Fully embraced, martech has the capability to transform your passive digital footprint into an engaging, interactive and proactive marketing presence.
A common mistake is to think of martech just as a tactical set of tools. The power of martech lies in strategically integrating and using these tools to find, engage and send prospects to sales. This is driving modern marketing transformations and requires a shift to revenue marketing. Successful revenue marketing requires repeatable programs to drive customer acquisition. This includes the ability to measure and link marketing spend as related to sales. Martech makes this possible.
MarTech Drives Revenue Marketing
Fully embraced, martech has the capability to transform your passive digital footprint into an engaging, interactive and proactive marketing presence. One that effortlessly adapts to changing behaviors, regardless of channel, to maximize the engagement and conversion of each lead through the funnel.
Martech with Marketing Automation (MA) at its core acts as an orchestration platform that enables this transformation with adaptive nurture programs driven by enriched data. The technology, combined with third-party data, makes it possible to identify the user and how much they know. It can then serve up content based on their profile. This process can be even more effective when using a predictive engine that can create an ideal prospect profile from existing customers. Net new prospects can then be identified from third-party data sources that match this profile.
Tap All Channels for Engagement
Because MA can connect to any third party, via APIs, organizations are able to present their full digital essence rather than offer users just a static web site. Content and experiences can be dynamically presented based on users’ profiles. And, the engagement can extend beyond an organization’s web site. Follow up can be proactive and personalized through a variety of channels where suggestions about additional content can be presented based on the person’s behavior.
When a prospect shows engagement and intent towards topics, they can be presented with targeted content to match their interest. This content can drive them back to the web site or to other engagement channels. Using cookies, marketers can reach prospects during the research phase and ensure that their messages are delivered at the optimal time.
This is far more sophisticated and intelligent than re-targeting, because marketers are able to show content based on rich profiles. In essence, it is allowing marketers to talk to prospects proactively throughout their journey. Even when they are not on the organization’s site. And, it does not require a person to click a link in an email or submit a form. They can be found and tracked online.
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Realizing the Idealized Revenue Marketing Engine
A critical success factor for revenue marketing is measurement. In order to effectively execute targeted programs, marketers need to understand not just the cost, but also the revenue outcome. This requires a finely-tuned attribution reporting system that encompasses establishing internal process (i.e., reporting and data management) and integrating technology (i.e., marketing and sales systems).
In addition, a fully automated digital engagement machine must be designed and deployed, as having the technology alone does not produce results. Success comes from the thoughtful integration, deployment and optimal usage of the technology, as well as ensuring that people and processes are aligned.
Patience Yields Results
While all of this is possible today, it remains elusive for many organizations. Delivering on the promise of the technology requires a commitment of time and resources which could extend over two to three years.
The good news is that value can be delivered from the start. The addition of new processes and technology will allow better management of the buyer journey and flow of leads through the funnel. This allows marketers to show tangible results with day-to-day activities while they continue to add on and build out their revenue marketing engine.
The time for change is now. Failure to embrace the full potential of martech risks ceding control of the message to competitors. Even small steps to take full advantage of these methodologies can provide access to prospects before competitors see them and allows marketers to influence the buyer’s journey.
Learn how MASS Engines has helped other companies drive revenue marketing.
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