NEJM.001

Digital Marketing, Marketing Technology

Your Sales and Marketing Technologies are Only as Strong as Your Strategy

In recent years, we’ve seen a staggering proliferation of marketing and sales technology platforms and solutions. In fact, in 2011, there were roughly 150 marketing technology companies in existence. In 2019, that number sits somewhere around 7,040.

It’s a fascinating time to be a marketing professional.

Whether your brand is looking to optimize its content journey for prospects, wants to streamline the sharing of social updates, or wishes to create customized sales experiences for your sales executives, there are countless options for achieving your sales and marketing objectives using technology solutions.

It goes without saying that the most successful brands in the world are effectively using existing and emerging technologies to streamline their marketing and sales efforts, but technology alone is not the answer. While a marketing automation or sales enablement platform can be a secret weapon for your brand, it’s useless if your secret weapon doesn’t have the proper ammunition.

Strategy is your ammunition.

From a brand strategy standpoint – what story do you want to tell – to a content strategy standpoint – how do you want to tell that story, it is critical to create aligned plans that feed your MarTech platforms. Without them, you have an empty, under-utilized technology shell that you are most likely paying way too much for. Think owning a Ferrari before you’ve learnt to drive!

Hubspot is one of the most popular marketing automation platforms out there. Indeed we use it ourselves here at Brandigo, but if you are only using platforms such as this for email marketing it is an expensive tool going to waste and you could be using something like Constant Contact for a much better ROI. Why invest in expensive sales enablement technology if all you are doing with it is housing PowerPoint presentations? Just use PowerPoint? The examples are endless, but you see the point. Having a platform in place or creating your own marketing tech stack is much different from using them effectively. 

With a strong, data informed strategy in place and clear plan of how you are going to tell your story, smart use of marketing technology can elevate your business results.

So, with all of this in mind, here are our 5 top tips for getting to grips with your marketing automation tech:

Take a features inventory

Know exactly what your potential new platform can do and have a strategy in place that uses as many of its capabilities as possible. Be honest with yourself here and acknowledge what your own limitations are. Look at how your tech platform can address these, not expose them.

What does success look like?

As with any other aspect of your marketing strategy, what it is you want to achieve? How are you going to measure and analyze your progress? What metrics does your marketing tech platform provide and do you know what they actually mean for you and your strategy?

Don’t forget the human

Figure out what still needs a human touch and identify who in your organization will be responsible for it. You might have to invest in some additional resources in order to use your platforms to their potential, but this will pay dividends.

Write it all down

Picture this scenario. You have invested in a new marketing technology platform and have trained a member of the team to be the expert manager of the system. Everything is going great, your sales funnel looks healthy and you can focus on conversions. Then, the aforementioned team member takes sick and will be off work for an extended period of time or has a better offer from elsewhere and quits. Don’t lose all that knowledge and expertise. Have a manual in place that all your team is familiar with and which can be used to bring new team members up to speed quickly.

Regularly review.

Just like any other element of your marketing strategy make sure you are regularly reviewing all your automated processes and platforms. Are you still optimized? Are you still getting the right results? Is the correct data still flowing in the right direction?

Looking to build your brand through marketing technology deployment but need help laying down the foundations first? Brandigo can help you develop your brand strategy, map it to effective messaging, and increase engagement with prospects. Get in touch.

With a strong, data informed strategy in place and clear plan of how you are going to tell your story, smart use of marketing technology can elevate your business results.

- Chris Langathianos

Global Vice President of Brand Strategy, Brandigo

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