SALES & MARKETING ALIGNMENT
How to Use New Marketing Tech to Boost Sales
JASON WRIGHT
Most marketers receive a deluge of offers to improve ROI and productivity. The problem is selecting the right ones.
As technologies advance, new pos- sibilities open up. Almost a third of marketing executives now spend more than $100,000 per year on marketing technology (martech). To become a champion in martech to- day, you might need to enter artificial intelligence, voice recognition, virtual reality, and much more.
It can seem overwhelming. But, as the old adage says, “You fail to reach 100 percent of the goals you don’t set.” By looking within your own business for
26 | JULY 2019 SELLING POWER © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
inspiration (and using a few extra guide- lines), you can navigate to success.
WHAT ARE YOUR OPTIONS IN NEW MARKETING TECHNOLOGY? Choosing the right marketing tech- nology solution has become harder than ever. Why is this? In short, be- cause there are: • Eight different categories of martech (advertising, content, ex- perience, social, commerce, sales, data, and management)
• Fifty different sub-categories (search, mobile, video, influencers, CRMs, e-commerce, sales enable- ment, analytics, collaboration, etc.)
• More than 6,000 technology solutions (Thunderclap, Oracle, Zendesk, Contently, etc.) And that’s not including those that joined in the past year! It’s an ever-evolving ecosystem. As technology advances, martech grows with it. There are now opportunities in live chat, data science, mobile, cloud services, and much more. Some platforms will integrate more than one of these channels; others will focus on one specifically. Broadly speaking, martech can be
broken up into four categories: • Experiences: crafting the custom- er-facing content such as email, mobile, influencers, events and Webinars, social, and video
• Operations: audience and market data, channel marketing, assets,
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29
