MarTech: Managing The Ever-Evolving And Unpredictable Landscape
May 5, 2017
Every decision you make regarding marketing technology should serve a strategic and long-term purpose. But within an ever-more crowded and rapidly changing landscape, how can savvy marketers keep up? Fear no more. We’ve pulled together a guide to help decrypt common challenges faced by marketers when it comes to developing a strategic MarTech solution. Read on and learn how to adopt a winning approach to the world of marketing technology.
The Current and Projected Landscape of MarTech
As reported by MarTech Today, more than 4,000 MarTech providers exist and almost 3,360 entered the space between 2011 and 2016. These providers fall into into multiple categories — data management, content marketing, email marketing, CRM integration to name a few — and there are infinite ways to configure an optimized marketing stack (see below for this year’s latest MarTech LUMAscape).
Across both B2B and B2C, industry trends continue to signal MarTech’s authority over traditional advertising when it comes to agility, efficiency, resiliency, and ROI. In order to win, today’s new norm must combine data-driven, machine learning, and AI capabilities to help marketers derive insights like never before. LinkedIn’s latest partnership with DataSift to give B2B marketers advanced insights is a great example of these core capabilities working together. With the launch of PYLON for LinkedIn Engagement Insights, marketers are empowered to leverage data-driven content, creative, and targeting decisions to produce customizable reporting found nowhere else.
Staying Ahead of the Curve
So how can winning marketers stay ahead of the curve? As stacks become stronger, smarter and more in tune with buyers’ needs, you and your team need to remain educated and prepared to take the industry by storm. Here are three ways to do so:
First, identify marketing technology that merges all three layers of the “marketing cake,” specifically:
Layer one: Data Management, wherein information is captured, connected and activated to be deployed later.
Layer two: Orchestration, where the technology determines the ideal times and methods to deploy campaigns.
Layer three: Artificial Intelligence, which helps marketers quickly and effectively make sense of data.
This approach will enable you to obtain comprehensive, results-based solutions. As artificial intelligence integrates further into MarTech platform and expands account-based marketing (ABM), those leveraging the technology will better differentiate from the competitors. Capitalize on this trend or optimize your current stack — finding platforms to enable deeper understanding of your customer’s habits and desires.
Second, look at your marketing technology as an investment in your company’s future and think big. Will the platform sustain your growth considering the size of your customer base, and will it allow room for future scaling? Are the workflows shown to you during the demo typical for your industry and your line of work, or will you need something more extensive down the road? Alternatively, if current technologies are not helping your organization meet its goals, re-assess and re-negotiate contracts if necessary.
Finally, make sure that your team is prepared to get the most out of MarTech. Encourage the enterprise to think two steps ahead and allow stakeholders to make their jobs more effective and efficient. Avoiding marketing operational silos is also key — always remember to bridge programs and systems in order to avoid measurement overlap and waste.
An Intuitive Solution For Account-Based Marketing
Sophisticated marketers will always be on the lookout for ways to keep prospects and customers at the center and stay on the cusp of today’s MarTech curve. But, at the end of the day, the marketing technology your company uses should be part of your overall strategy as an organization—not simply a set of tools in your arsenal.
If you’re looking for a new channel to market your product or service to a precise set of individuals, LinkedIn Marketing Solutions’s newly released Matched Audiences now enables marketers to upload custom cohorts using your pre-existing network to engage the right people. Matched Audiences can managed from a single dashboard in LinkedIn Campaign Manager, wherein you can retarget website visitors, integrate your marketing automation platform or even upload your contact list to reach the audiences that matter most to your business.
The result? An innovative Account-Based Marketing method that cuts through the MarTech noise to reach a precise set of individuals with the right message at just the right time.
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