//The error of the martech battery: it's not about technology
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The error of the martech battery: it's not about technology



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Last week, I had the privilege of joining other specialists marketing, industry leaders and innovators at MarTech West in San Jose. I've attended a few fascinating sessions on all topics, from tracking marketing assignments to highlighting the new stack of omnichannel marketing, to acquiring the automation technology of the world. appropriate marketing. I've read an article about a new product published at the 19459007 conference aimed at "reducing long sales cycles by discovering the best prospects and helping representatives communicate with them at the right time." ".

I was going home to San Francisco that night, thinking of all the conversations I had that day. I realized that we, the marketers, including myself, were always doing the wrong things. There are so many technologies that we are working to automate – emails, live chats, content recommendations, and so on. And that will only increase: the DemandGen Report states that 63% of marketers plan to increase their marketing automation budget next year.

What is the attraction of automation? Well, 74% of marketers say that the biggest benefit of automation is time saving. Saving time is a good goal, but we can not value our own time more than the time of our prospects. A commitment to quality is worth the time and resources we devote to it. We need to continually bring value to prospects at every stage of the process – rather than looking for a single point of contact to whom we can assign our MQLs. I realized that there was a stack error martech.

Let's take a step back first and see a bigger and simpler problem that torments us: marketers are becoming too binary. We look at everything in black and white. Either a certain point of marketing contact led to an MQL, or it was not. Either a video was watched or it was not. We implement solutions that help us achieve our main goals or our clickthrough rates or not.

But we should take a much more comprehensive approach. Excellent marketing should not be a formula. If that was the case, we, the marketers, would no longer be needed. Excellent marketing means that you bring value to every point of contact, not just one. And good marketing certainly has no solution or specific technology to automate the pipeline. This is precisely the misleading mistake of marketing: marketers can not add many different technological solutions and expect that the sum represents an increase in prospects and revenues. We do it too often.

Technology is being invented at breakneck speed to manage, control and shut down other technologies. Anti-spam filters. Automated responses by email. Those who do not have access to these solutions feel excluded from the latest fad. It has become a technological arms race, but it is a waste of time and resources to implement technology just to get it. Marketers nevertheless implement them because they feel compelled to acquire these solutions – it is better to fail with them and cover your bottom than to fail without them.

"Marketers need to ask what is the purpose of the technology – and it must be at the service of the human experience," said Riverbed Executive Director Subbu Iyer last week. at the MarTech West conference. "How can we better evaluate technology? Think about it from a human context. "

It's not just a technology problem. For the solutions we use, we need to do a better job of training people and developing processes to maximize technology. We are all guilty of implementing the technology and waiting for it to solve all our problems. At the same time, some solutions are not optimized because only specific members of the team are exploiting them when they could bring broader value to other departments. Walker Sands found that 56% of marketers believed that their sales and marketing teams were siled; Teams can become territorial about solutions as a way to justify their work. This not only creates resentment, but also limits the results achieved with the corresponding solutions.

Technology has undoubtedly evolved rapidly. It can be difficult to follow. But we, the marketers, are used to saying that everything in marketing has changed in the last few years, and it's different. Yes, we have a technology more sophisticated than ever, able to track unprecedented data on prospects, and that has reorganized our daily operations. But that does not say everything.

"Do not get me wrong, there are many innovative and exciting technologies, but in the end, what counts here is the ability to have a great strategy, to understand who your are. customers and to. . . create compelling connections with people, " states Scott Brinker, vice president of platform ecosystem at HubSpot and editor at chiefmartec.com . "The heart of marketing has not changed, even though all the sophisticated technologies we have around us are new." and that was his strategy. But if ABM is a buzzword, it's not necessarily a new idea. It's a personalized marketing focused on your most important accounts. It's not revolutionary. The fact is that marketing has always focused on delivering personalized (and valuable) messages to prospects. It has always been about getting involved in the right way at the right time and understanding what really matters to those you market to and how you can help them. And no matter how much the marketing stack changes – this marketing truth will not do it.

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Associated authors are listed here .

About the Author

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Joe Hyland is the marketing director of the largest webinar platform company, ON24 where he is responsible for the global marketing of the company. , communication and branding. He has more than ten years of experience in creating and marketing innovative products in the enterprise software and SaaS markets. Prior to joining ON24, Hyland was Taulia's marketing director, leading the financial supply chain in the SaaS market. He holds a bachelor's degree from Dartmouth College.