The full picture at a glance.
Uncovering what drives B2B marketers to adopt, retain, and advocate for marketing technology platforms
Client
A global marketing technology firm enabling enterprise growth through advanced analytics and integrated digital solutions across multiple markets.
Industry
B2B SaaS / Marketing Technology
Geography
United States
Audience
Marketing professionals (Manager and above level)
Responses
2,800 responses
Timeline
1 week
The business issue that triggered the study.
A leading B2B SaaS provider faced slowing product adoption despite feature rich offerings. Internal assumptions suggested pricing or competition as key barriers, but lacked quantified evidence of user priorities and satisfaction drivers.
The constraints and decision complexity behind the brief.
- Highly saturated martech ecosystem with overlapping features
- Decision-making involves multiple stakeholders (marketing, IT, finance)
- Lack of clarity on why users choose, stay, or switch platforms
- Difficulty in differentiating product messaging
How the research program was designed and executed.
- A 1 week structured quantitative study was conducted to decode user behaviour
- Surveyed 1500 marketing professionals across industries
- Measured full lifecycle: awareness → adoption → satisfaction → retention
- Evaluated 25+ attributes, including usability, integrations, analytics capability, support, and ROI perception
What changed once the findings were made actionable.
- Identified core drivers of adoption vs retention
- Enabled product teams to prioritize high-impact feature improvements
- Refined go to market messaging around ease of use and ecosystem compatibility
- Provided competitive positioning clarity
The outcome signals that mattered most.
62%
Ease of use and integration capability were top adoption drivers.
2.4X
Platforms with strong onboarding saw higher retention rates
22%
Customer retention improved
37%
Product adoption increased within two quarters
The clearest strategic lesson from the study.
In B2B SaaS, adoption is driven by usability but retention is driven by ecosystem fit and perceived ROI.