials with marketers.

The research, which was conducted by IDC and SSI across 333 marketers in the US, found 58 per cent of respondents characterise their marketing vendor as “cutting edge” and named their current provider in an unaided fashion. Key characteristics for cutting-edge vendors included being fast, user-friendly and efficient.

Those vendors earning top honours and considered cutting edge are Google, Adobe, Facebook, Marketo and Salesforce.

Marketers that rely on cutting-edge tech players are more than twice as likely to be satisfied with their current solution (89 per cent) versus those who don’t see their systems as outdated (37 per cent).

Marketers using the above vendors also showed greater brand loyalty, with 67 per cent likely to consider using the same vendor in future. In contrast, only 44 per cent of marketers who didn’t see their martech provider as cutting edge said they’d consider their current vendor in future.

“The fact that these companies were mentioned by marketers – unprompted – as cutting edge, and that marketers who use cutting-edge marketing technologies have such a high satisfaction rate, shows how important it is to get the marketing automation decision right,” commented IDC CMO Advisory Service research manager, Gerry Murray.

Another notable point in the survey was the role of internal IT department in steering marketers towards these cutting-edge vendors. According to the survey, 34 per cent of those with cutting-edge solutions brought in IT when they first realised they needed a new martech solution, and 33 per cent brought IT in as they researched various options.

IDC found marketers who worked collaboratively with their IT departments early in the purchase process were happier than those who worked with IT later down the track, or not at all. In addition, 81 per cent of marketers who consider their solutions cutting edge rated the contribution of their IT department as valuable, versus 65 per cent of those who did not consider their systems as cutting edge.

“While line-of-business professionals are increasingly empowered with purchase decisions, the IT department is still a valuable partner, and including IT professionals in the decision-making process should result in greater ROI,” claimed IDC’s Buyer Behaviour Practice VP and consulting partner, Allan Fromen.

Martech knowledge is clearly on the rise, yet there’s still plenty of evidence to suggest marketing departments are struggling to find the result solutions to meet their needs. In the report Techmap: Why Marketing Technology Matters 2016, produced by GfK for Engage Digital and supported by ADMA, four in 10 Australian marketers are only ‘somewhat satisfied’ with their marketing technology, and just 19 per cent are either ‘very’ or ‘extremely’ satisfied.

The level of satisfied was correlation to seeing tangible and measurable results, such as increased traffic, sales conversions and improved efficiencies. One-quarter of those surveyed also admitted to finding martech confusing, and half struggle to differentiate between the different offerings available.

In addition, 51 per cent of those surveyed by GfK in June said their can assess the benefits of martech, but find it a difficult process, and 11 per cent struggle to assess its worth at all.

The IDC report results can be found in infographic form here.


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in