What marketing buyers evaluate
A marketing team considering another tool is acutely aware of the ones they already pay for and barely use. The deciding question is whether this integrates with their existing stack — analytics, CRM, advertising platforms, e-commerce — or becomes another island of data. Pricing that scales unpredictably with contacts or events is the second concern, since marketing budgets are fixed and usage is not.
What we build for a martech company
First, use cases by marketing function with the specific problem removed, since a suite pitch is what buyers have learned to distrust. Second, integrations listed explicitly with what each syncs, because compatibility is the purchase criterion. Third, transparent pricing including how it scales, which is what prevents the bill shock that ends renewals. Fourth, self-serve trial with proper conversion instrumentation, so you know which step of the evaluation loses people.