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Feb 2018 - IDC Survey Spotlight - Doc # US43544618

What Is Behind the Rise of Marketing Investment in Demand Activities?

By: Warren LaneResearch Analyst, Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience


This IDC Survey Spotlight discusses what is behind the rise of marketing investment in demand activities. The past four years of IDC's annual Tech Marketing Benchmark Survey recorded a shift to higher investment on demand activities versus awareness activities. This Survey Spotlight looks at which segments of tech companies are most demand oriented, how the availability of marketing data changes the CMO's choices on where to allocate funds, and why the availability of new data sources could alter the tide.


  • 2 slides

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