According to Martec’s law, organizations tend to change at a considerably slower pace than technology does; however, in the case of economic turbulence, the two tend to catch up in order to navigate the uncharted territory of change.
We saw how the latest marketing tech trends helped teams gain a competitive edge throughout 2020. By the end of last year, the benefits of integrating technology into marketing benefits were clear and non-negotiable. Aligning marketing strategies with specific business goals ensures that technology and strategies are customized to fit each company’s unique needs.
Specifically, marketing teams linked the implementation of technology to:
– Improved ROI and productivity. As soon as teams were ready to invest and commit to digitizing marketing, they discovered the impact martech has on increasing efficiency — sales productivity improved by 14.5%, marketing overhead dropped by over 12%.
– Higher priority on system integration. Contemplating the idea of building a martech stack encouraged teams to unite workflows and processes in large-scale umbrella tools. By connecting all platforms they use via custom or built-in integrations, teams can see the impact of their efforts clearly, easily track sales pipelines, and streamline internal workflows.
– Being able to work with the full customer journey. Martech tools provide visibility into customer-brand interactions on each stage of the sales pipeline: from discovery (analyzing on-site behavior, generating personalized offers, etc.) to retention and loyalty programs (real-time support, gathering and monitoring feedback).
– Merging marketing with other operations. Marketing technology helps teams derive insights from the work done across the organization. Through project management platforms, they can collaborate with product developers and offer helpful suggestions on improving the interface and user experiences. CRMs give marketers insight into strategies salespeople rely on and requests customers share with customer success teams. This data is tremendously useful when planning content, segmenting audiences, or prioritizing distribution channels.
– Remains relevant among the competition. Through martech adoption, teams increase the speed of decision-making. Leveraging real-time customer feedback helps marketers quickly prototype new offers and adapt to changing needs and expectations. Another way to gain a competitive edge through martech integration is by leveraging added productivity and cost reduction fueled by the introduction of no-code platforms and automation tools.
Since our team focuses on helping marketers integrate technology into their processes, we are carefully watching the martech industry trends. At WTT Solutions, we believe that, in the future, martech will become even more impactful, with teams using dozens of tools to streamline processes.
Our team already contributes to fostering martech innovation. For one, we helped optimize Pitch59 — a platform that helps business owners and salespeople streamline pitching. By publishing minute-long elevator pitches on Pitch59, team leaders can discover networking opportunities, attract referrals, and raise product awareness.
Our team improved campaign performance via SQL query optimization and reduced the application size to 2 MB. These technical tweaks made the platform more accessible and helped users save time when uploading elevator pitches.