How do you identify, evaluate and integrate the very best marketing technology tools into your digital marketing operation for superior content management, minarketing automation and customer relationship management?
Digital marketers and content marketing strategists have firsthand experiences regarding how marketing and technology work symbiotically with each other.
Because there are thousands of tools available for martech, having a solid understanding of which are needed for your team is critical. In this guide, I’ll outline what I see as essential martech integrations for certainly any B2B business and probably most B2Cs. I’ll cover the basic workflow of needed acronyms (WCM to MAP to CRM) and what that means for integrating and automating your company's content marketing strategies.
Before we dive too deeply into martech integrations, let us look at what martech, WCM, MAP, and CRM stand for.
When implementing martech tools, that means you are using software that eases the process of implementing your marketing strategies. The use of martech integrations to ensure your tools are working well together means that your team can:
When you look closely at the definition of martech integration, it means you are driving your customers and prospects interactions with your brand, usually digitally. Then, you are measuring their response to the marketing programs you have available and using the technology to deliver information to sales representatives.
It is not uncommon to see the term, “martech stack” when referring to the martech tools marketers use. These tools often integrate, which means they help optimize your team's workflow and the content they are creating.
Integrating your WCM to your MAP and your MAP to your CRM embraces the principles of content and experience. That means you and your team are embracing tools that include:
In addition to your company running more efficiently and effectively, automating martech integrations helps reduce the number of working hours that are necessary for executing marketing strategies. The use of this automation also helps you develop actionable insights into your company's return on investment for marketing and how that relates to your marketing efforts. After identifying your company's ROI, use that information to scale up or scale down various initiatives to maximize acquisition.
Additional benefits of automating martech integrations (WCM to MAP to CRM) include:
Enhancing your content marketing strategies is possible when you use martech integrations to automate that workflow. Your martech tools should address every phase of the customer journey, including:
By embracing what stage of the journey your potential customer is on, it is easier to create a content marketing strategy focusing on their needs or how to solve their problem.
Progress is what I would call a medium-sized company. We’re publicly traded (PRGS) with three business units and over a dozen products sold through a variety of go-to-market motions, direct, OEM, two-tier distribution, resale and referral and our we’re very proud of our martech stack, in fact we submitted it for a ChiefMartech.com Stackie award.
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But this is after decades of being a B2B high-tech and in the martech space ourselves.
Integrating web content management, a marketing automation platform, and customer relationship management are the basics I would recommend to get started on optimizing your company’s digital journey. It automates hand-offs and helps make your company run more efficiently and effectively. The tools you choose must meet your business goals during every stage of your customer’s buying journey.
If you’re wondering where to start, start at the beginning of your value chain, your website which is your digital storefront to the world. One of our digital experience experts would be happy to demonstrate how WCM can help transform your business.
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As Vice President of Global Demand Generation and Field Marketing, Jen McAdams counts herself fortunate to work with an amazing team of event, digital, social media, channel, business development and campaign contributors spread across three continents. Together, the team does some amazing things to keep the funnels full. While she’s been in marketing for 25 years, she’s always eager to learn what’s new in emerging martech, and sales and marketing strategies. This Brooklyn native and Northeastern alum now lives in New Hampshire on a pumpkin farm.
You can find her on LinkedIn or @jromcadams on Twitter.
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