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How Are Marketing Leaders Using MarTech? An Inside Look

MarTech strategy

What do marketing and technology have in common? They’re both constantly evolving! So it’s no wonder they’ve merged into an increasingly popular solution known as MarTech. If you think combining marketing and technology sounds like a good idea, you’re not alone, considering there are more than 5,000 MarTech vendors creating ever-changing solutions in an attempt to help marketers perfect their craft. So does this mean you should jump on the bandwagon and start buying up every MarTech tool out there? Not without a clear strategy first! That’s what our new eBook, MarTech Trends: A Look at How Marketing Leaders Are Using Marketing Technologies, sets out to explain. You can download it today to get a clear sense of the best MarTech strategy and how to proceed with MarTech, but here are some facts to keep in mind in the meantime.

Why You Need a Strategy

Sure, it’s easy to get excited about new technology, but there’s no point in spending tons of capital on MarTech before doing some research and coming up with a plan. After all, you’re not just looking for a new, neat way to reach your audience. You’re looking for a way to deliver ROI on any marketing investments so you can improve sales and growth in your company. That means planning ahead and figuring out how to use technology—including data and artificial intelligence—to enhance your marketing mix. Therefore, you need to work on your MarTech strategy first, which means getting to know more about the tech before investing in it.

You can get started on this endeavor by downloading the full eBook today: MarTech Trends: A Look at How Marketing Leaders Are Using Marketing Technologies

How to Develop the Best MarTech Strategy

What does the influx of technology mean for marketing these days? Well, it means the customer journey is not linear any longer. Gone are the days when companies could simply focus on selling products to customers. Now they also have to be active on social media and able to answer questions within minutes. So it’s no surprise so many companies are scrambling to set up MarTech strategies just to compete with other businesses. Here are some ways to start on that strategy:

  • Get great at communication. Your marketing team and sales team need to work closely together on the process of using data to the company’s advantage. You can start by making sure both teams agree on the definitions of the data they’ll use, such as what a qualified lead looks like.
  • Stick to software that has tools you’ll actually use. It’s tempting to go out and buy all the most popular MarTech programs available, but the reality is that it won’t all work for your company. Only choose software that has all the right tools for your team, which means you should first think about what you want it to do for you. Keep in mind that the best tools tend to automate processes, help you relate to your customers through data, and make the customer experience more personal. If a MarTech product doesn’t do any of this, you probably don’t need it.
  • Keep your data clean. There’s nothing worse than trying to use data that turns out to be outdated and simply inaccurate—otherwise known as dirty data. It’s a waste of resources, so make sure to keep your data clean. This means frequently checking databases to make sure all information is up to date. You should create a process to ensure that updating your data is a regular habit, not a task you do once and then forget about. Make your databases work for you.

Interested in learning more about how to use MarTech to your advantage? Just download MarTech Trends: A Look at How Marketing Leaders Are Using Marketing Technologies to find out about recent MarTech trends, common challenges, and how to create a MarTech strategy that combines marketing and technology!

Eric Vidal
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Eric Vidal

CMO and Co-Founder at Broadsuite Media Group
Eric Vidal, an industry expert with over 25 years of marketing and technology experience is passionate about providing insight and education on the latest martech trends and techniques. Eric speaks and writes for various publications like The Marketing Scope and Future Of Work to name a couple. He's also a Principal Analyst at Futurum Research where he follows and writes about marketing technology. Eric has been a marketing leader for companies of all sizes. He has extensive experience working to achieve measurable business results for organizations like IBM, Cisco, WebEx, Canon USA, West Corp., Dynamic Signal, adidas, SAP and more. Connect with Eric on LinkedIn.
Eric Vidal
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