Did you know that companies that use Martech are increasingly likely to achieve their Marketing goals? It is no coincidence that global investments in the area are expected to exceed US$215 billion by 2027. But do you know how to use these solutions to boost your performance?
Given the relevance of the topic, I prepared this article that explores how technologies can boost a business’s Marketing. From campaign optimizations to improvements in customer experience, the results guarantee greater competitiveness.
The best part is that I will also show you how Orgânica is a Digital Marketing agency capable of helping companies overcome challenges related to the subject and boost their Marketing results through Martech.
Continue reading and follow everything!
What is Martech and why does your company need it?
Martech is a term that relates to Marketing technologies. This concept involves the use of digital tools to improve processes and help achieve more significant results.
However, more than just supporting the implementation of processes, marketing technologies open up new paths. With them, it is possible to personalize communication and experiences, delivering highly relevant messages that meet the needs of each customer.
Martech is also a way to automate processes, generating greater efficiency and productivity. The data collection and analysis steps are essential to support decision-making and even improve the customer experience.
We can say that the use of Marketing technologies is fundamental to bringing brands and people closer together, generating intimacy and contact.
Application in different areas of Marketing
Since it involves different technologies, Martech can influence several areas of a Marketing strategy. To help you understand better, I have provided some examples for you to consider:
- Artificial Intelligence: tools such as chatbots speed up service without ignoring personalization, while real-time data analysis algorithms provide insights or help offer accurate recommendations;
- E-mail Marketing: Marketing technologies allow you to create automation as communication rules, including sending segmented e-mails to increase results;
- Social Networks: it is possible to use resources and platforms to optimize sponsored publication campaigns and to analyze performance in real-time;
- SEO: Different marketing tools allow you to identify opportunities for organic positioning in search engines, in addition to helping with performance monitoring;
- Marketing Automation: with solutions such as CRM and other resources, it is possible to create workflows, create nurturing flows and program various actions and triggers.
What are the common challenges in implementing Martech and how to overcome them?
Despite the benefits of Martech, many CMOs face challenges when implementing new technologies. Below, I’ll outline the most common obstacles and solutions to overcome them!
Organizational resistance
One of the biggest obstacles to adopting marketing technologies is organizational resistance to change at different levels. This situation usually occurs because many companies have already consolidated processes and see the use of new tools as something complex or even unnecessary.
From a senior leadership perspective, one reason for resistance has to do with ROI. Without understanding the ability of these resources to generate results (and returns), it is common for Martech to be seen as a cost, rather than a strategic investment.
Here are some ways to overcome these challenges!
Internal Martech Education
It is essential to train teams on Marketing tools, demonstrating how they work and how they generate benefits. With the help of training, workshops and a structured transition process, it is possible to make people more aware of Martech.
Employee management
It is also important to define leaders within each team to conduct studies and applications of these technologies. In addition to helping to propagate the change, the engagement of the chosen leaders usually influences the rest of the team and makes the transition more efficient.
Definition of impact metrics
Overcoming organizational resistance also depends on proving its effects. Therefore, it is worth establishing and monitoring impact metrics, such as conversion rate, sales cycle time or volume of tasks performed. This way, it is possible to monitor the evolution and performance of Martech.
Data silos
Another obstacle that requires attention is the existence of data silos. In practice, this occurs when there is isolation of information between departments, making integration for the use of new tools more difficult.
Want an example? This can happen when sales, marketing, and customer experience teams don’t communicate properly. Each area collects and stores its own information independently, without talking to each other.
When adopting Martech, this fragmentation of data hinders visibility and decision-making. It’s as if each area had pieces of a puzzle, without sharing them with each other. In the end, it becomes impossible to put together a single picture, right?
The main way to solve this issue is to adopt a collaborative approach between technology and Marketing. The idea is to use Martech precisely to centralize data, allowing everyone to have access to the same level of knowledge.
One example is implementing a CRM, which unifies customer and lead data. With this solution, both the Sales and Marketing teams have access to relevant information about the audience and their behavior. This makes it easier to create targeted, personalized and strategic campaigns.
It is also interesting to consider creating SLAs or Service Level Agreements. These are “agreements” defined between areas, such as defining that Marketing will deliver a certain number of qualified leads (MQLs) per month.
The sales team can commit to passing on monthly information about the main doubts and objections of leads to Marketing. With this exchange and the help of technology, both teams can boost their results.
Learning curve
The initial use of Martech can be challenging due to the learning curve. Especially when your team is dealing with complex tools for the first time, it can feel like everyone is trying to learn a new language.
Furthermore, each solution has its own characteristics — and the team is not always prepared to make the most of the resources. As a consequence, this can lead to frustration or disengagement regarding the adoption of the tool.
To overcome this obstacle, you need to dedicate time and patience, as well as rely on qualified technical support. Having a strategic partner becomes especially important, as it makes a difference to have a company that understands the needs and challenges of the business.
To simplify your journey, you can count on Enjoy Minder. With our specialized consulting and personalized training, teams can quickly familiarize themselves with the tools and how to use them.
More than just teaching how to do something, this consultancy helps identify the company’s objectives and align them with the available tools. The idea is to direct learning towards the most relevant features and resources capable of generating impact.
How to demonstrate the value of Martech tools for your company?
After overcoming the challenges of implementing Martech, you need to know how to demonstrate the value that these Marketing technologies offer. To help you with this mission, I have separated the main tips. Check it out!
Clear and measurable goals
As a CMO, the first step you should take to demonstrate how your tools are delivering impact is to set clear, measurable goals. This is how you can effectively track your results and prove that your tools are a strategic investment.
Among the specific objectives, you can select alternatives such as:
- Increased conversion rate;
- Reduction of Customer Acquisition Cost (CAC);
- Greater lead retention;
- Reduction of the sales cycle, among other options.
One of the distinguishing features of Martech resources is that they allow for the measurement of results in real-time. With analytics tools, CRM and automation platforms, it is possible to build and evaluate complete dashboards that demonstrate how the established objectives have been achieved.
The most important thing is to replace opinions and feelings with effective metrics and clearly defined objectives. In this way, Marketing also assumes a more strategic position within the company.
Proven ROI
As I said, demonstrating ROI is one of the key points to successfully implementing Martech tools, right? With this data, it is easier to convince stakeholders and leadership of the importance of investing in Marketing technologies.
But how do you calculate and prove Martech ROI? At this point, it’s worth using the formula for this indicator in an adapted way:
ROI = (Gain Obtained – Tool Cost) / Tool Cost x 100
You can measure gains in different ways, considering the relevant metrics. Increased sales or revenue growth are two well-known measures, but you can also use improvements in other KPIs, such as:
- Reduction of Cost per Lead (CPL);
- Increased productivity;
- Expansion of the lead base and many other indicators.
In addition to using the ROI formula, you can compare results with previous periods. If you can demonstrate that a campaign that generated 100 leads now generates 250 opportunities with the help of marketing technologies, the value of these tools becomes clear.
Therefore, the presentation of ROI does not depend solely on the formula, but rather on the presentation of solid and reliable data. This makes it easier to convince the potential of each chosen solution.
Partnership with experts
Having expert partners doesn’t just help with implementing marketing technologies. The support of professionals in the field is also essential to demonstrate, in an indisputable way, the value of these solutions.
Here at Orgânica, technology is part of our DNA. Unlike agencies that have had to adapt to the digital environment, we are digital natives. Therefore, we do not see technology as an obstacle to be overcome, but rather as a means to enhance strategies and generate results.
One example is the fact that a common challenge in Martech is the difficulty of integrating software, analyzing data and establishing a flow between Marketing and technology. For Orgânica, however, this is a natural situation.
Our IT team is highly qualified to develop integrations, optimize tools and create customized solutions. If the problem is a lack of communication between the CRM and an automation platform, for example, we can solve it internally and in a qualified manner.
On top of that, our team helps you transform data into strategic and actionable insights. More than having the right tools, you need to use them in the best way and truly apply technology intelligently.
With our support, you can promote an integrated digital transformation. You can count on a trusted partner with industry expertise and the chance to achieve concrete results much more efficiently!
What are the prospects for the future of Martech?
With the rapid evolution of tools, the future of Martech involves emerging technologies, but it also has to do with new professions and the emphasis on certain professional skills.
From a technology perspective, we see innovations in AI and machine learning dominating. At Orgânica, we believe that there is no way to ignore these transformations. The use of AI is a good example, since in addition to automating processes and increasing productivity, it offers greater predictability of action.
Augmented reality and virtual reality solutions applied to Marketing allow the creation of immersive experiences. They can also redefine how brands and people interact, helping to build a stronger, more humanized bond.
At the same time, we believe that the big difference lies in knowing how to apply technologies strategically. The focus should be on strategic results and not on adopting new things for the sake of it.
For marketing professionals, it will also be increasingly important to understand data analysis, develop critical thinking and have the ability to adapt. More than understanding communication, it is increasingly important to know how to integrate technology in order to improve results.
Among the professions that tend to appear or stand out more and more are, just to name a few, data scientists, experts in AI applied to Marketing and personalization strategists. All of them should prioritize incorporating technology in the most convenient way for the user.
At Orgânica, our commitment is to keep up with changes and apply innovation responsibly in processes where it makes sense. This way, we can make the most of the tools and increase competitiveness in the market.
Don’t waste any more time and opportunities!
As I have tried to demonstrate, incorporating Martech into your company does not only involve modernizing processes. With proper integration and the right tools, it is possible to combine Marketing and technology efficiently, generating concrete growth results!
Orgânica is a Digital Marketing agency that follows trends and incorporates them into its strategy to improve client results. Want to know more about how we can use technology to boost your business? Talk to our experts now!
