Webinar and Marketing Technology Purchase Decision Analysis
Investing in the right tech is key to gaining and nurturing marketing leads, but it can be a challenge. Our survey of marketing technology purchase decisions found that 47% of marketers feel overwhelmed with the number of marketing technology tools on the market today. While they understand the value of better technology in the marketing pipeline, marketers will stick with what they have unless a new tool is easy to use and can demonstrate RIO quickly.
Marketing technology platforms tend to be selected by multiple individuals within a company (only 7% of marketers are their company’s sole platform decision-maker) so webinar platforms and other tools often need to demonstrate value for the entire marketing pipeline, from grabbing new leads, to refining demand generation strategy with better data, to closing the deal with deep customer engagement.
However, nothing trumps usability. Features that benefit attendees, such as easy access and providing an engaging experience are marketers’ top priorities for specialized webinar platforms. For marketers who prefer full-service webinar platforms, the ability to identify marketing leads is also an important benefit. Webinar platform solutions are the third most common type of marketing technology platform behind CRM and web conferencing, and many marketers feel that their current webinar technology does not meet their needs. As marketing becomes ever more sophisticated and technology driven, those marketers who can fully integrate their webinar platform into their strategy will gain a decisive edge.
- Attitudes toward technology platforms among marketers
- Insights into how marketers use webinar platforms
- Benefits of webinar platform software
- Goals of marketers for webinar technology investments