Marketing technology has become a pragmatic player in successful marketing strategies.
\nNo longer a trend, data generated from MarTech deployments reveal quantitative shifts in consumer engagement (mobile first, for instance) and have opened the possibility for marketing teams to integrate with sales and customer relationship management teams.
\r\nBy breaking these silos, strategies to move B2B clients through the sales funnel with higher rates of efficiency and familiarity have been created and adopted. For example, the kind of personalization that existed strictly in B2C sales has been adopted by many B2B organizations thanks to improved granularity in metrics and higher quality client-provider relationships.
\r\nLeading your organization from a traditional marketing strategy to a MarTech-driven strategy requires a thorough understanding of revenue marketing, an organizational assessment of your current marketing strategy and goals, an inventory of your SaaS resources and a clear strategic vision.
\r\nSince MarTech has not been deployed equally across all organizations, there isn't an established gold standard for B2B digital marketing. However, the rise of revenue marketing strategies indicates that an industry standard is solidifying.
\r\nIf you are wondering how your organization's digital marketing strategies rate in relation to this standard, then consider the following.
\r\nIt is highly unlikely that any contemporary organization is 100% dedicated to a traditional marketing strategy. Traditional strategies include educating consumers about your product or service, actively promoting it, placing it in a position of high visibility and assessing your organization's return on marketing investment. At this stage, analytics are centered around impressions and campaign costs.
\r\nWhile traditional marketing is the core of many existing marketing strategies, sophisticated marketing technology tools allow marketers to get a better look at the outcomes of their campaigns.
\r\nMetrics like email open rates, ad click-through rates, form submits and costs per lead allow marketers to determine the limitations of their campaigns as well as to improve upon existing success.
\r\nThe ability to track consumer engagement and analyze points of interest has contributed to an increase in lead generation strategies. These strategies are highly effective and would not be achievable without the continuing development of marketing technology.
\r\nThe rise of software-as-a-service and integrated CRM tools capable of linking sales and marketing data allow even small companies to track sales, collect lead information, determine lead quality, follow up on leads and learn where to find more.
\r\nLead generation strategy moves beyond traditional marketing by ensuring that new clients or consumers are continuously making their way to the sales funnel. However, this might not be occurring in a repeatable or predictable way. Worse, your organization might be experiencing flat growth. To reach the next level, your organization has to break through the lead generation plateau.
\r\nAt this point, you can probably figure out what kind of hybrid marketing strategy your organization uses and likely has been using for a while. But if your organization is starting to develop a MarTech stack, then it is entering the revenue phase of digital marketing.
\r\nReports show that only 10,000 organizations have achieved this level of marketing operations. If your organization is one of the 10,000, then take a moment to congratulate yourself and your team. Your organization is prepared to move into robust revenue marketing. Inventory your MarTech stack and get ready to lead your team to their next challenge.
\r\nYour organization may have started its platform collection slowly as a way to better organize data or improve customer service. Over time, several of the following platforms have made their way into your organization:
\r\nSome of these platforms might live in the HR department while others reside in sales, but each of these platforms holds a marketing component. Moving to the final stage in the revenue marketing journey requires a strategic vision that integrates these platforms in a way that directly increases revenue.
\r\nYour organization's vision guides its revenue marketing strategy. For instance, if your company has adopted a cost mindset, then marketing is considered a necessary expense to build growth. Within that framework, a good marketing strategy is to reduce marketing costs while achieving higher marketing yields. While this model has been effective for centuries, new consumer behaviors have disrupted the model.
\r\nMarketing technology exists across the enterprise and the data it gathers, analyzes and disseminates generated revenue across the enterprise. A reduction in marketing budgets limits revenue growth across the company. When start-up B2C companies began breaking down silos, a new marketing strategy emerged. Revenue marketing is integrated throughout the sales funnel and touches on every interaction between client and provider.
\r\nBusiness-to-consumer sales are increasingly reliant on customer engagement and interaction. Positive reviews, excellent reputation and personalized services and interactions have become more important as digital services increase. Studies show that consumers are more likely to trust a company and purchase a product when a third-party review recommends it. When applied strategically, revenue marketing spawns its own advertising without any direct spend
\r\nIn addition to organic forms of brand visibility, B2C organizations have experienced revenue-generation by shortening the sales funnel. By leveraging detailed consumer data, marketers and sales personnel are able to generate a predictable campaign outcome.
\r\nAt the same time, campaigns are agile. When reports show unpredicted outcomes, teams can quickly assess and course correct. Using this process, marketers, sales teams and potential customers are in lock-step. While the internal pieces of revenue marketing are in motion, the end result meets predictions. When the process is repeated, it regularly yields the desired outcome. Whether the number of consumers increases, decreases or remains the same, sales funnel accommodates to scale thanks to integrated cloud-based platforms.
\r\nWhile automated marketing platforms are necessary to achieve revenue marketing visions, your marketing strategy will not adopt a true revenue marketing strategy unless clients and consumers are engaged in personalized and interactive ways. Revenue marketing strategies that are effective on the B2C side of the equation are now necessary, efficient and effective on the B2B side.
\n","docType":"article","guid":"articles_7fd838941a0d6d3dbb695307ebd984a7","lastModified":"2019-07-29T12:00:00.000Z","published":"2019-07-29T12:00:00.000Z","structuredData":null,"subtitle":"Is MarTech part of your team's marketing strategy? If not, it should be.","template":"v1","title":"How MarTech Can Take your Marketing Team to the Next Level","type":"article","author":{"avatar":null,"bio":"How would someone describe Blair? PR Guru, Digital Nomad, Writer, Philanthropist, Sales Goddess, Singer-of-Horrible-Karaoke and Single Mom all come to mind… \r\n\r\nBlair Nicole is the CEO & Founder of Media Moguls PR, host of the #KickassPR podcast, and Columnist at several well-known business outlets. Marketing and traveling are her passions, and she travels around the world full time with her 4 year old son, working remotely, and speaking to business audiences of all shapes and sizes. \r\n\r\nBlair's motto is \"Kick ass, don't kiss it!\"","name":"Blair Nicole","image":null,"slug":null,"social":{"facebook":"https://www.facebook.com/blairnicole2001","linkedin":"https://www.linkedin.com/in/blair-nicole-nastasi-65406b2a","twitter":"https://twitter.com/mediamogulspr","website":"http://blair-nicole.com/"},"status":"enabled","title":null,"type":"Old BDC Member","user":{"imagePath":"https://staging.business.com/images/uploads/user/profile/b9dd302b23b5d6f3c114b7e4e62d4e88d8d59.jpg","profile":{"company":"Media Moguls PR","jobTitle":"","website":""}}},"breadcrumbs":null,"channels":{"primary":{"name":"Marketing","slug":"marketing"},"sub":{"name":"Marketing Solutions","slug":"marketing-solutions"}},"meta":{"robots":"index, follow","description":"Leading your organization from a traditional marketing strategy to a MarTech-driven strategy requires a thorough understanding of revenue marketing.","title":"Why Martech is the Future of SMB Marketing - business.com"},"parsedContent":{"toc":[{"id":"1-assess-your-organizations-marketing-strategy","title":"1. Assess your organization's marketing strategy"},{"id":"2-break-the-plateau","title":"2. Break the plateau"},{"id":"3-adopt-a-revenue-marketing-strategy-and-vision","title":"3. Adopt a revenue marketing strategy and vision"},{"id":"what-b2b-can-learn-from-b2c","title":"What B2B can learn from B2C"}],"json":[{"component":"p","children":["Marketing technology has become a pragmatic player in successful marketing strategies."]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["No longer a trend, data generated from MarTech deployments reveal quantitative shifts in consumer engagement (mobile first, for instance) and have opened the possibility for marketing teams to integrate with sales and customer relationship management teams. "]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["By breaking these silos, strategies to move B2B clients through the sales funnel with higher rates of efficiency and familiarity have been created and adopted. For example, the kind of personalization that existed strictly in B2C sales has been adopted by many B2B organizations thanks to improved granularity in metrics and higher quality client-provider relationships. "]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Leading your organization from a traditional marketing strategy to a MarTech-driven strategy requires a thorough understanding of revenue marketing, an organizational assessment of your current marketing strategy and goals, an inventory of your SaaS resources and a clear strategic vision."]}]},{"component":"h2","props":{"id":"1-assess-your-organizations-marketing-strategy"},"children":[{"component":"strong"},"1. Assess your organization's marketing strategy"]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Since MarTech has not been deployed equally across all organizations, there isn't an established gold standard for B2B digital marketing. However, the rise of revenue marketing strategies indicates that an industry standard is solidifying. "]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["If you are wondering how your organization's digital marketing strategies rate in relation to this standard, then consider the following. "]}]},{"component":"h3","children":["Traditional marketing and lead generation marketing"]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["It is highly unlikely that any contemporary organization is 100% dedicated to a traditional marketing strategy. Traditional strategies include educating consumers about your product or service, actively promoting it, placing it in a position of high visibility and assessing your organization's return on marketing investment. At this stage, analytics are centered around impressions and campaign costs. "]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["While traditional marketing is the core of many existing marketing strategies, sophisticated marketing technology tools allow marketers to get a better look at the outcomes of their campaigns. "]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Metrics like email open rates, ad click-through rates, form submits and costs per lead allow marketers to determine the limitations of their campaigns as well as to improve upon existing success."]}]},{"component":"h3","children":["The role of marketing technology"]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["The ability to track consumer engagement and analyze points of interest has contributed to an increase in lead generation strategies. These strategies are highly effective and would not be achievable without the continuing development of marketing technology. "]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["The rise of software-as-a-service and integrated CRM tools capable of linking sales and marketing data allow even small companies to track sales, collect lead information, determine lead quality, follow up on leads and learn where to find more."]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Lead generation strategy moves beyond traditional marketing by ensuring that new clients or consumers are continuously making their way to the sales funnel. However, this might not be occurring in a repeatable or predictable way. Worse, your organization might be experiencing flat growth. To reach the next level, your organization has to break through the lead generation plateau."]}]},{"component":"h2","props":{"id":"2-break-the-plateau"},"children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["2. Break the plateau"]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["At this point, you can probably figure out what kind of hybrid marketing strategy your organization uses and likely has been using for a while. But if your organization is starting to develop a MarTech stack, then it is entering the revenue phase of digital marketing. "]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Reports show that "]},{"component":"a","props":{"href":"https://www.pedowitzgroup.com/revenue-marketing-journey/","target":"_blank","rel":"nofollow"},"children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["only 10,000 organizations have achieved this level of marketing"]}]},{"component":"span","props":{"style":{"fontWeight":"400"}},"children":[" operations. If your organization is one of the 10,000, then take a moment to congratulate yourself and your team. Your organization is prepared to move into robust revenue marketing. Inventory your MarTech stack and get ready to lead your team to their next challenge."]}]},{"component":"h3","children":["MarTech stack inventory"]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Your organization may have started its platform collection slowly as a way to better organize data or improve customer service. Over time, several of the following platforms have made their way into your organization:"]}]},{"component":"ul","children":[{"component":"li","props":{"style":{"fontWeight":"400"}},"children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Customer relationship management"]}]},{"component":"li","props":{"style":{"fontWeight":"400"}},"children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Account based marketing systems"]}]},{"component":"li","props":{"style":{"fontWeight":"400"}},"children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Data management platforms"]}]},{"component":"li","props":{"style":{"fontWeight":"400"}},"children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Content management platforms"]}]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Some of these platforms might live in the HR department while others reside in sales, but each of these platforms holds a marketing component. Moving to the final stage in the revenue marketing journey requires a strategic vision that integrates these platforms in a way that directly increases revenue. "]}]},{"component":"h2","props":{"id":"3-adopt-a-revenue-marketing-strategy-and-vision"},"children":["3. Adopt a revenue marketing strategy and vision"]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Your organization's vision guides its revenue marketing strategy. For instance, if your company has adopted a cost mindset, then marketing is considered a necessary expense to build growth. Within that framework, a good marketing strategy is to reduce marketing costs while achieving higher marketing yields. While this model has been effective for centuries, new consumer behaviors have disrupted the model."]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Marketing technology exists across the enterprise and the data it gathers, analyzes and disseminates generated revenue across the enterprise. A reduction in marketing budgets limits revenue growth across the company. When start-up B2C companies began breaking down silos, a new marketing strategy emerged. Revenue marketing is integrated throughout the sales funnel and touches on every interaction between client and provider."]}]},{"component":"h2","props":{"id":"what-b2b-can-learn-from-b2c"},"children":["What B2B can learn from B2C"]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["Business-to-consumer sales are increasingly reliant on customer engagement and interaction. Positive reviews, excellent reputation and personalized services and interactions have become more important as digital services increase. Studies show that consumers are more likely to trust a company and purchase a product when a third-party review recommends it. When applied strategically, revenue marketing spawns its own advertising without any direct spend"]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["In addition to organic forms of brand visibility, B2C organizations have experienced revenue-generation by shortening the sales funnel. By leveraging detailed consumer data, marketers and sales personnel are able to generate a predictable campaign outcome. "]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["At the same time, campaigns are agile. When reports show unpredicted outcomes, teams can quickly assess and course correct. Using this process, marketers, sales teams and potential customers are in lock-step. While the internal pieces of revenue marketing are in motion, the end result meets predictions. When the process is repeated, it regularly yields the desired outcome. Whether the number of consumers increases, decreases or remains the same, sales funnel accommodates to scale thanks to integrated cloud-based platforms."]}]},{"component":"p","children":[{"component":"span","props":{"style":{"fontWeight":"400"}},"children":["While automated marketing platforms are necessary to achieve revenue marketing visions, your marketing strategy will not adopt a true revenue marketing strategy unless clients and consumers are engaged in personalized and interactive ways. Revenue marketing strategies that are effective on the B2C side of the equation are now necessary, efficient and effective on the B2B side."]}]}]},"resource":null,"sponsorship":null,"thumbnail":{"path":"https://staging.business.com/images/content/5d3/86f5c5a215e3c578b4574/1500-0-","caption":"Rawpixel.com / Shutterstock","isBlurred":false},"bestPicks":null},"related":{"relatedArticles":[{"title":"5 Mobile Device Marketing Strategies for Your Small Business","canonical":"https://www.business.com/articles/4-mobile-device-marketing-strategies-for-your-small-business/","slug":"4-mobile-device-marketing-strategies-for-your-small-business","thumbnail":"https://www.business.com/images/content/5dc/300585a215eac178b4570/1500-0-","dek":"Your small business needs a mobile marketing strategy.","lastModified":"2019-11-08T20:00:00Z","published":"2019-11-08T20:00:00Z","sponsored":false},{"title":"Things You Should Know Before Hiring a Call Center","canonical":"https://www.business.com/articles/hiring-a-call-center/","slug":"hiring-a-call-center","thumbnail":"https://www.business.com/images/content/5e1/499c99c658aed258b4571/1500-0-","dek":"Hiring a call center can be a tough decision. Here's what you should know before you partner with a service.","lastModified":"2020-01-09T15:45:00Z","published":"2020-01-09T15:45:00Z","sponsored":false},{"title":"Get More Website Traffic With Structured Data","canonical":"https://www.business.com/articles/structured-data-website-traffic/","slug":"structured-data-website-traffic","thumbnail":"https://www.business.com/images/content/5e1/5fb249c658aa6478b4574/1500-0-","dek":"Structured Data can help your business to increase your overall visibility in search engines leading to more traffic and more sales or qualified inquiries. Learn more about this technology and how you can implement it for your business today.","lastModified":"2020-01-10T15:00:00Z","published":"2020-01-10T15:00:00Z","sponsored":false},{"title":"Does Your Site Drive Success? 10 Signs You've Got a Winning Website","canonical":"https://www.business.com/articles/10-visible-signs-youve-got-a-winning-website/","slug":"10-visible-signs-youve-got-a-winning-website","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"These days online marketing has a lot of moving parts but your website is still central to your online success. Is yours up to scratch?","lastModified":"2016-09-27T22:00:00Z","published":"2016-09-27T22:00:00Z","sponsored":false},{"title":"How to Manage Digital Marketing for Small Business","canonical":"https://www.business.com/articles/the-digital-marketing-revolution-and-how-small-business-owners-can-keep-up/","slug":"the-digital-marketing-revolution-and-how-small-business-owners-can-keep-up","thumbnail":"https://www.business.com/images/content/5db/99fc09c658a1b268b4579/1500-0-","dek":"As the digital marketing landscape changes and evolves, what small business owners need to know in order to stay ahead of the curve.","lastModified":"2019-11-01T18:00:00Z","published":"2019-11-01T18:00:00Z","sponsored":false},{"title":"How to Use Technology for Direct Mail Marketing","canonical":"https://www.business.com/articles/technology-in-direct-mail-marketing-campaigns/","slug":"technology-in-direct-mail-marketing-campaigns","thumbnail":"https://www.business.com/images/content/5d2/c8cdd7b4374c3588b4571/1500-0-","dek":"Technological advancements are being actively embraced in direct mail.","lastModified":"2019-07-16T14:20:00Z","published":"2019-07-16T14:20:00Z","sponsored":false},{"title":"9 Lead Conversion Tips For Success","canonical":"https://www.business.com/articles/9-steps-to-lead-conversion-success/","slug":"9-steps-to-lead-conversion-success","thumbnail":"https://www.business.com/images/content/5d2/cf1e95a215e7d4c8b457a/1500-0-","dek":"Industry experts share insights to help small businesses capture lead opportunities.","lastModified":"2019-07-17T13:55:00Z","published":"2019-07-17T13:55:00Z","sponsored":false},{"title":"Personalized Offers Can Pay Big Dividends for Retailers","canonical":"https://www.business.com/articles/personalized-retail-offers/","slug":"personalized-retail-offers","thumbnail":"https://www.business.com/images/content/5df/977269c658a03658b4567/1500-0-","dek":"Learn how personalizing offers can bring more traffic and sales to your retail store.","lastModified":"2019-12-18T16:00:00Z","published":"2019-12-18T16:00:00Z","sponsored":false},{"title":"Survey Says: The Importance of Survey Data in Marketing","canonical":"https://www.business.com/articles/the-importance-of-survey-data-in-marketing/","slug":"the-importance-of-survey-data-in-marketing","thumbnail":"https://www.business.com/images/content/5f2/ab96e9c658a6e7b8b4567/1500-0-","dek":"Survey data can help you better understand who uses your products and services, and why. Using this data to inform your marketing can make your budget go much further. Here's how to do it.","lastModified":"2020-08-05T13:46:00Z","published":"2016-07-06T18:00:00Z","sponsored":false},{"title":"Step-by-Step Guide to Social Media Marketing for Small Businesses","canonical":"https://www.business.com/articles/social-media-marketing-guide/","slug":"social-media-marketing-guide","thumbnail":"https://www.business.com/images/content/5f2/b26d79c658aa0158b4567/1500-0-","dek":"Social media marketing is a key part of modern business. Here's a step-by-step guide on how to start a successful strategy.","lastModified":"2020-08-06T10:36:00Z","published":"2020-08-06T10:36:00Z","sponsored":false},{"title":"Back to Basics: 9 Offline Marketing Tactics That Still Work Today's Digital World","canonical":"https://www.business.com/articles/9-offline-marketing-tactics-that-still-work-todays-digital-world/","slug":"9-offline-marketing-tactics-that-still-work-todays-digital-world","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"The explosion of digital marketing has opened up opportunities in offline channels that can mean major returns for your business.","lastModified":"2016-07-13T18:00:00Z","published":"2016-07-13T18:00:00Z","sponsored":false},{"title":"4 Lead Nurturing Tactics That Work","canonical":"https://www.business.com/articles/lead-nurturing-tactics-that-work/","slug":"lead-nurturing-tactics-that-work","thumbnail":"https://www.business.com/images/content/5db/f3b2b7b4374f8108b456c/1500-0-","dek":"Here's why you need a lead nurturing strategy and the four tactics to keep in mind when following up.","lastModified":"2019-11-04T19:00:00Z","published":"2019-11-04T19:00:00Z","sponsored":false}],"relatedReviews":[{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5b99633151ee47a8528b4582/Call_center_bbernard.jpg","canonical":"https://staging.business.com/categories/call-center-services/","title":"The Best Call Center Services for 2021","dek":"Our team has compared the best call center services for 2021. See up-to-date reviews for the top-rated answering services.","slug":"call-center-services","lastModified":"2021-02-26T14:22:00Z"},{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5df7b1b69c658a61728b4567/Answering_Service_scyther5_Getty.jpg","canonical":"https://staging.business.com/categories/best-answering-services/","title":"The Best Answering Services of 2021","dek":"Our teams have compared the best answering services for 2020. See up-to-date reviews and prices for these top-rated services.","slug":"best-answering-services","lastModified":"2021-02-26T14:18:00Z"},{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5d4c65367b43741a258b4572/Laptop_Sfio_Cracho.png","canonical":"https://staging.business.com/categories/crm-software/","title":"The Best CRM Software of 2021","dek":"Looking for the best CRM software? We have easy-to-read, expert unbiased reviews and feature comparisons of the best and cheapest programs.","slug":"crm-software","lastModified":"2021-02-24T14:09:00Z"}],"relatedSponsoredArticles":null}},"pageContext":{"displayModified":"2019-07-29T12:00:00.000Z","template":"v1","title":"How MarTech Can Take your Marketing Team to the Next Level","meta":{"robots":"index, follow"},"docType":"articles","slug":"martech-take-marketing-team-next-level","canonical":"https://staging.business.com/articles/martech-take-marketing-team-next-level/","skipTOC":false}},"staticQueryHashes":[]}