What do you do if your B2B marketing communication needs a technological boost?

If your B2B marketing communication isn't working, then just adding more tech to your stack for 'a technological boost' is never the answer. If you are not satisfied with the results of your marketing activities, start with the basics. Talk to customers, do proper segmentation, look at your positioning, update your messaging.

Evaluate your current marketing communication strategy before exploring new technologies. Identify any gaps or inefficiencies that need to be addressed.

First ask yourself: “are we utilizing our current tech to its full potential?” If not: it is most likely a people problem. It is easy to look for a shiny new tool, and their sales people will tell you that it will fix any problem. But you might end up like Catbert, who called customer support to complain “I bought your new home exercise equipment, but I am still lazy”

Regarding the B2B marketing, The perfect tools are to use the appropriate channels of communication regarding your target (channels are being updated regarding the AI evolution). If your target is for example technology societies, your social media advertising must touch the right person (Persons who are taken the decision of purchasing). After using social media, your society must participate in the top technology panels. To gain the targeted client (societies), your enterprise must be if possible their client. However, an updated CRM software (which offering different functionalities) is always necessary to follow and gather the evolution of the new client acquisition.

If your B2B marketing communication needs a technological boost: Implement a CRM system to personalize communications and track interactions. Utilize automation tools for consistent, timely email and social media campaigns. Leverage AI for data analysis to tailor messages and predict customer behaviors. Adopt chatbots for instant, 24/7 customer engagement and support. Upgrade to advanced analytics platforms for deeper insights on communication impact. Incorporate AR/VR for immersive product demonstrations and experiences. Adapting tech advances can enhance reach, personalization, and measurability of communication efforts.

Explore marketing tools that offer automation, analytics, and integration capabilities to streamline your campaigns and lead nurturing processes. Marketing automation platforms can help you optimize workflows, while analytics tools provide valuable insights into customer behavior and campaign performance.

Make technology a priority for everyone in the team. 1. As a leader what tools will improve specific processes and teamwork? 2. Assign team members the responsibility to research tools in areas of improvement each quarter. Sometimes a small improvement in someone's day-to-day life can have a big impact on the team.

Depois de identificar as melhorias, dedico tempo para pesquisar as ferramentas tecnológicas mais adequadas. N?o escolho a mais popular, primeiro avalio se ela se integra com as ferramentas existentes e se é escalável. Quando o assunto é ferramentas de automa??o de marketing, por exemplo, foco principalmente naquelas que podem automatizar tarefas repetitivas e liberar meu time para focar em estratégias mais complexas.

The technology offering is nowadays huge. Researching can be dispersive. This is the way I approach it 1) ask ChatGPT4 to give me a list 2) refine with Google 3) Look for comparative articles But, most importantly, speak with peers! Most probably they will have already solved the problem you have. Their "real life" voice is probably very helpful.

With your needs in mind, delve into the vast B2B marketing technology (martech) landscape. Research tools like marketing automation platforms for streamlined lead nurturing, customer relationship management (CRM) software for improved personalization, and social media listening tools to understand audience sentiment. Don't be afraid to leverage online review platforms and attend industry webinars to gain valuable insights from other B2B marketers.

Incorporating new technology into your current marketing workflows can feel overwhelming. Begin by developing a clear implementation plan that specifies how and when you will deploy each new tool.

While creation of a plan is important, do not be overly dedicated to your timeline. The only constant to an planned integration is going to be disruption and issues. Challenges with testing the solution, problems with go-live are innevitable. Whatever solution is being implemented plan for more resources than you think you will need and plan for everything to go awry at the last minute then adapt as needed. You can always count on Murphy's law just have a plan what you'll do when it happens.

Es hilft hier, wenn eine Person im Team sich richtig tief in ein Tool einarbeitet. Danach k?nnen die anderen Mitarbeiter gruppenweise geschult werden. Dabei sollte allen deutlich gemacht werden, warum dieses neue Tool n?tig ist und wie es den Mitarbeitenden in ihrem Alltag helfen kann.

Integrar novas tecnologias exige um plano detalhado que minimize interrup??es nas opera??es diárias. Para isso, defino um cronograma para implementa??o e me asseguro de que toda a equipe está treinada e confortável com as novas ferramentas. Também é interessante come?ar com testes em pequena escala antes de uma implementa??o completa para ajustar processos conforme necessário.

Create a timeline for staging of the new tool, and then implementation. On the day you plan to launch the new tool you'll have the correct team members oversee the process and have a checklist to ensure it's working. Training can be improved here by documenting the setup process, saving links to the help desk, resources, and any other user setup tasks. Companies that make a training center with SOPs and video explainers will save time on explaining the tech to new hires.

Pilot test the new technology in a real-world scenario before fully committing to it. Closely monitor the results and be ready to make necessary adjustments.

O teste é fundamental para garantir que a tecnologia vai atender às necessidades específicas da empresa. Come?o com testes piloto e monitoro o impacto através de métricas específicas. Nessa hora é importante se manter aberto a feedbacks e pronto para fazer ajustes rápidos, garantindo assim que a tecnologia contribua positivamente para seus objetivos.

Make sure the test phase involves the people who will use the new tool and technology. In the end, they are the real customers. Without their endorsement, technology adoption will never work. And make sure the test is long enough to allow for "adaption": it takes a while to overcome the resistance to change.

Technology is an ongoing journey, not a one-time fix. Once you've implemented your chosen tools, dedicate time to testing and adaptation. A/B test different marketing automation workflows, personalize content based on CRM data, and monitor social media listening insights to refine your B2B marketing communication strategy for continuous improvement.

Never set up a campaign, integrate a tool, invest in more martech without testing and optimising. Marketing is a never ending game, you will never be 'done' or 'fully optimised' - there will always be room for improvement or new capabilities that need to be included in your strategy. Make sure you're taking a step back, testing, analysing and optimising.

Prospects are usually looking at your product because they are solving a problem they don’t know much about or they have a current solution that isn’t working. Gather intel on their pain points and use triggers to set them into a nurture stream consisting of custom content overcoming the pain points using your product. This requires great detail of behavioral knowledge of your customer and competitive intel.

Utilize Automation: Implement marketing automation platforms to streamline tasks like email marketing and lead nurturing, allowing for personalized communication and efficient campaign management. Leverage Data Insights: Utilize customer relationship management (CRM) systems to centralize customer data and tailor marketing communications. Additionally, use analytics to optimize content strategy and target high-value accounts effectively. Embrace Emerging Technologies: Explore and experiment with emerging technologies like AI, video marketing, and virtual events to engage with B2B audiences in innovative ways, fostering deeper connections and driving meaningful interactions.

One of the best capabilities of martech is the option to personalise your content to your target audience. This can be based on persona, funnel stage, certain online behaviours and the list goes on. Without being too 'creepy' and stating why you're reaching out or telling your customers how much you know about their journey with your brand, use these capabilities to reach out at the right time, to send them the right message. And booom you will be converting like crazy!

Monitoring results is key, especially because technology changes so quickly it's key. A B2B marketing technology stack is ever changing. I would recommend - when looking at KPIs - not to focus only on the quantitative one (eg. how many more leads a technology brought) but also on the qualitative ones (eg. people actively using a CRM versus NOT using it at all).

assess whether it is a tech problem, or a people / strategy / process / segmentation problem... - do you have the right capabilities in the team? whether that using the existing tech stack, or making the most out of the current offering - strategy: evaluate your marketing strategies and refine them to better align with your business goals (andddd audience needs) - process: does the team know the process? are they adequately trained and equipped to handle your demands of the marketing communication process? - segmentation: refine your audience segmentation to ensure that any comms is targeted and personalised. do you know who your ICP is? do you know their pain point? do you know where they hang out?

Start with the big fish. The smaller ones are always easy to implement but the big ones will push your MarTech forward. As soon as you've proven the big ones will work, it's easy to also implement the small ones.

Uno de los más grandes paradigmas qué he aprendido a derribar, es que cuando se habla de B2B, sólo se suele pensar en que el público objetivo son otras empresas, sin embargo, la interacción que tenemos en el B2B es con Personas, tan emocionales como cualquier otro ser humano. Por lo que siempre sugiero que trabajemos un Buyer Person inclusive antes de evaluar las necesidades, tal como se sugiere aquí en el punto 1. Tener un perfil de Buyer Person nos ayudará a tener una interacción mucho más humana en cualquiera de los puntos del journey, y permitirá incorporar esos insights de gran valor en cualquier estrategia digital. No olvidemos que la gestión B2B involucra a personas ayudando a que otras personas realicen mejor su trabajo. Carmen.

New and advanced technologies are great and most companies adopt it to automate and help improve efficiency. But consider that you’ll need to get someone to use it. So, you’ll either have to hire expertise or provide training/resources (reskilling). Are you prepared to do that?