B2B enterprises today have multiple tools, technologies, and applications seamlessly integrated into their MarTech Stack.
A recent report shared by Sharp Spring, partnered with Ascend2 in 2021, titled “The State of MarTech,” suggests that nearly 44% of the respondents have four or more tools to execute their marketing strategy. The study also highlights that despite all the tools in the MarTech stack, they still face difficulty with attribution, lead quality, lead volume, and more.
Enterprises have to shed a significant amount of their financial resources to develop, maintain and upgrade their marketing tech stack. If the B2B marketing teams still face challenges in executing the campaigns, all the efforts and money are in vain. CMOs should consider designing and implementing workflows that optimize the presales tech stack utilization to improve the business ROI.
Below are a few strategies that CMOs can consider to improve the utilization of MarTech tools:
Analyze the existing MarTech Stack
The core purpose of investing in a presales tech stack is to support the marketing operations. Enterprises, while optimizing the MarTech stack utilization, should consider evaluating their overall goals and workflows set to achieve them. Determining the short-term and long-term goals will enable businesses to understand the technology capabilities required from the marketing tech stack to achieve business goals. Once the businesses have an overview of the gaps in goals and strategies to achieve them, they can audit their current MarTech stack to understand its success.
CMOs should consider interacting with the stakeholders, presales, sales, and customer success teams to identify all the tools in the current infrastructure. Additionally, it is crucial to get input from all the users about the challenges they face in using the system to accomplish their daily operations.
Determining the difficulties faced by the users to leverage the marketing tools is exactly the gap that hinders complete MarTech stack utilization.
Moreover, CMOs can set regular audit processes of deployment and usage of tools.
Ingrain agility into the MarTech stack
Market and customer demands are changing in the fast-paced business environments; businesses need to adopt agile marketing strategies to deliver more value and reduce waste in such a competitive market. Adopting proof of concepts and short time-limited periods of work will enable businesses to gain the MarTech agility it requires to scale their business by utilizing all the tools available.
Ensure seamless integration
B2B enterprises need to strike a perfect balance between hyped marketing technologies and potential challenges of integration in a best-of-breed approach to make the most out of efficiently integrated suites. Even the best MarTech vendors in the market will have to compete for business; if the company takes a best-of-breed approach. CMOs should consider analyzing the vendors based on the required technical capabilities to generate business value. It is crucial to have a seamlessly integrated MarTech stack to improve the utilization of the tools. Integration gaps between different applications will result in getting the desired results. CMOs should consider selecting new tools that integrate well with the existing marketing tech stack to optimize the utilization. Enterprises need to overcome the current talent and training difficulties by depending on skilled internal resources or by partnering with a third-party integration vendor to ensure seamless integrations. The MarTech stack that is seamlessly integrated will deliver the desired outputs and improve the utilization of marketing tools.
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