The implementation of a new marketing automation platform comes with numerous challenges, but the biggest hurdle that marketers typically face is evolving their processes, strategies and overall mindset in ways that complement their technology investment.
Marketing technology, aka MarTech, is all the rage, the new black, and the must-have resource in marketing shops around the globe. I get it. Call this a rant, but really it's a personal quest for me as a marketing professional to change this “tech-first” mindset.
My respectful request to my peers and colleagues — Stop leading with tech!
Analytics that don’t result in actionable insights and are just charts, tables and maps. Data points that don’t elicit action are simply numbers. Successful marketers understand that the data they generate and the ways they convey that information need to result from logical, outcomes-based planning. This ensures that they’ll know what to measure, understand why they’re measuring it, and be able to reap maximal performance-boosting insights.
For marketers, technology stack complexity grows daily. We’ve reached Rush drum-set status. Three years ago, most marketing teams could count their tech solutions on a hand or two. Now, most marketers are dealing with more tools than a Cowboys Stadium security guard.
Yet inefficiencies remain. And new solutions continually crop up to meet the demands of marketers striving to enhance their productivity and bolster their company’s bottom line. Navigating a sea of 1000+ MarTech solutions and finding the right marketing tech provider for you, however, isn’t easy. It helps to have a map…or at least rough sketch of landmarks to guide the way.
The digital era has provided marketers with the ability to measure and analyze the outcomes of their efforts. No longer a company’s “arts and crafts” team, marketing departments are leveraging metrics and systematic management techniques to generate real business value. Marketing Operations spearheads this focus on back-office data analysis, strategic planning, budgeting and the use of marketing technology to perform these duties. It has become marketing’s nerve center, controlling systems and processes to influence, measure, and manage all things marketing.
A year ago, Integrate received a gift that would forever change the face and heart of our company. We were blessed with the addition one of the most passionate martech leaders in modern marketing. Today, we’d like to take a moment’s break from the tech talk to pay tribute to our fearless CMO, Scott Vaughan and acknowledge the many lessons he’s imparted upon us over the last 365 days.
Here’s a short list of our biggest takeaways.
My most recent blog post on buying, governing, and optimizing data resulted in a number of inquiries from customers and acquaintances who operate in the ecommerce space — particularly the subscription service space. As you can imagine, nurturing leads, maintaining a clean funnel, and ensuring swift lead velocity become less important in ecommerce, where buy cycles are swift and the sales metric can be immediately attributed to specific campaigns, tactics and partners. As Scott Vaughan discussed in a recent blog, business outcomes are the ultimate simple metric and sales are the ultimate business outcome.
If only it were that simple.
How Emerging Tech Provider Tintri is Transforming Marketing from Demand Gen to Revenue Gen
Marketing and Sales Alignment. Stick a needle in my eye, right? Wrong. Dead wrong.
CEOs and Boards of Directors rank driving and measuring revenue contribution as the No. 1 marketing priority, according to the Corporate Executive Board. Without working in unison with sales and having joint metrics, marketing is unlikely to significantly influence revenue, let alone prove any positive impact.
Have you invested in a MarTech solution or tech vendor that sucked your team’s time, budget or resources? Or one that simply didn’t fulfill on its grandiose promises? If so, was it your fault, the provider’s responsibility, or equal share? It’s a perfect time for a gut check.
Ending the inaugural MarTech Conference, I felt this would be a perfect time to provide a completely subjective list of the year’s most important marketing technology-focused blog posts. Ironically, this list is in no way based on content performance, traffic volume, social influence, or any other metric that one may have used to support the logic behind choosing these posts. Nope—this list is simply comprised of martech blog posts that stood out to me and a few of my colleagues. Think of our selection process as a tribute to the marketing tactics of old.