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This IDC Survey highlights the evolution of tech buyers' growing reliance on marketing-related information sources to make their buying decisions. Dependency on marketing at all prepurchase buying stages now beats both sales and even direct product experience to an astonishingly wide margin. As dependency grows, customers become more demanding. Yet the context for delivering effective marketing continues to get trickier.

"Marketing leaders must understand the true role of modern marketing and stay alert to shifting customer attitudes and preferences toward trust, privacy, digital interaction, and social," says Kathleen Schaub, vice president, CMO Advisory and Customer Experience. "Piloting new capabilities including customer experience and artificial intelligence combined with an attitude of service is critical for success."


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