What Martech Is And Why It Matters
Martech is an important concept in today’s marketing landscape that you may not have heard much of yet. Martech Today defines it as “the blending of marketing and technology. Virtually anyone involved with digital marketing is dealing with martech, since digital by its very nature is technologically-based. The term “martech” especially applies to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives.”
We all know marketing and technology have been blending for years. Digital marketing is now at the forefront of most marketing and media strategies. Couple that with the advancements we are seeing now in marketing automation and big data and technology is at the epicenter of the marketing universe. If you’re not taking full advantage of martech here are some of the key benefits:
It makes tasks easier – the ability to automate a lot of tasks and have data available at the push of a few buttons. Dropping campaigns in a day or two versus weeks and months is really amazing when you think about it, and the ability to see how they are doing in real-time is the feedback we’ve all craved. That ease of use and access to data that makes us better marketers is truly an advantage we have over the analog age.
It efficiently enables the sales process – one of the greatest challenges for marketers that directly support sales efforts is giving salespeople an easy to execute program. Martech is really making that happen. Salespeople have so many things to do that sometimes the deliberate, brand building things that have to happen regularly get lost unless marketing makes it easy. Martech gets sales and marketing on the same page more consistently and narrows the gap between idea and execution.
It moves us towards making the right connections at the right time – the more we can know about how customers and prospects behave the greater our ability to reach them at the right time in the proper channel. When you see it at work with the right strategy and mindset it really is transformational.
It creates process and structure – one thing that marketing departments regularly struggle with is the line between people and processes. Sometimes, especially in a smaller department, they are one and the same which causes larger problems if someone leaves or moves into a different role. Martech allows a marketing team to capture learnings and best practices plus automate goals and tasks that are enterprise critical. People will never be removed from the process, but the more structure that is in place the more insulated your department may be from losses in human capital.
If you don’t have a martech strategy in place – one that deals with both the customer-facing and operational needs of your marketing team – it’s time to put one in place. It can give you both competitive advantages in the marketplace by giving you structure and information never seen until now.