How can you maximise the effectiveness of marketing technology? My experience tells me it’s by hiring and developing the right people:
Here are some dos and don'ts from my time as both an agency and in-house marketer.
✅ Enable specialists to use the same technology frequently. I've seen how the more involved and invested marketers are in using specific technology, the more enthusiastic and inventive they become in using it.
✅ When budgeting for technology, factor in partnerships. Vendors seldomly provide sufficient support and more complex technologies will require roll-out partners.
✅ Test how intuitive the technology is for easier adoption. Ask potential users to do this so they buy in to the testing process.
✅ Work with vendors who have a proven track record of helping users. Be sure of the support and training they provide and the quality of online tutorials. That means asking their customers searching questions
❌ Invest heavily in technology and then lightly on the people to make it work.
❌ Overinvest in bells and whistles. It makes adoption harder and can be a waste of money. For some of my SME clients, Mailchimp is a perfectly good solution for email marketing alone, whereas for others, rolling out Hubspot and Marketo has been more appropriate.
Martech is one of many B2B Marketing subjects I discuss with Peter Sumption in episode 153 of his excellent Marketing Study Lab Podcast. We also discuss the importance of talking to customers, the differences between B2C and B2B marketing. Check out the podcast on Spotify and all other good podcast providers.
Achieve B2B Marketing