In the past, when good data was scarce, knowing exactly what these might be was difficult. There are two processes you have to go through to simplify your marketing tech situation: evaluate your data questions and evaluate your current tech platforms.ĭata questions are simply the questions your team answers by referring to data. But it's likely going to require some hard evaluation of what your team does, and then a long untangling of the data you already have. The good news? There is absolutely a way to reduce your B2B marketing technology stack. Today, our access to information has swung to the other end of the spectrum, and marketers are drowning in it. Even just five years ago, the primary challenge for marketers was being able to gather accurate and useful information. Around 53 percent of marketing executives reported feeling "overwhelmed" by the amount of data that their platforms provided, while another 67 percent reported having to move through too many dashboards to find information they wanted. The same Conductor study found that this likely isn't the case. On the other, research from Conductor has found this means that 31 percent of marketing executives now report using more than 10 different pieces of marketing technology (with an additional 7 percent of marketing execs reporting that they've broken the 20-pieces-of-tech ceiling).īut these values might not actually be concerning if all of this tech is enabling marketers to do their job better. On the one hand, the resulting competition has meant a load of more effective fixes for more marketing problems. Between 20, the space for tech providers has grown from 150 tech options to over 3,500 (with recent measurement even leaving out more "general" tech like databasing software). It's not hard to understand how we got here.īetween an ever-accelerating pace of competition in the digital space and tech development providing new solutions seemingly every day, the marketing tech space has grown rapidly crowded in just the past 5 years. But for all of the cost, work, and headache, does all this technology actually help your brand tell its story more effectively? The Playing Field The data team wants a double check a stat they aren't certain is correct, while the web team is equally concerned about a figure that they just discovered is definitely reporting incorrectly-and that is going to affect web reporting as a whole.ī2B marketing today presents thousands of challenges, each of which seems to have between one and fifteen technological "solutions." It's easy for everything to stack up on your team, and before you know it, your marketing mix is a tangle of mismatched reporting, tiresome manual inputs, and arcane pathing that only one person on your team fully understands. The advertising team is having trouble tracking down a figure, while at the same time the executive board is curious to see a breakdown of the previous quarter's web traffic and lead information. On her computer monitor, the logins, dashboards, and control panels of a hundred different pieces of marketing technology crowd the screen. And yet, she couldn't possibly feel more crowded. On her desk there is only a neat stack of paper, her phone, and her computer. The space is cleanly decorated, sparse, and tasteful. ![]() The VP of marketing at a B2B technology enterprise sits in her office.
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