With many marketing tools available on the market, a well thought out B2B MarTech stack can make many of a business’ marketing processes run more smoothly. From converting leads and measuring campaigns to enhancing customer experiences and automating time consuming tasks, MarTech solutions shouldn’t be overlooked.
It’s not enough just to have the technology there, however, you must integrate and optimize your MarTech stack to the best effect. If not, you’ll find it’s not performing at its full potential.
Being aware of the most common mistakes made in relation to B2B MarTech stacks will help you avoid them.
Most MarTech stacks begin with one or two tools purchased to perform certain functions and it isn’t until the marketer is a few campaigns in that they realize they should be integrated together. This can lead to the prioritization of purpose without a clear strategy about how the best solutions can be achieved.
Marketing technologists are the experts in MarTech tools so it’s vital you turn to them for help and guidance. They’ll ensure your stack is integrated, optimized and makes sense, to meet the needs of the organization and will automate all the necessary areas of your marketing to make everyone’s job easier.
Just 12% of marketers believe the value created by technologies is significant, according to research from Leadspace and the Marketing Technology Industry Council. Such a low percentage demonstrates the disconnect between automation and the people who should be using it day in day out. In order to justify the time, money and training that goes into implementing MarTech, it must be shown that the outcome improves processes throughout the organization.
It’s a fine balance between making the most of marketing technology and losing the human element of the business. The advancements in MarTech and development of your stack shouldn’t be at the expense of your authenticity, as this can lead to a lack of engagement with your customers.