FRAMINGHAM, Mass.--(BUSINESS WIRE)--In newly published research, International Data Corporation (IDC) found that Google, Adobe, Facebook, Marketo, and Salesforce were the marketing technology vendors most often identified as "cutting edge" by marketing professionals. Marketers that rely on cutting edge companies were more than twice as likely to be satisfied with their current solution, compared to marketers who did not identify their provider as cutting edge (89% satisfied vs. 37%).
"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," said Gerry Murray, research manager, IDC CMO Advisory Service.
Among the over 300 U.S. marketing professionals surveyed by IDC, 58% characterized their marketing vendor as "cutting edge" and named their current provider in an unaided fashion. Marketers who use cutting edge technologies such as Google, Adobe, Facebook, Marketo, or Salesforce exhibited greater brand loyalty, with 67% likely to consider the same vendor in the future (vs. 44% for marketers not using cutting edge companies). The characteristics most associated with cutting edge marketing solutions are fast, user friendly, and efficient.
The survey also found that the internal IT department helped steer marketers towards cutting edge vendors. Marketers who worked with their IT departments early in the purchase process were happier than those who worked with IT later or not at all.
"The buyer's journey for new technology is long and complex. 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," said Allan Fromen, vice president and consulting partner in IDC's Buyer Behavior Practice.
An IDC infographic highlighting results of the research can be found here.
IDC and SSI conducted an online survey of 333 marketers in the United States. Marketers came from a mix of size and industries and were sourced from SSI's B2B research panelists. SSI is the premier global provider of data solutions and technology for consumer and business-to-business survey research.
The survey was conducted by IDC’s Buyer Behavior Practice.
For more information about this research please contact sales@idc.com.
About IDC
International Data Corporation (IDC) is the
premier global provider of market intelligence, advisory services, and
events for the information technology, telecommunications, and consumer
technology markets. With more than 1,100 analysts worldwide, IDC offers
global, regional, and local expertise on technology and industry
opportunities and trends in over 110 countries. IDC's analysis and
insight helps IT professionals, business executives, and the investment
community to make fact-based technology decisions and to achieve their
key business objectives. Founded in 1964, IDC is a wholly-owned
subsidiary of International Data Group (IDG),
the world's leading media, data and marketing services company. To learn
more about IDC, please visit www.idc.com.
Follow IDC on Twitter at @IDC.
