How to take your martech from average to exceptional
Martech, otherwise known as “marketing technology”, represents the immersion of marketing and digital. Martech is concerned with creating, managing and using digital tools to automate tasks and make data-driven decisions. The question is, are you getting the most from the marketing technologies you already have in your stack?
A survey conducted by audience data management platform, Leadspace, found that the average marketer uses 20 martech tools, but that they struggle to manage and integrate them. This serves no purpose. It’s not about quantity, but quality, and using the right tools to get the job done. We'll show you how to build out your stack more strategically.
Building a cohesive martech stack
Your martech stack is determined by how your marketing tools are organised or “staked” together. Instead of adding new ones each month or year, marketers should buy tools that suit their business needs. The key lies in a strategic approach to the use of martech. Each platform should complement and support the others.
For instance, Hubspot creates a home base for all marketing, sales, service and CRM activity, enabling performance-driven, agile marketing. From initial prospecting to closing the deal, you can use the stack to design and serve the full customer experience. This will help you to develop a more sophisticated buying cycle that isn’t disjointed and inconsistent.
American entrepreneur, author and motivational speaker, Jim Rohn, famously said: “Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.” When applied in this context, it is necessary to recognise which fundamentals will have the biggest impact on your marketing ROI.
Many clients approach us with the aim of gaining sales-qualified leads, which is an excellent goal to strive towards, but is too vague. However, there’s no need to worry. With each client, we conduct a “workshop” to get a feel for their environment and draft three strategic goals around which to plan our campaigns. Hubspot is an excellent lead-generating tool, so this is mainly what we use to help our clients achieve their ultimate goal.
But that’s not all. Other aspects are built into this. If you want to earn leads, you must be seen online – this means that you need a website that ranks well. You have to be a thought leader in your industry. This will develop naturally as you drive valuable content on your website and build credibility. When your business is recognised and trusted, visitors will download content which in turn, will generate leads. These are the leads you want because you can do something with them. You can then take these leads on a customer journey to convince them to become a customer.
Can you see the intricacies that go into nurturing leads? Some get lead generation right but don’t know what to do with these leads once they have them. The online world is an unforgiving place. If you don’t nurture your leads, they will move on. Hubspot sends out notifications to important users when a lead is generated and sends them an email just to be safe. Then it’s up to the sales department to close the deal.
Join the Big League
League Digital is an advocate for Hubspot and inbound marketing because we know it works well and, as discussed, we add onto the platform. Each business’s stack will be different, but will always have the same aim – to achieve the set goals of the business. If a strategy isn’t working for your business, we won’t continue to use it. We change things up to ensure you meet the end goal.
We are a full-spectrum marketing agency and have the expertise and ambition to find the stack that not only meets your goals but exceeds them. Download our lead conversion and management handbook for further assistance.
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