Marketing technology, called Martech is now the single most significant area of investment for marketing resources and programs, according to the latest Gartner CMO Spend Survey
Modern marketers understand that digital marketing requires some marketing activities to be automated. Marketing automation software and technologies and the associated marketing technology landscape has over 9,000 vendors.
What does a modern-day marketing department look like? What are the essential skills needed to build a performance-driven marketing team and an effective marketing plan?
The talent pool for top digital skills is scarce. A top priority for the chief marketing officer is to hire and develop talent that has the digital experience and can integrate well with the IT department.
If youíre considering partnering with a marketing group to develop your brand and increase leads, understand that the industry has been rocked by the explosion of streaming media.
And what has become a digital revolution. Today, there are over 9,000+ marketing and sales apps, platforms, systems, and technologies. So where do you start?
Today, the adoption of Internet technology on handheld devices and every other screen imaginable has allowed unprecedented access to research that influences the sales cycle. This has been the most earth-shaking phenomenon to hit the advertising world since the rumor that Don Draper was giving up booze.
Forget traditional advertising and its content spread across the digital landscape that is now driving web traffic, leads and sales. Smart marketing directors have adapted the use of technology.
They do this by increasing focus on market research, target market segmentation, and customer and prospect personas through analytics, and by creating a new role within their organization: the marketing technologist.
Does Your Marketing Department Offer MarTech?
As marketing technology investments increase, marketers should expect increased visibility into digital marketing performance. Direct channel attribution should be a top priority for digital marketers and organizations looking to innovate and advance their marketing programs.
One of the most important marketing department interview questions is about their familiarity with marketing automation technology. This technology can help increases user and social engagement by driving relevant content to the right consumers Ė at the right time.
It allows you to create a connected customer experience and one that can be built to scale. If done right your customer services and marketing efforts will improve.
Customer relationship management is digitized, with automated workflows and drip campaigns to ensure that your customers are getting the information and engagement velocity they wanted.
The best marketing departments can track the interests of a target segment, send a segment-specific email, track when itís opened and if the consumer followed your call to action.
This is all done with Googleís UTL tracker. This tool allows you to add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics. Use these URLís to tracking the landing page’s performance all in Google analytics.
Forget old school ďcarpet bombingĒ mass blast emails. These are all right once in a while but personized emails will boost open rates and conversions. By automating your B2B marketing programs, where possible, drives more sales leads and sales.
There is a lot of marketing technology out there but not a lot of marketing talent familiar with it. Capgemini Consulting reported in Digital Talent Gap that 90 percent of companies lack skills in social media, mobile, internal social networks, process automation, performance monitoring, and analysis. Your marketing team must be immersed in these areas, and aware of new trends.
Skills of the MarTech-driven organization
Foremost, they are content developers, skilled at telling your story. Content includes your website, emails, social media, white papers, webinars, blogs and more. MarTech gets this content to the customer. Market segmentation, SEO and lead scoring to allow the tech-savvy marketing agency to:
MarTech blurs the line between marketing as an art and science. The tech-savvy marketing department should use:
Marketing automation refers to the software that exists intending to automate marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.
Customer Relationship Management (CRM)
Your CRM platform gives your marketing and sales teams the ability to manage one-to-one relationships with sales leads, prospects, customers, partners, employees, and other stakeholders.
Most sales funnels are driven by database marketing. If your marketing group doesnít have CRM experience, how will they help you manage relationships with leads, prospects, customers, employees, partners, media and other target audiences? If your marketing group doesnít know Salesforce, Nimble, Hubspot, or InfusionSoft, they arenít keeping pace with the rest of the world.
Content marketing and development and the ability to write persuasive marketing copy for all marketing channels is the most important marketing skill. Your staff needs to create content your prospects will read, love and share.
This requires that you have a good content management system (CMS) like WordPress, Drupal, Shopify, WIX, or Squarespace.
If you use contextual email programs, you will win the battle of SPAM folders and the delete button.
The best email marketing solutions are integrated with your CRM and marketing automation.
Social Media Tools
Social media technology allows you to move beyond ďfollowersĒ and ďlikesĒ and show the value of social media activity. You must use social media channels to boost brand awareness, generating leads, nurturing prospects, connecting with peers, and engaging customers.
Some of the best tools out there today marry analytics to a delivery mechanism for content order to reach multiple social media outlets. Hootsuite and Buffer are some of the best in the industry.
The importance of technology and analytics cannot be discounted in todayís digital world. Your agency should be creative ó and tech-savvy.
Finding the right hybrid digital marketing agency will ensure your business stays ahead of the latest innovations in content and technology. Missing the MarTech boat will guarantee that your business will drown in the vast digital ocean.
Wrap up on marketing department must use marketing technology
The quick-changing marketing technology evolution opens up endless possibilities for CMOís and brands. But this also creates a challenge for marketers who already struggle to keep up with the rate of change.
The high-performance organization builds technology frameworks that can scale and adapt as the new solution and opportunities emerge and as customer interests, preferences, and behavior change and evolve.
You must prioritize technologies based on business goals, and fit your technology strategy to your overall marketing strategy.
Thereís no way of telling how many new marketing tools will be available. Although more marketing technology is bound to hit the marketplace, itís essential to consider how you move forward with selecting, purchasing, and using new tools.
Itís exciting to be ahead of the curve, but will ask yourself: do we need this program? Is this addressing an issue we have been dealing with? Will this improve our ROI or our ability to prove ROI?
If the answer is no, file the ďcutting edgeĒ tech away for another day and remember how much easier everything has gotten since you simplified.
Keep it simple and start slow.
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