Most Important Martech Features [Report]

Most Important Martech Features [Report]

As companies continue to increase their investment in martech, especially in North America, making use of all these technologies as well as having them work together efficiently is a hurdle many firms are still working on. Two-fifths (39%) of the 265 marketing professionals surveyed for a Ascend2 report say they are currently working on implementing a martech stack strategy, while 1 in 5 (19%) are still developing such a strategy.

Most Important Martech Features

When creating a martech stack optimization strategy, improving marketing efficiency is a key priority for more than half (55%) of those surveyed. Marketers are also hoping that optimizing their martech stack will help with improving customer experience (51%), which is an area for which more than one-third (35%) of retail marketers feel their marketing technology is currently doing “very well.”

Although many marketers set increasing marketing ROI (45%) as a martech optimization priority, fewer cite improving marketing personalization (29%), improving attribution of revenue (27%) and improving data management & security (26%).

Notably, improving marketing efficiency is not only the biggest priority for marketers when it comes to martech stack optimization; it’s also their most challenging barrier.

Important Martech Stack Features

Beyond the priorities and challenges of optimizing their martech stack, what features are marketers looking for in their suite of tools? One of the most important features for implementing a martech stack is data insights and analysis (51%). At the same time, finding people with skills to properly analyze the data provided has been an issue for companies for some time.

Marketers also place importance on features such as real-time processing (40%), data centralization (34%), scalability/flexibility (31%), multi-channel experience (30%) and, to a much lesser extent, artificial intelligence (14%).

Systems integration was cited as one of the most important features for implementing a martech stack by 46% of respondents. That said, integration of disparate systems was low on their list of priorities, with only one-fifth (19%) citing it as a key priority to be achieved by a martech stack optimization strategy. It is also considered to be a challenging barrier for more than one-third (36%) of those surveyed.

In fact, many marketers feel that to optimize their marketing, the technologies in the stack need to improve ease of use (52%) and integration with other technologies (38%).

Martech Investment

Only 14% of marketers say they are not planning to invest in their martech stack this year. Conversely, 7 in 10 say they will continue to invest moderately (49%) or significantly (22%). This comes after earlier data from Ascend2 found that 2 in 5 marketers are investing in more martech on a quarterly basis.

Separately, research from Merkle has found that larger companies (those making at least $200 million in pre-tax annual revenues) are outsourcing about 43% of their marketing technology operations. In this latest study close to two-thirds (62% share) of marketers said that a combination of outsourced and in-house resources is the most effective for implementing martech optimization tactics, with few (24%) preferring to rely on in-house resources alone.

Downloaded the full report.

About the Data: Results are based on a survey of 265 marketing professionals from B2B, B2C and B2B/B2C equally companies. The survey was fielded in January 2020.


Is your martech investment delivering what you need? For assistance with your tech stack, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc.

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Lead Scoring Questionnaire

  1. Which channels contribute to your current customer acquisitions?
  2. What content contributes to your current customer acquisitions?
  3. What are the general steps your current customers took to become customers?
  4. Based on the earlier assessment of your marketing processes, how would you change your lead scoring model to improve these processes?

Lead Scoring Worksheets

To ensure you provide your Sales team with right leads at the right time, Marketing and Sales should develop the lead scoring model together.

To start, audit your sales-ready prospects and customers who have recently closed to learn their activities and behaviors. (Example: did 70% of your customers come from one lead campaign or lead magnet? Did they schedule a call with your sales team?)

As you clarify the type of leads that Sales prefers, you’ll be able to assign points to lead characteristics like attributes, activity, and engagement. Like campaigns, lead scoring is not a set it and forget it effort. After the initial set up, you’ll need to continue to evaluate your model and adjust it accordingly. Remember, Sales always prefers better qualified leads versus a higher quantity of leads.

PROFILE SCORE

This category helps you determine which contacts are a good fit for your Sales team. The Profile Score rules apply only once. (Example: when your contact enters a specific list based on their form submission, their score will be assigned.)

Make sure each contact has the attributes you’re looking for: job title, company size, industry. You can set up the rules to add points for attributes you prefer and subtract points for attributes that don’t work for your business.

BEHAVIOR SCORE

The Behavior Score shows you the contact’s activity. You’ll be able to identify implicit activity by your contact. (Example: the contact browses certain web pages.)

Depending on your scoring model, Sales might want to reach out to a contact based on their behavior. (Example: if a contact visits a pricing page on your website.) Behavior Scores are applied for every action taken so they can be applied multiple times.

ENGAGEMENT SCORE

This Score helps you identify explicit actions taken by your contacts and are potentially more valuable than implicit actions. A highly-engaged contact is expressing interest in your content. (Example: a form submit, clicking a link in an email.) Engagement Scores apply every time an action takes place.

All three categories: Profile, Behavior, and Engagement Scores give you an understanding of how well a contact fits your ideal customer profile, how active they are on your website, and how engaged they are with your content and business. You can have automated alerts sent to your Sales reps to reach out to contacts based upon your scoring rules.

Marketing Automation Lead Scoring Worksheets

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 4 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc.

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Sales and Marketing Questionnaire

  1. Is the ideal customer the same for Sales and Marketing? If not, what’s different?
  2. How effective is the hand-off of leads from Marketing to Sales? Are the requirements clearly defined?
  3. Would your Sales team agree on Marketing’s assessment of the effectiveness? Why (not)? Would Management agree with Marketing’s assessment?
  4. Are there any other departments (Support, Operations) you’d like to involve in this implementation? What would you need to ask them?

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success. Check back for Part 5.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 3 of 5)

Marketing Automation Implementation Guide - Tips, Tricks, Worksheets

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Customer Journey Questionnaire

  1. Who is your ideal customer? (Demographics, firmographics, psychographics, etc.) And what are they looking for?
  2. How would your products/services solve their problems?
  3. How did they come to your company? How do they interact with your company?
  4. Identify the most common objections your persona(s) will raise during the sales process.
  5. What education needs to take place to get someone from awareness to acquisition? From acquisition to advocacy?
  6. What kind of information does your ideal customer need after purchase? What communication do you have with them after they buy?
  7. What marketing campaigns, workflows, offers, resources, funnels do you currently have in place?

Customer Journey Worksheet

Marketing Automation is the engine of your lead generation strategy, and great content is the fuel. The best way to create great content is by knowing your prospects and customers, and mapping your content to their journeys.

Each stage of the customer journey represents a prospect’s state of mind. The Customer Journey Worksheet will walk you through the stages of the Customer Journey allowing you to see things through the eyes of the customer. To win business, make sure your content addresses the customers’ needs and mindset.

Marketing Automation Customer Journey Worksheet

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success. Check back for Parts 4 and 5.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 2 of 5)

Marketing Automation Implementation Guide - Tips, Tricks, Worksheets

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Tips to Create Quality Personas to Increase Marketing ROI

Persona Questionnaire

Created through research of your target audience, personas include a mix of customers, prospects, and those outside of your database that might align with your target audience. It’s important to collect qualitative and quantitative data to get a picture of your ideal customer, what they value, and how your product/service fits into their daily lives.

To create your personas, start by asking your target audience the following questions:

  1. What is your gender, age range, skills, title/role in the company, and background information?
  2. Can you make purchase decisions?
  3. What is your company/firmographic information?
  4. What are your most important daily responsibilities? Daily office routine?
  5. What obstacles make your life more difficult at work?
  6. What would make your life easier?
  7. What do you read daily and where do you get information that helps you do a better job?

Persona Guide and Sample

For help creating your personas and to view an example, download our Persona Guide.

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success. Check back for Parts 3 through 5.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 1 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc.

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Marketing Bottlenecks Questionnaire

  1. What areas of your marketing funnel are consistently lacking volume, quality, and/or attribution?
  2. What other software do you use for marketing activities (CRM, HootSuite, etc.). How are the activities tracked?
  3. What marketing tasks are the most time consuming for you?
  4. What marketing processes do you want to improve?
  5. What defines marketing success in your company?

Marketing Bottlenecks Worksheet

Let’s review your current marketing processes — what’s generating traffic, leads, and conversions — and see where the bottlenecks lie.

Marketing Bottlenecks Worksheet

 

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success. Check back for Parts 2 through 5.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.