When you walk through a floor of vendors at a conference, you’re faced with all the wonders of the marketing world. Marketing technology promises so much. Problems you’ve faced for years suddenly appear to melt away with the help of all this new software.
When you’re faced with unlimited possibilities, excitement can take over. But really, you know better. No single solution will solve your problems. The tech itself is only a tool. Meaningful results require a mental shift. If technology’s designed to help you execute programs in a new and better way, then plugging it in to the marketing framework you have now largely defeats the purpose.
Martech investment should become an opportunity to upgrade your current approach. That’s not easy, but it’s doable. And you’ll get so much more out of your investment if you make the changes to your overall marketing organization that allow your team to use the tech as designed.
In the Decision Stage: Clarify Your Goals for New Martech
One of the most important parts of making your martech work for you is making sure the products you go with match your particular needs.
That requires talking to people in various marketing positions. Bring people from different departments and teams into the purchasing process. Talk to them about their particular challenges and needs. Long before you reach the point of purchase, clarify what you want your new martech to accomplish and what features are required to pull that off.
Create a Plan for Implementation
Once you decide a certain type of marketing software is, in fact, what you need, start working on a plan to implement and drive adoption. The greatest piece of marketing technology in the world won’t do anything for your business if your team isn’t convinced it’s worth dedicating the time to learn.
Your technology onboarding plan needs to include training in the product itself, but it should also take into account how to implement best practices in what the solution is designed to do. You don’t just want to teach your team how to use a marketing automation or marketing performance management tool, you want to teach them how to better execute automated campaigns and better conduct planning.
The first step in your plan should be making a case to your team as to why the additional learning curve is worth it. You need your staff to embrace the initiative if things are to really take hold.
A good marketing vendor will provide training and resources for the product as well as best practices for the marketing approach you’re helping your team learn. Let their experience guide you, while continuing to listen to your team and take their feedback as you go.
Start a Cycle of Improvement
A truly useful marketing technology product shouldn’t be something that only helps you improve things once. With how sophisticated data collection and analysis is today, your martech should empower you and your team to continually improve over time.
Every new program or tactic produces data that tells you how to perform better in the future. Part of your implementation plan should include creating a marketing framework that encourages ongoing change and improvement. When you have the technology that allows for real-time marketing planning, you have the means to constantly make informed decisions that produce better results.
No technology can create a cycle of consistent improvement on its own, but as part of a larger system and framework committed to using the technology to make it happen, you can put the cycle into motion.Icon made by Freepik from www.flaticon.com is licensed under CC BY 3.0