Well, here’s a sad piece of news: 56% of organizations routinely experience high regret over major tech purchases, Gartner reports. The good news is that some organizations are better at it than others. The good ones have clear objectives, disciplined processes, move quickly, and include IT teams in the process.
ArcSpan helps web publishers increase ad revenue by adding value to their audiences. It just launched Contextual APP, which applies industry-standard content taxonomies to web pages, making it easier for advertisers to purchase targeted, consistent audiences across multiple web sites. The result can be significantly higher revenue per impression.
One sign of a disciplined purchase process is to focus on features, not price. But guess what Demand Gen Report found is by far the most common variable in evaluating B2B purchases, Dear Reader? Yep, it’s price (82%), trailed by reviews (56%), features and functionality (54%), vendor knowledge of the buyer’s industry (53%), and deployment time/ease of use (50%). Oh, and 55% say purchase times are getting longer and 59% of buying teams have four or more people. I’m so sorry.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.