We found that these marketers are overwhelmingly embracing self-service tools, not all-in-one marketing clouds. They prefer solutions that are easy to use, affordable and work seamlessly out of the box. They want the flexibility to build powerful stacks of technology, unique to their business needs, that integrate with one click.

When you consider budgets alone, mega-vendor marketing suites immediately break the bank. More than 40% of marketers at mid-market companies we surveyed have less than $50,000 per year to spend on marketing technology. Simplicity is also crucial, whether it’s technology for landing pages, social media, content marketing, SEO, website testing, or analytics. More than 98% of marketers want products that can be set-up and used by people with minimal technical skills.