The increased strategic role of digital marketing is driving more martech adoption. A quarter of businesses plan to spend 16-30% more on marketing software this year making marketing technology the second largest resource allocation in a CMO's overall marketing budget. To capture this opportunity, software marketers must understand businesses' challenges and technology investment approaches to build a more relevant and successful engagement strategy.
This resource features exclusive data on the marketing software market uncovered as part of the Gartner Digital Markets 2022 Global Software Buyer Trends Survey, providing trends and actionable insights into B2B buyers’ shifting needs and behaviors across dozens of countries and industries.
Download this guide to understand the marketing software purchase journey, and maximize your lead generation and sales efforts to convert more prospects into customers.
You will learn:
- The market trends shaping marketing software adoption. Discover business technology trends impacting software investment and how providers can capture buyers' interest on a global scale.
- Key priorities and behaviors of software buyers. Build a viable go-to-market and sales strategy as marketing software purchase preferences evolve within a self-driven, nonlinear buyer journey.
- How to better engage buyers in a high-competitive marketplace. Leverage recommendations to establish a powerful brand presence and build a solid customer base.