Have you been caught in a vicious cycle with your B2B marketing strategy?
Maybe you’ve found yourself hooked on the latest and greatest marketing automation technology that promise you success — a situation not uncommon to many marketers.
Marketing technology options are endless. So how do you choose which one you should execute in your business?
If you’re using Martech in your company, here are some top tips to help you save time and hopefully spare your budget.
Is Martech’s All-in-One Platform the Most Efficient?
Just about every marketer finds an all-in-one technology marketing system to be the most appealing. From the outside, it just makes sense. Who isn’t looking to save time, money, and be more efficient. But at the core, is this really the best solution?
Consider these factors before deciding to make any investment into your company.
· Companies can easily spend over 1 million dollars on these types of systems.
· Martech companies that “do it all” typically perform inferior compared to companies that niche down and commit to doing one thing well.
· Martech has no one marketing element it does exceptionally well.
· Not only is the initial cost high, but the hidden costs are as well. For instance, more time and money is required for companies to train their employees to use and execute the systems and features correctly.
And don’t assume you’re getting the best value for your money with an all-in-one system as it’s not always the case. There’s no magic bullet when it comes to marketing. The smartest decision any business owner can make is to invest in the best high-quality systems — even if it means having many of them.
Optimize your Marketing Strategy with Simplicity
By partnering with vendors that have niched down, you’ll be far more strategic and effective.
It doesn’t always make sense to follow what every other marketer is doing. For example, using Facebook ads to drive leads the same way as everyone else may not be as effective for you. Why? Because everyone else is investing in Facebook ad campaigns, joining groups, and promoting their content on there.
And the old saying, “Less is more” is absolutely true.
You can often get better results by keeping your marketing strategy simple. For example, if the masses are using Facebook, Twitter, and Instagram to market their businesses, try a more unique approach. Ask yourself, how can I connect with my target client in a way that not everyone is using? Use the “backdoor” route so to speak.
Spending more money doesn’t always mean you get better results either. Think about which technologies are less common. Could you use some of the newer platforms that are being established?
When considering which technologies to use in your strategy, think about your prospect. What are the best ways for them to receive the information? Then, develop a proactive way to market and get in front of them.
Podcasts and webinars, for instance, are valuable and effective ways to market your company. Since many businesses don’t take advantage of this opportunity, it can serve as a backdoor approach to marketing.
The Future of Marketing Technology
The advancement of technology is undoubtedly growing each year. But the future of technology is not to have an all-in-one system. Rather, the focal point is moving towards partnering with smaller marketing vendors that are niched down.
There’s no sense wasting time, energy or money on a technology platform that’s not producing the outcomes you’re looking for.
If you instead approach this by seeking companies and technologies that excel at one thing, you’re marketing efforts will pay off in the long-term.
Over to you — are you using one of the popular all-in-one platforms, or are you seeing the light and integrating services from smaller, independent vendors?
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