Four ways to increase the value of MarTech investments

Date:

Share post:

Investments in marketing technology, including artificial intelligence, will continue. It is typically one of the largest budget items for CMOs. However, if there is inadequate leverage of these tools, insufficient management is to blame.

Here is how to overcome the underutilization of marketing technology and harness its true potential for the organization.

1. Avoid the shiny object syndrome

Without a doubt, marketing automation has been utilized effectively over the years. However, it is a tool organizations are replacing the most. This does not negate the usefulness of automation; rather, it indicates that marketers have a penchant for the newest martech gadget.

2. Prioritize organization strategy

Defining strategy must come first, followed by identifying the technology required to support the strategy. Understanding the customers is an excellent starting point. This will then determine the type of content teams must produce and the channels they must employ to generate engagement.

3. Evaluate and improve technology

It is important to continuously evaluate the technology against the defined strategy and optimize it.

Depending on the organization’s size, this should be one of the marketing operations‘ responsibilities. If firms still need to get this role within the organization, they should seek out a partner who can assist.

4. Invest in training.

For all the money spent on marketing technology, it is prudent to ensure its users receive the necessary training to maximize its effectiveness. If brands want to maximize the use of marketing technology, they must invest in training for those who will administer the tools so that they are equipped and able to optimize its use.

Also Read: Effective MarTech Trends for CMOs- till 2025

Conclusion:

Keeping things as they are today does not demonstrate the value that marketing can bring to an organization. It is time for marketers to learn how to use technology most effectively to enable a growth strategy and serve as a revenue generator for their organizations.

Read More: 4 ways to get more value from your martech investments

TalkMartech Bureau
TalkMartech Bureau
TalkMarTech keeps marketing leaders updated with the newest technology innovations, disruptive tech initiatives, and the most relevant MarTech-stack updates and conversations across the globe.   ·.   ·

LEAVE A REPLY

Please enter your comment!
Please enter your name here

spot_img

Related articles

Sinequa Announces Jean Ferré as Co-Chief Executive Officer of the organization

Enterprise Search leader Sinequa today announced that Jean Ferré has succeeded Ulf Zetterberg as Co-Chief Executive Officer of the organization....

ZoomInfo Attains AWS Advertising and Marketing Technology Competency

ZoomInfo, the go-to-market platform to find, acquire, and grow customers, has achieved the Amazon Web Services (AWS) Advertising...

BMC Announces the BMC Helix Service Management solution

BMC, a global leader in software solutions for the Autonomous Digital Enterprise, and the first vendor to embed GPT across its...

mParticle Attains AWS Advertising and Marketing Technology Competency

mParticle, an AI-powered, real-time Customer Data Platform, announced today that it has achieved the Amazon Web Services (AWS)...