Different kinds of marketing technologies allow marketers to track, automate, measure and implement or rather, optimize various facets of their marketing and marketing operations. 

Today’s martech-kers use newer kinds of martech to drive marketing outcomes and improve internal processes, but often times while doing this, there is a chance that too many silos get created or certain processes start having a disjointed impact for end users. Using better martech choices to drive overall business goals and revenue are crucial to today’s martech and marketing game, but while B2B marketers do this, what are some of the outcomes that can have a negative impact?

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Let’s explore: 

Disjointed Brand Imaging and Brand Identities

There are a plethora of brands in the marketplace today, for any given industry, end users are spoilt for choice and how! But what this means is that marketers have to be a lot more attentive about their brand identity and brand consistency across the channels they choose to market through. 

Consistent logo usage across their news announcements, their websites, their LinkedIn pages, Twitter handles and other social media accounts as well as their email marketing is critical. This is where seasoned marketers have to take another step forward and ensure that the name they use for their email sends is in line with the brand identity, while also capitalizing on a certain set of values they want to be known for most when aligning other multichannel campaigns. 

Every brand needs to portray a specific theme and have a positioning to help the target market understand the difference between them and similar other players. A typical martech stack can be used to scale and automate campaigns but it is at the ground level to consider these elements and ensure they are built into every messaging and outreach to create that solid foundation. 

A Disconnect between Marketing and Product/Service Life-cycle and Team Capabilities

Investing in better marketing technology to drive marketing outcomes and even using it to align sales operations and sales efforts while unifying customer data is one key aspect to any growing organization, the other lies in ensuring that martech tools and plans are chosen based on the product and service capabilities of the team at hand. 

Scaling campaigns and driving outreach to thousands of people can be valuable only if the product and customer facing teams are also just as ready to serve a larger client base and able to easily run internal operations without challenges. This could involve revisiting other parts of the tech stack and system, including IT infrastructure, server space, hosting capabilities and so much more, depending on the business. For some, it could mean scaling sales team hires to be able to meet the projected inflow of clients/prospects from increased marketing functions. 

The simple point here lies in ensuring that increased investments in martech are made with other functions and capabilities in mind, to build that balance and prevent a disconnect at a stage when there is a healthy inflow of new potential customers.

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Forgetting to Build a Community while Scaling Growth

One of the better features of any sophisticated marketing technology is its ability to track everything your marketing team does. When putting in place a social media scheduler or automated email campaign, marketing heads can easily track engagement on each post or outreach. 

Then comes the question, what happens to all the data of customers or readers and users that are positively engaging with the brand’s messaging through these channels? Are they just put into another nurture to eventually get into a sales cadence? And if they don’t buy into a product or service at that point, do they become cold leads?

Building a community with all this data and keeping them engaged using other creative tactics and warming them up for when they are ready to buy at a later stage can actually help optimize and boost marketing and sales outcomes. It is at this point that marketing and sales heads have to work together to understand what kind of joint activity can be undertaken and how to build and grow their community. 

Back to the Basics

Many could argue, there are far too many martech options and tools in the market today and without the right training and upskilling initiatives, marketers won’t have the capability to pick up the best aspects or learn about newer innovations to use it to drive optimal business value. 

While martech innovations keep growing and consolidation keeps happening at a rapid pace, marketers will have to learn how to create impact not with automation but with simpler tactics too, in a competitive market, going back to the basics will matter more than adding layers or automation to marketing routines.

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