How to choose the right marketing technology for your business
Everyone has seen the benefits that marketing technology can deliver in terms of automation and providing your customers with tailored experiences that increase engagement, loyalty, and revenues.?
But the level of benefits that companies actually receive can sometimes not match their initial expectations. This is due to not considering 3 fundamentals in the selection process. As I explained in previous posts, the first two of these are:
In this final post I’m now going to cover the third fundamental – interoperability across your entire team and marketing processes.
3.???Can the platform design, build, deploy and report on all your customer journeys?
The key aim for your marketing technology is end-to-end automation across your processes, covering the workloads of your entire team. This will drive efficiency, scalability, consistency, and agility.
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However, the current problem for most organizations is that every team member is likely to be using a different tool to do their role. These solutions haven’t been designed to work together, meaning that you need to introduce manual workarounds as you transfer data and actions between team members and their tools.
What you need is a single, interoperable solution that delivers end-to-end automation, built on a single, consistent data source.
Therefore, extensively test your proposed marketing technology platform across your processes and with your entire team. Answer the key question: how easily can your marketing team work together to design, build, deploy and report on your customer journeys? Use this to guide your selection – if it can’t improve on what you already have then it won’t help you optimize your work.?
Taken together, I believe these 3 fundamentals can make the difference between success or failure when choosing marketing technology. They directly translate into solutions that improve the experience for customers and the teams that use them, giving you the benefits of end-to-end automation and the power that this brings.?
Do let me know your views and ideas on successfully selecting marketing technology – leave a comment to continue the conversation.