How Do You Buy Marketing Tech?
We talk all the time about marketing technology and how marketers are becoming more and more the people who buy marketing tech and build the technology stack. But what's the best way to do that? I have a way for you to find out.
Tech buying is not a skill they teach in marketing school, but it's become essential for almost all marketing executives today. This is the year, after all, that Gartner predicted marketers would control more IT budget than IT departments.. You need to be able to build the tech stack to do all these amazing things — personalization, retargeting, predictive analytics and more — that make marketing what it is today.
Building the Best Practices
I have looked for a good set of guidelines to point reader to, but haven't found any that I feel give good, actionable answers. What we need are best practices, and what I've seen are more vague steps, like "Know what you need." I don't think they're helpful.
So we've launched a new research project — the "Target Marketing 2017 Technology Buying Process Survey" — and I'm hoping you'll help me make it a success.
Our goal with the survey is to build a set of best practices based on the steps that marketers — our readers and beyond — use to make sure the technology they buy actually meets their needs, their budgets, their culture (how often do you buy a tool just to watch it go unused?) and delivers the ROI they need to justify the expense.
The survey isn't long, but it approaches this by asking respondents to check off the processes they use, to rate how useful they are, and talk about the advice they'd give to other marketers making a similar purchase. It takes less than 10 minutes, but I believe it will help us get to the answers you need.
I'll be writing up the report on it myself, and we'll release that as a free pdf to download, just like our Media Usage Surveys. And of course, a summary will run in the magazine. I sincerely hope that publication will help you better understand how to make sure your next tech purchase is a success.
Also, you can be entered to win a $100 gift card just for taking part.
I hope you're as interested in seeing this research as I am. Just click on the link to get started.
And if you have any other comments on how you buy tech, or the survey itself, I'd love to talk about them in the comments below.