Published: 12 June 2023
To engage marketing leaders as tech buyers effectively, product leaders need to understand how big-picture market conditions generate business needs that lead to technology buying scenarios. Use these top marketing storylines and frameworks for targeted messaging and offering for maximum impact.
The most cited business objective for the marketing function is increasing revenue or growing their customer base.
Marketers seem frustrated by existing capabilities, with utilization of existing marketing technology capabilities declining from 58% in 2020 to 42% in 2023, according to the2022 Gartner Marketing and Communications Technology Survey. A key challenge in this context for tech providers will be demonstrating why marketers should buy additive solutions.
Fifty-five percent of marketing buyers highlighted their solution provider’s understanding of their business situation (top three ranked responses, 24% for first response).
The top three storylines triggering tech investments from marketing buyers are proving
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