Realizing ROMI Part 2: Finding the Best Marketing Technologies
June 27, 2018
We already know marketers will be spending more and more on marketing technology (martech) over the next few years—and will be doing so for good reason. But considering the exponential number of martech solutions—this year’s Marketing Technology Supergraphic puts the number at 6,829—many marketers remain understandably confused about what tools they need to include in their stack. In Part 2 of our 4-part series on “Realizing ROMI,” we take a look at how to find and select the best possible marketing technologies for your business.
ROMI Rule #1: Put the customer first.
Most marketing technologies were designed to improve the customer journey. Think about what outcomes are most crucial for your customer at every step of the funnel, from awareness and consideration, through intent and conversion. Then, allow that to guide you to tools that will streamline and advance the customer experience.
ROMI Rule #2: Research what’s out there.
To begin your search, familiarize yourself with the broader categories of Marketing Technology, which includes:
- Advertising & Promotion
- Content & Experience
- Social & Relationships
- Commerce & Sales
Then dig deeper into the more specific subcategories that make the most sense for your business:
- Marketing Automation
- Customer Relationship Management
- Content Delivery Network
- Email Marketing
- Campaign Management
- Mobile Optimization
- Conversion Optimization
- Search Engine Marketing
Most of the products available today will have thousands of qualified user reviews. You can leverage those reviews to understand whether or not the tool will be right for your business.
ROMI Rule #3: Do a trial run.
Once you’ve honed in on a few likely contenders, consider doing a trial run with tools or software before making a purchase. A pilot program or demo period can provide the crucial insight you need to know if a product is going to work for your business.
ROMI Rule #4: Find a trusted partner who can help with enablement.
For more complex technical issues and integrations, it might be necessary to call in an experienced third-party partner to provide you with the expertise you need to guide not only your ultimate stack selection but who can lead the way on integration. Doing so will help ensure you’ve assembled the right arsenal of tools in your martech stack, maximizing your ROMI and giving you insights that can be used to improve your process every step of the way.
ROMI Rule #5: Remember the importance of onboarding.
Before investing in an expensive piece of technology, you should always get buy-in from leadership and the rest of the team regarding the necessity of the tool. You should also ensure that you have the right team in place to make the most of it. Once you’ve selected your tools, user adoption will be key when it comes to success and failure. Train your team members to use the technology and provide them as much support as necessary throughout onboarding to get everyone to a place they feel comfortable with.
Martech Enablement helps companies to run their operations better and with more efficiency. Prioritize tools that align with your overall digital transformation strategy to get the best possible return on your marketing investment.
Stay tuned for the third installment of our 4-part “Realizing ROMI” blog series. We’ll continue to share our battle-tested perspective and practical advice for moving the needle on digital transformation for your organization.
Stay up to date with our email updates!
The Martech Enablement Series
Check out A Nine Part Practical Guide to Martech Enablement written by Peter Ladka and featured on Martech Today. In it, Peter shares an approach marketers can take to successfully enable martech within their organization.