TECH SUPPLIER Sep 2022 - IDC Survey - Doc # US49648222

Growth Segment Marketing Applications: Industry Trends and Vendor Traction


Roger Beharry Lall
On-line Presentation


This IDC Survey tracks high-level trends across United States-based growth companies to identify marketing technology sentiments and key market indicators. Based on responses from line-of-business leaders, the study examines broad trends regarding marketing application technologies — evaluation criteria, integration requirements, vendor preferences, budget availability, and so forth.

The data focuses on growth companies — SMB organizations from 100 to 1,000 employees. These organizations typically have established clear product-market fit, invested in marketing leadership/staff, and are looking to scale.

Fielded in June 2022, this study represents views that are significantly "post-COVID-19" but may not encompass "peak recession" concerns. That said, growth organizations seem highly adapted to the changing business conditions and are investing to move their businesses forward. Responses suggest growth organizations are focused on "investing" their way beyond any current negative market sentiments — Russia-Ukraine War, the "Great Resignation," supply chain constraints, inflation, and so forth.

The survey shows that marketing budgets are strong and growth organizations are investing in martech solutions — especially those tools that clearly demonstrate their ability to provide direct improvements to client engagement.

IDC sees the growth segment as a vibrant, complex, and expanding area. This research, along with other related publications, help identify key areas marketing solution providers should focus on to improve market traction.


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