Getting the most out of your MarTech
What do you think of when you hear the word ‘martech’?
If it’s an overwhelming sense of apprehension, then I promise you, you’re not alone.
I attended B2B marketing’s Get Stacked virtual conference last month and many of the presentations eluded to the number of platforms that now exist. It’s literally thousands.
Martech should be making all of our lives easier, particularly in professional services marketing. It has the potential to address many of the challenges we face on a day to day basis. But at the moment marketing teams can’t see the wood for the trees.
It’s fair to say we’re drowning in a sea of technology.
This month we published our new report, Standing out in a Crowded Market: 5 Ways to Succeed in Professional Services Marketing, where we shared some of our advice on how to avoid ‘drowning’, while we hope, guiding you towards a stronger martech strategy that can really work hard for your firm.
So, in this blog I wanted to share 6 pieces of martech advice we shared in the report, which from listening to folk at Get Stacked, I thought might be valuable to share.
- You don’t have to buy everything right now. Think of the technology ‘spine’ that you need and start there: CMS, CRM, Email marketing/Marketing automation, Social Media, SEO, Analytics.
- Always map out your tech journey so that you’re working to a plan, however small you start. We know that cost is a barrier to tech investment. Having a plan, even if it takes you 18-24 months to implement it, will help you get buy-in from your leaders.
- When you take the first steps, take the time to get an application configured to your requirements before you move on to the next one. And be mindful that you’ll end up with a selection of tools that need to work together. There are platforms that claim to do it all, but we’d recommend building your own tech stack. It’ll mean you have the best-in-class in each area and can quickly move to adopt new tech developments when they become available.
- Create a clear email comms plan by taking the time to map out campaigns and automated journeys before you press ‘send’. Put yourself in your target buyer’s shoes and learn from their behaviour. In our research buyers told us they want marketers to be better at targeting them with relevant, timely and high-quality regular communications. What’s the right amount of content and when should you be sharing it?
- Too much gated content is a frustration named by end buyers. Think about the journey into the sales funnel and how it will play out for potential clients. Downloading high value content like reports and white papers justifies the filling in of a form. But readers will be put off if there are too many hurdles to accessing content like case studies and product sheets. You can be flexible in your approach too. For example, does every e-book need to be gated?
- Finally, always remember that your martech is just an enabler. You could have the best tech in the market but it’s nothing without quality content!
To find out more about how you can get the most out of your martech, download Standing out in a Crowded Market: 5 Ways to Succeed in Professional Services Marketing, where we share the five areas of marketing focus we think would help you to overcome your current challenges, practical tips and advice to help you stand out from your competitors, insights from your marketing peers at Adecco Group, Deloitte, EY and more, together with the 5 things your buyers want you to stop doing.