Next, a Harris Poll survey sponsored by RedPoint Global finds that consumers are less satisfied with their personalized experiences than marketers think they are. We’ve heard that before but there’s considerable detail here that’s worth a look if you watch this topic closely. Consumers and marketers do agree that privacy is the most important aspect of customer experience.
G2 started as a software review site but now aspires to nothing less than “revolutionizing the way businesses discover, buy and manage software technology and related services.” To move in that direction, they just released G2 Track, which combines product usage data with corporate financial information to compare the software companies are using with the software they’re paying for. The goal is to identify systems that are underused or not used at all. Usage comes from Siftery, which G2 bought last December.
If you’re reading this newsletter, you probably buy or sell business software. This TrustRadius study gives intriguing details on how that works. You won’t be surprised that there’s a considerable trust gap between buyers and sellers. Buyers and sellers do agree that product demonstrations are the most effective evaluation tool.
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.