The scope of Martech in B2B is tremendous. Marketing technology has made automation relatively more straightforward, especially when it comes to doing daily tasks intelligently in a company. Of late, Martech has been a force that has altered the ability and definition of marketing and has a significant role to play in B2B and the way it is optimized.
Let us go through 4 ways in which Martech in B2B is fast becoming Kairotic:
1) Campaign Optimization
Data collection is indicative of how a particular campaign performs. On many occasions, much after the success, it’s not easy to understand what exactly caused the campaign to succeed. With marketing automation in place, realizing every one of these things is a given. Likewise, you can dispose of impasse advertisements, streamline targeting, and think of cost estimations. AI’s capacity to learn and adjust instead of aimlessly observing a lot of rules is the thing that will ensure accomplishment in marketing in the coming times.
2) Email Optimization
Email is the oldest form of communication; however, its viability is still hailed and will always be by a lot of organizations across the globe. With AI, email advertisers can improve their campaigns with fewer risks and find support with titles, CTAs, and subject lines, and the email body. You can also upgrade the send time for your subscribers in an alternate time zone.
3) Social Media Strategy Optimization
With how dynamically times have changed and continue to evolve, social media has proven to be one of the most successful advertising platforms, and martech has made it far and wide superior. AI assists you with communicating with your clients irrespective of the time of the day, and you can plan your posts at designated intervals for enhanced marketing efforts. Social media has been a boon for B2B marketers.
Martech takes out the additional research required for posting via social media regarding the timelines that most clients have relied on the web so far. You can plan and build up your social media presence by incorporating the auto-scheduling of your posts. It will gather and break down information that will help develop your business.
4) Optimizing your Productivity
If the assigned software and tools are not working together, then it piles up unnecessary tasks and may stress your marketing and sales teams. However, choosing the right martech platform makes sure that seamless integration takes place and that all the tasks are completed in the stipulated time. It not only helps in focussing the respective teams on their jobs but also increases the overall productivity of your team. It is when all this while, your organization’s sales funnel is getting systematically automated.
With so many tools available in every aspect of marketing, for instance, mobile marketing optimization, account-based marketing, and social media. However, working with different tools to manage a campaign can be cumbersome since it may create compatibility problems. Therefore, the question that sort of pops up is how to choose one marketing solution that consolidates all the different tools or one that specializes in each marketing tool by selecting the best option available in the current marketplace?
Consolidating martech is the answer to the problem of operating at various platforms. Aside from streamlining the martech capabilities, companies can don’t have to spend too much time training new people to use numerous solutions, as well as get a clearer picture of their campaigns when all the data comes from one single source.
Unifying Your Technology Pack
The real advantage of consolidating your technology pack is efficiency. With a bevy of marketing tools available in the market, managing individual vendor relationships, reports, and data can be a daunting task. Solutions such as HubSpot, Oracle, and Adobe have become more than just tools and have evolved into ecosystems in themselves. This consolidation amongst various tools can appeal to marketers who aspire to have one combined view for all their marketing aspects.
Here are a couple of reasons marketers choose a single-view solution:
• A More Complete and Integrated Approach
Choosing a single-view solution gives marketers the ability to manage all their data within one environment. It can provide them insights into what’s the most effective channel, and they can make more informed decisions for their customers. However, there can be product gaps within a holistic system that can lead to pieces of marketer’s martech stack not being fully optimized. Depending on their perspective, the one solution approach can be a good or bad thing for their marketing department.
• Consolidating data and business equations
Some challenges that may arise when you are managing different relationships include having to onboard new clients, so they have a proper understanding of the marketer’s organization’s priorities. Other challenges include making sure both parties have an open and transparent line of communication and accountability in performance.
Marketer’s company collects data on the customers through various sources; the majority of the time, it’s through social media, email, and website. Collecting all this data is valuable to the company’s marketing team, sales, customer service, and other organizational functions as well. Having information consolidated into one single-view dashboard can help alleviate any gaps in reporting.
Personalize Your Tech Pack
Companies should choose a vendor who specializes in one solution is the cumulated knowledge they have about their specialization. It helps the company is not only leveraging their expertise but also a differing approach to the company’s entire marketing strategy. They may then collaborate and spot gaps in the company’s process.
Let’s see the two primary reasons why a company should choose marketing technology that has one specific focus:
1) Using and Influencing Vendor’s Expertise
When the company opens or expands its marketing strategies across a solution, vendors may not entirely focus and be attentive to their product offering. They may not wholly focus on addressing the specific challenges that the marketers are trying to solve. For instance, if the company’s solution is divided into social media management and content marketing analytics, the company will have useful tools for both, but neither would be an outstanding solution.
A typical marketing tech stack that most companies opt for:
- Marketing Automation Platform
- Social Media Management
- Data & Analytics Platform
- Video Marketing
- Content Management System
By choosing a vendor for each specialization, the company will diversify its technology pack, getting the best solution, and leveraging the expertise of each vendor. Since technology integration is so essential today, ensuring each standalone solution can speak to each other is critical too.
2) Exclude the features that are not needed by the company
Having all the technology and solutions may seem appealing; however, having too many features can dilute the core value proposition of the company’s technology. A product with a long list of features and functions isn’t an indicator of a great product, as many of those features will be unnecessary and underutilized. A great product focuses on addressing the core challenge and pain points that marketers are trying to resolve.
By choosing a specialized vendor, the company only pays for new features and updates that were designed to help resolve that specific challenge or the pain point.
Focus on Strategy, Don’t Fret Over Technology!
There will be a plethora of marketing tools available in the years to come. Implementing the latest cutting-edge marketing technology can be exciting; however, it’s crucial to define the entire strategic approach for the company’s tech stack first. The company’s marketing technology stack is similar to a mechanic’s toolbox, there’s an assortment of tools at the company’s disposal, but each specific job requires a particular tool. Having the right variety will also help the company to identify any gaps that may exist.
Choosing the correct technology needs the same approach as every inclusion needs to have a defined purpose. Every tool should have a clear and distinct objective within the company’s entire stack. Whether it’s managing social media or personalizing the website, leveraging specialized solutions for each is critical to the overall optimization of the company’s stack and ability to achieve objectives. Taking a strategic approach to the company’s martech stack ensures best-in-class technology so the company’s marketing team can make smart data-driven decisions.