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Silver Chef had been using Salesforce CRM for about four years before D’Alessandro started in 2015, but was seeing a decline in use.
“The big issue was we were using it just to track sales behaviour but had none of our customer data in there,” he said. “What we identified was a need for sales people to access better information about their dealers and customers, the contracts and assets.”
The first step was integrating CRM with finance and contract management systems in order to expose data to the sales team and in turn, the marketing function. The second step was adopting Salesforce B2B marketing automation platform, Pardot.
“Sales is now using that for day-to-day activities to make sure they’re meeting with the right dealers and customers, while marketing is using it to make sure we are segmenting the market right, and providing the right offers to the right people at the right time,” D’Alessandro said. “We couldn’t have done that just by tracking sales behaviour, we need to use it as an aggregation point for our business. So we have built a 360-degree view of our customers, dealers, assets and our contracts.”
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Here are some ways companies are working around the code barrier:
•Leaving segmentation to places where it doesn’t break anything.
•Pulling engagement behavior into a separate, less fragile environment.
•Sharing site ownership between marketing and development.
And this situation will get even better based on a few more developments on the horizon:
•More API-like gates to enable low-risk sharing of information between data sources (like marketing sites) and insights developers (like Segment).
•More of a modular approach for tracking, creating a safe area within the code where marketers can drop tags and enable tracking without affecting the display.
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"Not everyone has a big budget to spend on completely restructuring their marketing org, buying fancy technology, etc. Take a deep breath and start small to win big. Here’s how Kate Athmer of Integrate suggests getting started:
- Identify which demand gen challenges are affecting your organization. We created a demand marketing assessment guide to help with this. You can get it here.
- Talk to your peers at other organizations to learn how they’re approaching similar problems.
- Create a strategy for solving these challenges incrementally.
- How can you reiterate manual processes to speed them up? For example, creating templates for repetitive efforts.
- Are there any alternative ways to approach a problem that would be more efficient? Maybe existing tech you have could be repurposed?"
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Improving technology performance and efficiency rank at the top of their investment priorities over the next 12 months. As any pursuit of a tech stack overhaul involves the outsourcing of certain functions, deferring platform design and maintenance to a vendor enables firms to both reduce operating costs and achieve scale at a higher pace than otherwise possible.
But exactly how are these goals accomplished? The answer is an integrated technology stack.
One example of such a stack is already present within the marketing and client-facing practices of many financial services firms. It consists of a customer relationship management (CRM) system, a marketing automation platform (MAP) and a sales enablement solution. By placing an emphasis on platform integrations, each individual technology generates a better ROI for three main reasons: unimpeded data flows, higher rates of adoption and tighter organizational alignment.
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The growth of public APIs has grown from 186 in 2005 to 15,799 in 2017 according to Scott Brinker’s ebook. The implication being that marketing technology product integration continues to be a growing trend, especially among the major players such as Salesforce, Adobe, SAP, Marketo and several others.
The problem is that even when you integrate these products, you’re still seeing multiple reports from each platform. So while the data may flow between platforms, you’re still not seeing the big picture.
Artificial Intelligence (AI), particularly what is known as an expert system, appears to be the answer to all problems.
What I can tell you is that when you start with an integrated marketing platform and build AI into the system from the start, what you get is an intelligent resource that works for you (rather than you bending your company’s marketing around some one else’s technology stack).
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Brands which attempt to build integrated marketing stacks inhouse, said Tack, "can get in over their heads really quickly." Of course, there's no shortage of partners who can assist in integrating such platforms and tools at the systems level. But systems integrators, said Tack, "are great at software, not data." And successfully traversing the obstacles which confront the CMO is impossible, Tack said, if data remains siloed.
The Omnichannel Integrator, as Acxiom explains it, is neither a product nor a platform, but specific expertise in consolidating the data layer, and making the data available to the multiplicity of marketing channels.
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eMarketer: Companies’ marketing technology stacks are constantly growing. Why is this problematic?
Tony Branda: Each piece of marketing technology—be it a marketing automation tool, an experience cloud or a CRM [customer relationship management] solution—has its own data model attached to it. Every step in the cross-device journey requires data handshakes between different systems. For example, in the past, we had a number of point solutions for mobile marketing, but we didn’t have a marketing database where we brought them all together. We didn’t have one version of the truth.
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Many are wasting time jerry-rigging their own marketing stacks from disparate point solutions that ultimately result in increased costs and unnecessary friction. Marketers should instead ask themselves: what is the total cost of ownership of this stack?
The pursuit of best-in-breed will not be worthwhile if the difference in KPIs is marginal and the percentage of non-working pounds – often hidden from view – increases.
Workflows are complex enough, and this approach will only complicate processes further.
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- Collectively exhaustive: Your connectivity layer should be “fit for purpose” for powering your entire stack, not just a component of it.
- Low maintenance: Your connectivity layer should eliminate, or at least minimize significantly, the overhead associated with maintaining third-party APIs.
- Open: Your connectivity layer should be partner and channel agnostic.
- Flexible: Your connectivity layer should be able to “translate” in order to support all of the various schemas utilized by each of the endpoints across your marketing stack.
- Secure: Your connectivity layers needs to be secure and reliable from end to end.
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When comparing Zapier vs. IFTTT, you’re not exactly comparing equals. IFTTT is free, but comes with some of the complicated issues you’d find with any open-source tool. The number of connections it provides makes it a great choice for folks who want to automate their home and simple data chores, or for small businesses that can trade a little time for the price of a free product. Zapier is a business-oriented tool meant to help speed business processes. That means most of its integrations are made for sales, marketing, and IT.
Both of these tools build their models on third-party connections, so keeping those connections current and backfilling information when the connections break will present itself as your newest maintenance task. In the long run, you’ll find that refreshing your connection every so often is a small price to pay in exchange for all those manual tasks you no longer have to think about.
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1. Ineffective Lead Response.
An effective lead response process at the very top of the lead funnel – a process that combines telemarketing AND automated email response – can improve conversion rates, and demand generation ROI, significantly.
2. Poor Messaging.
You can throw all the technology in the world at your target market, and if your message doesn’t resonate with that audience, it’s all for naught.
3. Poor Content.
Content is hard work. But good content is the lifeblood of effective demand generation. By “good content” I mean information of value that speaks to your audience’s pain, problems, and challenges and not content that simply sings the praises of your product.
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Here are three ways you can jumpstart the process of accelerating your acquisition efforts.
1. Embrace a Data-Driven Culture.
Your organization must be prepared to quickly deliver the most relevant brand experiences at any touchpoint — and carefully executed data-driven marketing is the answer.
2. Take Hold of First-Party Data.
By activating and operationalizing your first-party data, you can deliver more relevant content and offers more consistently.
3. Welcome Integration With Arms Wide Open.
Our mindsets must shift with regard to not only how we define the success of our marketing channels, but also how our organizations view integration. With customers jumping in and out of touchpoints, it takes a unified, integrated approach to make sure they have a solid experience to land on. As the world of acquisition evolves, so must your digital marketing strategy — including the integration of marketing and advertising technologies.
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There are over 2,000 marketing technology companies today. Each one doing something a bit different, filling some unique yet critical need. That means on a daily basis, marketers might choose from 100 different software programs to fulfill relatively basic tasks.
That inspired somebody, somewhere, to misappropriate the word ‘stack’ from the development world to describe how a particular company might be aligning all their pieces of a marketing and sales pie. The result often becomes a head-bangingly frustrating process where you’re piecing together several to deliver a single campaign.
Sure, you could opt for an all-in-one solution like HubSpot. But it’s also expensive. What if you don’t have that kind of loot?
Here’s how you can use even the most basic, inexpensive or free pieces of software to replicate sophisticated marketing automation and business process hacks.
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MarTech is the best tool available to bridge the gap between Sales and Marketing.
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As the marketer’s role continues to morph at light speed in an attempt to deliver a seamless positive customer experience across all touch points, so does the technology underneath and the associated headaches. Here are CMO peer solutions and a collective perspective on how CMOs are tackling this issue.
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MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.
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iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.
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MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
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Digest...
Today, we continue to the conversation with another number: 50. That's 50 as in the percentage of digital marketers who favor a marketing cloud suite — the same number who like a best-of-breed solution approach. What's the advice to someone stepping into buying marketing software for the first time? "When you make your technology investments," [Mike] Sands [CEO, Signal] told CMSWire, "always keep integration top-of-mind — don’t just focus on features and functionality. All of your teams should be trained to make integration a priority. And when buying new solutions, you should select vendors that understand your company’s data strategy and provide a clear path to making their technologies connect to the rest of your ecosystem, including legacy systems." ► Receive a FREE daily summary of The Marketing Technology Alert ◄
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Digest...
1. Be Where Your Customers Are, No Matter What The Channel The notion of gaining access to all those devices is daunting. Luckily, there’s a fast-track solution. APIs let you securely serve up your data, services, or content, enabling developers to build apps for any device using that data. 2. Partnering For Digital Network Effects APIs make it easy to exchange data and integrate with partners. Your partners, in turn, can extend the value of your data and create something even more valuable. 3. In The Digital Economy, Innovation Happens Outside Your Box APIs not only let you showcase your business on mobile devices and create network effects with partners to fuel innovation. They open up access to millions of app developers around the world who are hungry to build the next big thing. 4. Survival Of The Fastest APIs are the business technology that removes organizational, technical, and security barriers to unlock the value inside your enterprise. They make it easier for a CIO to say “yes” to a CMO while maintaining security and control. They’re a simple interface on complex systems that provides the agility to react when market and customer expectations shift. 5. Become A Real Digital Business CMOs need to understand how new technologies like APIs help create value for customers. CIOs need to understand how customer and market expectations must drive their technology decisions. In other words, the partnership must center around the customer. ► Receive a FREE daily summary of The Marketing Technology Alert ◄
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![[FREE] The B2B Enterprise Demand Generation Study - Annuitas | The MarTech Digest | Scoop.it](https://img.scoop.it/Vgy83L3grf7G3cj41qqFGfL6dadsvGA8m9WNoVsbzkY=)
How CRM and marketing automation have delivered $5m in revenue to this ASX-listed company - CMO.com
INTEGRATION!!!
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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing