Published: 13 July 2023
Technology providers must utilize a range of channels, content and CTAs to align to buyer readiness. As part of demand generation efforts, tech chief marketing officers and their teams should emulate practices used by leading organizations that efficiently optimize their marketing mix strategy.
The 2023 Gartner Technology Marketing Benchmarks Survey shows that the average number of channels used by technology marketers with $100 million or more in annual revenue is now at 15 marketing channels in 2023. Both digital and nondigital approaches must be utilized to reach buyers.
Higher-growth organizations with $100 million or more in annual revenue and those with revenue growth of greater than 20% generated the largest volume of marketing-qualified leads (MQLs) from direct or referral web traffic. Thirty-three percent of respondents indicated the direct or referral web traffic channel as the best performing, more than triple the next
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