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Five Ways Marketing TechnologyWill Transform Our Industryby Liz Dennison | March 25, 2015 | 767 views

Though 83% of B2B marketers say creating buyer-centricmarketing is a priority, only 23% claim to be advanced inits implementation, according to research firmSiriusDecisions.

This discrepancy isn't surprising when you look at thetechnology landscape in which today's marketers operate.

Nearly 2,000 marketing solutions that specialize insearch, email, social, events, webinars, videos, and muchmore are now available. Marketers have defaulted to

building marketing strategies around these channels-focused investments rather than buyerinterests.

But priorities are shifting away from rigid channel-based tactics toward holistic strategies that delivera consistent buyer experience across all devices and outlets, and allow for adaptation in the face ofinevitable change.

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inevitable change.

How will marketing technology help push us toward that brighter future?

Here are five ways.

1. Integration will rule

Integration is the key to supporting realalignment across teams, getting visibility into allyour content and campaigns, surfacing insightsthat are otherwise locked inside tools, andensuring your buyer's journey is clear andconsistent.

If your investments in marketing technology aregoing to succeed, those different apps andsystems need to "talk to each other." And that'swhere integration is critical. Most Popular

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Rebecca Lieb, industry analyst at the Altimeter Group, refers to a future model called the "contentmarketing stack," which combines eight specific workflow solutions around content and social.

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This stack will not only work with technologies currently on the market, Lieb says, but will alsopromote integrations with future tools.

"There can always be new technologies that emerge, technologies we haven't even thought of orconceived of at this point," Lieb says. "But there is an immediate need for all of these point solutionson the landscape to start talking to each other and start playing nice with each other."

By opening up their APIs, marketing "stacks" will allow new technologies to plug into theirenvironments seamlessly.

2. Marketers will become technologists

As the technology landscape shifts toward integration, marketers will need to become more tech-savvy than ever.

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Mayur Gupta, chief marketing technologist at Kimberly-Clark, calls the future marketer who is notonly technically driven but also creatively driven "The Unicorn."

"The Unicorn is a modern marketer who is a technologist," Gupta says. "But she is also a storyteller,she is also a creative, she is also a copywriter."

The Unicorns will cut across silos—both internal and external—unifying the customer journey fromawareness to sale through retention.

The result is a closely integrated department, regardless of function, that can plan and delivermarketing campaigns based on both analytical and creative decision-making.

3. Silos will shatter

Most marketing teams today depend on static documents circulated via email for feedback or a sea

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of disorganized Google documents. As a result, multiple versions and conflicting edits throw awrench in efficiency, confusing stakeholders and stalling campaign launches. There are no visibletasks or next steps, and things get very messy very quickly.

Visibility is the cornerstone of a customer-centric marketing process. Future marketing teams willdepend on agile, adaptable processes that hinge on real-time editing and collaboration on cloud-based platforms.

This integrated platform will grant organization-wide visibility across all functions, channels, andtools.

4. New executive roles will emerge

Great customer experiences are human-driven, not technology-driven. Companies need someoneto hold the reins on internal marketing technology investments, organizing and prioritizing them todeliver a rewarding customer experience.

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Some 70% of companies today already have a chief marketing technologist (CMT). Soon, it will bemore like 90%.

Research firm Gartner defines CMTs as "familiar with marketing techniques as well as technologies.They need to understand how to use technology to define markets, attract, acquire, and retaincustomers."

Their main job, as Scott Brinker puts it, is to enable a holistic approach to marketing technology andhelp leadership recognize how new technologies can open up new opportunities across all teams.

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Technically fluent storytellers, CMTs are the bridges between IT and marketing. They work closelywith the CIO and the CMO to establish the technological blueprint that allows companies to servetheir customers at the highest level.

5. Insights will surface

Future integrated marketing technology stacks will provide real insights into marketing performance,surfacing data previously locked in separate tools.

These platforms will provide far more than vanity metrics like unique views and shares. They'llintegrate with social, CRM, marketing automation, and Web analytics tools to reveal results acrossall channels throughout the buyer's cycle. The results then give marketers insight into which contentand messages speed up the pace to purchase.

This vision of marketing technology isn't only a figment of our imaginations. There are centralizedplatforms already adopting this model today.

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Liz Dennison is a writer and content manager at Kapost, a software companythat allows marketers to develop, manage, distribute, and analyze their contentfrom one place.

LinkedIn: Liz Dennison

Twitter: @lizkoneill

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Digital Marketing, Marketing Strategy, Technology, Thought Leadership

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by Katherine Wed Mar 25, 2015 via web

Liz, your points on integration and insights are so true. Without our different marketingtechnology being able to work in tandem, we have no way of knowing how or when a leadturned into an opportunity and an opportunity turned into a sale.

To nurture and manage our customers, we use Marketo (track leads from web and email),DialogTech (attribute inbound phone leads back to our marketing), and Salesforce CRM(feed lead data in from both Marketo and DialogTech).

by George Schildge Wed Mar 25, 2015 via web

For those CMOs who aren’t quite up to speed on technology yet, it may not be imperative tounderstand every one of the 1000 or more marketing and ad platforms in the market. What isimportant is identifying those that are going to be relevant to your business.

I take an afternoon every week to seek out information on marketing technologies andemerging trends online. You must have a curiosity, be technology savvy, and you have tospeak the language and re-educate yourself on the elements that will be effective in yourbusiness. If you are a business admin-focused marketer today that doesn’t quite get thetechnology or thinks you’ve reached a point where you can stop learning and rest on yourlaurels, then you’re toast. Reach out here: http://matrixmarketinggroup.com/george-schildge/

by Neil Mahoney Wed Mar 25, 2015 via web

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Per Rebecca Lieb's comment on Integration, my "15 Commandments for a truly integratedMarketing-Sales Process" details the steps that are necessary to accomplish that,

by Liz Wed Mar 25, 2015 via web

@Katherine, Thank you so much for reading! Also, thanks for sharing your own technologymap. I think it's important to share our different strategies for integrating/navigating thiscrowded marketing technology landscape.

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