The dynamic from these technology vendors is increasingly interesting in terms of streamlined tools for the marketing industry.
In effect, Marketers work henceforth with their IT departments early in the purchase process; an intelligent approach that produces great results as the buyer's journey for new technology is long and complex.
The IT department is a valuable partner, and including IT professionals in the decision making process should result in greater ROI.
According to IDC, Google, Adobe, Facebook, Marketo, and Salesforce are indentified as "cutting edge" by marketing professionals.
Among the over 300 U.S. marketing professionals surveyed by IDC, Marketers who use cutting edge technologies such as Google, Adobe, Facebook, Marketo, or Salesforce exhibited greater brand loyalty, with 67% likely to consider the same vendor in the future (vs. 44% for marketers not using cutting edge companies).
The characteristics most associated with cutting edge marketing solutions are fast, user friendly, and efficient.