target audience: TECH SUPPLIER Publication date: Jul 2024 - Document type: IDC Survey Spotlight - Doc Document number: # US51611524
Back to Basics for Martech Vendors Targeting SMB Organizations?
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Abstract
This IDC Survey Spotlight highlights the distinct concerns that smaller organizations (100-999 employees) have regarding areas for martech vendor improvement. Martech vendors targeting the small business sector often overlook essential technical needs, favoring the promotion of exciting, advanced features that may not align with core requirements.
Despite the appeal of functionalities such as personalization, workflow optimization, reporting, and ease of use, these desirable features are often overshadowed by more critical, foundational IT-related challenges. The situation is further complicated by the hype surrounding AI and advanced customer journey orchestration, which tends to divert attention from the fundamental capabilities that SMB organizations truly need and that many vendors neglect to address.
This document, combined with additional CX Path insights highlighting buyer preferences and a desire for innovation, presents a significant opportunity for martech vendors to address the unique needs of the SMB market with tailored solutions rather than shiny objects and repurposed enterprise tools.
2024 is the first year for IDC's CX Path Survey. Further data cuts and cross-tabs can be found in CX Path 2024: Worldwide Banner Book (IDC #US52319224, June 2024). Survey coverage includes application adoption, deployment models, budget plans and replacement cycle timing, purchasing preferences and attitudes toward SaaS buying channels, packaging and pricing options, and in-depth vendor reviews, ratings, and spend and advocacy scores for 13 application markets, which, in addition to advertising and marketing, include digital commerce, product information management, configure price quote, and customer service.