Of course, major tech brands and those already drinking the MarTech Kool-Aid have already amassed an impressive array of different products and services. Sure, you can work around a lot of it, but it’s just easier and more measurable if you don’t. While ‘the big red leads button’ is yet to materialise and a definite pong of snake oil hangs in the air, the reality is that it is difficult to successfully do B2B marketing today without at least a baseline of technology (the oft mentioned MarTech Stack). ![]() (Stare at it too long and you’ll begin to see subliminal images that’ll haunt your nightmares.) The latest version assaults the eyes with over 8,000 logos. One look at the, now frankly useless, Marketing Technology Landscape supergraphic tells us that MarTech is a massively expanding market (or else that marketers and agencies are suckers for bright shiny new things and/or supposed magic bullets). ![]() This is another genuine issue why automation has not taken over the martech space as much as it could have or should have.Today, you could be forgiven for believing that B2B marketing is primarily about deploying new and ever-more specialised technology rather than any notion of finding and profitably serving customers. One more fundamental reason is that in many cases, the cost of a marketing automation tech stack often far exceeds the value in real terms that can be quantified - to justify the return on investment. There are plenty of consultants to guide the marketers but minimal resources to work it on the ground. In my view, a lack of skills is a big reason for this unfortunate situation. As ABM takes deeper roots, more than 90% of all B2B marketers now have an ABM program and 68% use automation.ĭespite these encouraging figures, I sense that not all B2B marketing organizations are using the full potential of automation technologies in their martech stack - either because they are not yet prepared for it or because they have not realized the power it has.68% of businesses use automation in some way.Of these, 23% are automating their content delivery.92% of marketing agencies invest heavily in marketing automation integration.An intelligent self-tracking mechanism is also needed to enable scalability and even more efficiency. Infused with artificial intelligence, it is a force to reckon with. This automation has to be more targeted on the dollars spent to manage the cost better and add more value to the internal and external customer experience. Today, many B2B brands have dedicated marketing automation platforms. ![]() Even though the very concept of the CRM platform is evolving, one thing is sure: A plain CRM is no longer a workable solution or even a process support tool. A decade ago, CRM platforms like Salesforce were adequate, but not anymore. Today, the most significant chunk of this stack is for marketers' needs to be in line with business automation. Having practical tools to identify the target audience, create strategies on their requirements, customize every offering and hit the target - all of this has been made possible only by the marketing tech (martech) stacks that are at play in every plan. While the B2B segment has grown phenomenally over the last decade, it was only a couple of years ago that B2B marketing was seen as a hit-and-miss exercise.
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