target audience: TECH SUPPLIER  Publication date: Feb 2023 - Document type: IDC Survey Spotlight - Doc  Document number: # US50351523

How Will Growing Companies Invest in New Marketing Technologies in the Coming Year?

By:  Roger Beharry Lall Loading


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This IDC Survey Spotlight looks at the intended investment in new marketing technology from midmarket organizations (100-1,000 employees) in the coming year, based on survey data from an IDC QuickPoll fielded in December 2022.

Organizations are doubling down on sales and marketing investments as they respond to various storms of disruption, including:

  • Post-COVID-19, return-to-normal challenges
  • Tech sector hiring challenges and layoffs
  • Recessionary indicators (and the looming threat thereof)
  • Supply chain issues causing general shortages and delaying purchases
  • Heightened inflation

While continued growth is predicted across the marketing applications category, individual suppliers will see turbulence over the coming year.

Midmarket organizations seek applications that represent novel approaches, tech-stack extensions (breadth and depth), and demonstrably high value. To this end, the majority of these increasingly mature buyers will invest in new marketing technologies over the coming years.

Exciting times lie ahead for the midmarket marketing technology category as users respond to macroeconomic change and as suppliers (hopefully) rise to the challenge!


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