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Price Tops B2B Vendor Evaluation List: Demand Gen Report

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.

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The Three Most Amazing Things About Clickbait

August 2, 2022

I apologize for that headline, Dear Reader, but do have one relevant factoid: Ebiquity reports that nearly 10% of U.S. programmatic ad spend goes to “made for advertising” web sites, which have high viewability but low quality, suitability, and effectiveness. In other words, clickbait. The global average is just under 8%. Also, 32% of third-party marketing cookies fire before users have a chance to consent and 93% of domains first at least one. So plenty of other people should apologize too.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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