​Report: What do marketers look for in the right vendor?

Report reveals what modern marketers look for when choosing potential vendors

Choosing the right vendor can make or break a marketing strategy, so it’s no wonder marketers are more scrupulous than ever before.

New global research released by Hotwire and Vanson Bourne surveyed 1000 global business decision makers including around 100 from Australia, to find out which information sources prove to be effective in helping to investigate potential vendors.

The study, The Changing Face of Influence, found almost half of marketing respondents look for vendor customer stories and case studies, direct customer references either via phone or visit as well as vendor thought leader opinion pieces before making their decision. Other factors considered included external peer opinions and independent consultant opinions.

Hotwire Australia managing director, Alexis Wilson, said despite the information overload many decision makers are experiencing, it’s clear marketers are still looking for the proof in the pudding – customer references.

“The IT industry is relying heavily on their colleagues and industry analysts to point them in the right direction,” she said. “Interestingly, thought leadership pieces are proving to be highly influential in both fields, which supports the efforts many organisations are putting behind content marketing, blogging, and CEO profiling.”

When assessing the effectiveness of different information sources, the report also revealed some key differences between IT and marketing decision makers. Marketers got most value from thought leader/opinion pieces (52 per cent), customer case studies (46 per cent), direct customer references (35 per cent) and business press opinion pieces (35 per cent).

IT decision makers sought external peer opinions (50 per cent), internal peer opinions (48 per cent), analyst research (46 per cent) and independent consultant opinions (44 per cent) were most valuable.

“The survey demonstrates there are clear gaps between the information marketers and IT leaders are looking for, and the information that is actually helping them make decisions,” Wilson added. “Marketers are clearly impacted by industry experts who can think through and implement forward-thinking concepts, while IT leaders are highly influenced by their peers’ actions. Arguably, to ensure our businesses are thinking innovatively, we should be combining these to form strategic decisions.”

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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in