This will be the first in a series of guides created using the collective knowledge of the ClickZ community to help our readers arrive at more informed technology decisions.
The modern Martech landscape is complex and competitive, making it difficult for marketers to cut through the noise and select the right technology partners.
Our buyers guides are created with the objective of providing a clear view on the areas in which vendors excel, in order to allow our readers to establish successful relationships with the most suitable platforms.
What sets our guides apart is the use of a customer survey to hear directly from current clients of each software package. For the bid management tools guide, we received over 1,600 survey responses and this has provided a wealth of valuable data across our six assessment categories.
The series of guides begins with bid management tools because of the importance these technologies hold in the modern Martech stack. Along with deriving maximum value from the $92 billion spent annually on paid search worldwide, these platforms also help marketers manage their display advertising and social budgets, with some even providing support for programmatic TV buying.
This creates a varied landscape of vendors, with some focusing on the core channels of Google and Facebook, and others placing bets on the potential of the likes of Amazon to provide a real, third option for digital ad dollars.
Though the vendors we analyzed share much in common, there are subtle distinctions within each that make them suitable for different needs. A combination of customer surveys, vendor interviews, and expert opinion from industry veterans has helped us to draw out these nuances to create a transparent view of the current market.
Within the guide, you will gain access to:
- Tips on building a business case for investing in a bid management platform
- Questions to ask of potential bid management tool partners
- Profiles of the six vendors we analyzed
- The ClickZ and Search Engine Watch customer survey results