5 Tips for Buying Marketing Technology
New research released in the report "The Marketing Tech Buying Process: A look at how companies purchase technology today" sheds light on the processes companies across America use to choose their marketing technology purchases and manage vendors.
Many best practices emerge from that research. Here are five tips to help guide your own technology buying process.
1. Empower Yourself
Throughout the research, respondents consistently ranked processes that empowered themselves to make good technology decisions as the most valuable.
From the report:
For marketers buying technology, seeing is believing. They find the most value in product demos, test drives and their own research, followed by sources that give them an independent view of the technology space. All of these are steps that allow the marketer to be independent of any salesperson or other close guidance. When they do look for guidance, it is generally from an agency or other service that answers to them, not the vendors.
Or as one of the respondents quoted in the report said it, “Be sure you’re willing to put in the time and effort to perform the due diligence required, and never believe the vendor.”
2. It's Essential to Test Drive Marketing Technology
The research asked respondents to rate the value of several processes they might use to evaluate marketing technology on a scale from "not valuable" to "extremely valuable." The two processes regarded as the most "extremely valuable" were product demos and extended product test drives.
“It is difficult to determine how well the technology can work for you unless you can test-drive the product,” said one respondent.
Another said, “Test the product, research competitors and don’t base [a] decision off of [the] sales demo.
Compare similar products in [the] market.”
The best way to be sure your technology investment pays off is to try it extensively first That may be common sense, but it's not something every technology customer does.
3. Build an Independent Knowledge Base
We already talked about empowering yourself, but it takes more than product demos and Web searches to accomplish that. To be able to successfully assess your own needs, vet technologies and make the right choice, you need to cultivate your own knowledge base.