Marketing technology stress is a common issue for companies in the B2B space as the number of marketing technology offerings continues to grow at a rapid pace. With so many options to choose from, such as the most familiar ones; CRM, CDP, CMS, ABM, MA, chatbot, ebooks, web personalization, and intent data, it can be overwhelming to determine which technologies will best support a company’s demand generation efforts today.
Bigger picture
One of the key ways to improve demand generation performance is to take a step back and look at the bigger picture. This includes evaluating the business case for each technology and the overall picture including KPIs. Also determining which accounts will benefit the most from a company’s offering, and how to serve personalized messaging to these accounts across different channels, such as a company’s website, news sites, and LinkedIn. How will you ensure spending money only on those who are more likely to buy?
Integrate tech?
Another important factor to consider when dealing with marketing technology stress is determining the best type of technology to implement or integrate with another tech in your stack. Some companies may benefit from a full all-in-one solution, while others may be better served by technologies that focus on data, campaign orchestration, and insights for marketing and sales.
Smarter Marketing spend
Overall, it’s important to remember that there is no one-size-fits-all solution for marketing technology. Each company’s needs and goals are unique and must be carefully evaluated to determine the best course of action to maximize the value of your marketing spend.
If you’re struggling with marketing technology stress and need help, I’d be happy to jump on a call and offer my assistance.
