“THE NEW MARTECH BUYER JOURNEY IS BEING SHAPED BY A NEW GENERATION OF MARKETERS. B2B BRANDS SHOULDN’T UNDERESTIMATE THE INFLUENCE END USERS AND MILLENNIALS HAVE ON THE MARKETING TECHNOLOGY STACK.” – DAVE PARRO, WALKER SANDS
In the topsy-turvy world of digital marketing, the CMO and entry-level marketer carry nearly the same clout when it comes to influencing marketing tech purchasing decisions. It’s a twisted dynamic but, if you think about it, makes perfect sense.
Public relations and marketing firm Walker Sands Communications surveyed 313 U.S. marketers and found that more than half of entry-level marketers—many of whom are Millennials—have led a marketing tech purchasing decision in the past three years. This is quite a reversal from days past when entry-level marketers were simply told to use the technology issued to them.
According to the survey, two-thirds of all marketers have led a marketing tech purchasing decision on everything from email marketing to social media marketing to ad tech and analytics. Moreover, three to five marketers influence the decision, with a few marketers saying 10 or more people are usually involved.
“With so many potentially involved, B2B marketers have to understand who’s driving and influencing the decisions for specific pieces of technology,” says Dave Parro, partner and director of the marketing technology practice at Walker Sands. “Sometimes it’s the CMO, but the end user often has as much pull.”
The reason why entry-level marketers have influence over the marketing tech purchasing decision is because of the increasingly important role marketing tech plays in nurturing customer relationships. The right tool in the marketer’s hand delivers measurable value, and so it behooves CMOs to ask their staff what tools make them most efficient.
“In marketing, you want to buy the best social system, you want to buy the best A/B testing,” Neeraj Agrawal at Battery Ventures said earlier this year at a marketing tech conference in San Francisco. “Why? That incremental conversion lift matters. It drives dollars.”
Millennial marketers, of course, are often on the front lines and use a lot of these tools every day.
About the Author:
Tom Kaneshige is editor of Five2ndWindow, a Penton site delivering news, interviews, research, case studies and insights about the “five second window” mobile disruption happening to the customer relationship.
This article was reposted with permission from the author.