{"id":155799,"date":"2025-03-25T13:45:54","date_gmt":"2025-03-25T13:45:54","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/what-you-love-what-you-hate-and-who-you-trust-or-not-chief-marketing-technologist\/"},"modified":"2025-03-25T13:45:54","modified_gmt":"2025-03-25T13:45:54","slug":"what-you-love-what-you-hate-and-who-you-trust-or-not-chief-marketing-technologist","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=155799","title":{"rendered":"what you love, what you hate, and who you trust (or not) \u2013 Chief Marketing Technologist"},"content":{"rendered":"


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If you\u2019re reading this blog, it\u2019s a safe bet that you\u2019ve been involved in buying \u2014 or selling \u2014 martech software. Probably quite a bit of martech software. So I greatly appreciate that a number of you responded to my survey over LinkedIn asking what you loved and hated about that experience and which resources you found helpful and trustworthy (or not!) in that process. Here\u2019s what you, at least the collective \u201cyou,\u201d had to say.<\/p>\n

Let\u2019s start with the different resources you use to research and evaluate martech products:<\/p>\n

\"Sources\"Sources<\/a><\/figure>\n

It\u2019s no surprise: recommendations from friends and peers \u2014 the power of word-of-mouth \u2014 are by far the most helpful resource in evaluating martech products: 80.9% said they were \u201chelpful\u201d or \u201cvery helpful.\u201d<\/p>\n

The most useful takeaway from this is that it\u2019s a wise idea to expand the circle of peers you can draw upon for such advice, through communities such as MO Pros<\/a> or in-person events like Martech World Forum<\/a>, LXA Anitcon<\/a>, and MOps-Apalooza<\/a> where you can get the real word-on-the-street. (Also good advice for martech vendors: don\u2019t short-change customer success or customer delight. It\u2019s a powerful marketing channel.)<\/p>\n

I was happy to hear that articles\/blogs\/podcasts\/talks by industry experts and practitioners \u2014 cough, cough<\/em> \u2014 were the 2nd most helpful resource, by count of helpful or very helpful responses at 74.3%.<\/p>\n

The next two most helpful \u2014 vendor demos and vendor sales engineers (technical), at 60.9% and 56.2% respectively \u2014 were interesting because they were in stark contrast to other kinds of vendor interactions. As a resource for buyers, vendor sales reps were not only considered the least helpful (19.1%), they were the least trusted\/least liked (46.7%). Ouch.<\/p>\n

That\u2019s interesting, because it\u2019s usually through vendor sales reps that vendor demos are delivered and vendor sales engineers are brought into the discussion. I guess the main lesson here for martech vendors is: don\u2019t delay in giving your prospects access to the resources they really want. And give your SEs a raise.<\/p>\n

The other finding here that stood out to me was the use of ecosystem marketplaces. Or more accurately, their relative lack of use. A full 21% of respondents \u2014 1 in 5 \u2014 said they haven\u2019t used them much. That was surprising to me given how highly martech buyers typically rank \u201cintegrations\u201d in their evaluation criteria. I\u2019d go check a product\u2019s integrations with the rest of my stack as one of my first steps in considering them.<\/p>\n

Lots more to ponder in those buyer resources findings, but I\u2019ll leave that as an exercise to the reader. Because we have to get to\u2026<\/p>\n

\"What\"What<\/a><\/figure>\n

I figured the question \u2014 What things do martech vendors do that annoy you as a buyer?<\/em> \u2014 would be therapeutic to buyers and provide useful feedback to vendors. And it was clearly therapuetic for a few participants, who in anwering an \u201cOther\u201d field for this question gave responses such as:<\/p>\n