Where the disconnect lies
Delivering standout customer experiences today is no longer about how nice a salesperson acts in a store. It’s a new day, and while customer-first is still the golden rule, marketing technology now drives it. More companies could (and should) be using it to deliver far better experiences. So why aren’t they?
Marketing technology: The gateway to great customer experiences
Marketing technology enables great customer experiences — if done right.
3 ways to leverage martech to connect to customers
Get your martech stack ready for the future
For martech to boost your company’s return on investment (ROI), it needs to be flexible and adaptable. In the future, technologies will be flying at us fast, even faster than current ones are today. If you want to stay agile in the marketplace, your marketing technology stack will need to easily integrate with all of them — even if you don’t know what they are yet.
Build a well-rounded roster of resources
If you’re like most organizations, not all your martech challenges are purely technical. There’s a crucial human component that, if not properly strategized, can undermine even the most carefully crafted martech stack.
If you want to optimize your martech, make sure you have marketers, technologists, and those who can connect them.
To complement and augment your company’s expertise in marketing technology and customer experience strategy, consider the 3 R’s: Recruit new talent, Retrain the talent you already have, or Rely on a tech partner that has the expertise you need.
Focus on shared goals and collaborative teams
The C-Suite of today has a different set of DNA than it did a few years ago. Chief Information Officers, Chief Marketing Officers, and Chief Digital Officers are the new C-Suite members whose roles are rapidly evolving as organizations scramble to reorganize and reinvent themselves for an increasingly competitive and digital future.
Responsible for delivering revenue through digital means, these executives need to work together on shared goals if they’re going to rely on successful martech projects to turn the company’s marketing machine into a sales pipeline driver.
Separate marketing and IT teams who toss work over the wall to each other are also an antiquated part of the human/talent structure that doesn’t serve the future-readiness of martech. Joint marketing/IT teams that work together facilitate buy-in on shared deliverables, rather than focusing on separate projects.
Ready for the future of martech?
Marketing technology is primed for a shift from being its own worst enemy to helping achieve highly engaging customer experiences. Once you’re clear on what those experiences should be for your organization, you can identify the future-ready marketing technologies that will deliver it.