eMarketer: How are they investing in marketing technology specifically?
Fauscette: Most of them have an email marketing tool, but 21% of said they were looking to replace their email marketing provider this year, which suggests there’s some discontent with that technology. One-fifth of the businesses we surveyed even used marketing automation solutions, which are typically heavy-duty solutions for bigger companies.
eMarketer: How would you characterize must-have vs. nice-to-have marketing technology for small businesses?
Fauscette: Contact management and sales force automation are critical pieces of the puzzle for businesses of any size. And any technology that helps effectively keep track of customer interactions, track leads and figure out how to take advantage of those leads is a must-have as well. Everything else is secondary.
With SMBs, it’s all about selling.
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