Three Ways B2B Marketing teams are Failing their Martech Solutions (And How to Fix Them)

Martech solutions have swept the enterprise landscape with B2B organizations seeing its potential to transform their marketing to get the best results. Unfortunately, the growing number of martech solutions makes it difficult for CMOs to choose the ones that can yield them the desired outcomes.

In order to survive and potentially thrive in today’s enterprise landscape, B2B organizations need to get maximum ROI from every penny they spend. It is important that they use the best tools that enable them to achieve their goals. With an array of solutions available in the market, B2B marketing teams should be able to build an optimum solution for their marketing strategy. However, according to experts, many marketing departments believe that their martech stack is not good enough.

So here are a few mistakes that the marketing department may be making, if their martech solution isn’t living up to their expectations:

Having the wrong solution

With too many martech solutions having different features and benefits, marketing departments tend to get overwhelmed in their search for the perfect solution. This leads to some choosing tools that are not a good fit for the needs of the organization. However, it doesn’t mean that the situation cannot be fixed. Organizations should consult with martech agencies that can help them identify the best solution to meet their needs. Also, martech agencies can help organizations replace their existing solutions with ones that are better suited to their current needs or can seamlessly operate alongside the current ones.

Not utilizing the existing solution to its full extent?

According to research done by Gartner in 2019, marketing teams typically use only 58% of their martech stack’s full potential, despite the fact that they spend around a quarter (26%) of their marketing budgets on martech. This shows that 42% of their investment is going to waste.

If marketing teams are not able to use all the tools in the stack, it shouldn’t be a surprise if they do not get the desired marketing results. Hence, CMOs should actively engage with their teams to understand their problems and work towards effectively addressing these issues and ultimately tap the full potential of their marketing efforts. Furthermore, they should get in touch with their vendors to discover new approaches that can help them fully utilize the martech solution.

Also Read: Strategies for CMO to Ensure Post-Crisis Success

Not acting on the insight delivered by the solution

CMOs need to understand that no martech solution can transform their marketing without support from the in-house team. Therefore, they should frequently engage with their marketing teams to understand how to best use the products. They should use the martech solutions to automate mundane tasks, leaving them enough time to focus on strategy. Additionally, the marketing department should use this time to analyze the data provided by the solution and the best way to optimize it moving forward.

Ultimately, the main role of martech is to help businesses deliver compelling campaigns. CMOs can maximize their results and ROI, by investing enough time and resources into identifying the right tool and then leveraging it to its full potential.