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The backbone of digital transformation is the technology we use. Technology to find customers, attract customers, attract customers and sell. Everything that happens in marketing and sales includes technology to help us be more efficient and effective in the things we do.
Today, marketers have access to endless streams of data and a multitude of tools specifically created to enable business growth. For marketing professionals, the evolving landscape is not always easy to navigate. Mountains of data can be useful if used correctly, or it can create a fragmented customer picture, skewed goals, and a difficult path to revenue growth.
How are marketers using technology to transform their marketing programs and pave the way for better results?
State of MarTech a new study by Ascend2 and SharpSpring surveyed 187 marketing professionals to find out how they use technology to achieve better results.
Here are some findings:
Search #1: Lead generation and truly relevant attribution are the most commonly reported challenges marketers face when it comes to the success of their digital strategy.
Research also shows that 76% of marketers feel that they are missing out on revenue growth opportunities due to challenges such as lead quality and marketing attribution.
Digital transformation tips: More than a quarter of marketers are struggling to attribute campaign results to marketing efforts. Attribution can turn a good marketing strategy into a game-changer for your business by letting you know which campaigns drive conversions, so you can invest in efforts that deliver results. best efficiency. This is also key to identifying your quality leads.
Marketing technology will allow you to set up a multipoint attribution model in a few simple steps.
- Define the attribution model you want to track (first touch, last touch, linear, U-shaped, etc.).
- Track your campaigns.
- Set up your conversion goals.
- Create custom reports with multipoint attribution.
Research shows that too many technology tools are not always better. 44% of marketing teams are using 4 or more tools to execute their strategy but are still facing major challenges. To overcome challenges like attribution and quality leads, look no further for tools, but instead look for tools with built-in features, like attribution tracking.
Search #2: It's time for the marketing professionals to troubleshoot the data.
Marketers aren't thrilled with how their tools and technology are working to support their strategy. The marketing tools received an average rating of 6 out of 10 (almost a slip!). Research shows that the technology has the potential to fix problems but requires a strategic and systematic approach. Here is a closer look.
Digital transformation tips: 59% of marketers feel that they do NOT have the data they need to feel confident about which marketing campaigns are working and which are not.
By leveraging dynamic behavior, demographics, and information, you can provide customers with content tailored to their interests and activities – without lifting a hand. And since every customer interaction provides additional insights, your brand experience becomes increasingly relevant across channels. Visitors feel understood, which ultimately encourages them to return.
Synchronizing your sales and marketing automation platforms is key to getting a score of 8,9, or 10 (best in class). Unifying your sales and marketing platforms makes it easy to eliminate data dumps, clean your data, and make data-driven decisions.
Finding #3: Solutions – Consolidation and integration of tools and technologies.
83% of marketers agree that consolidating tools in their sales and marketing technology arsenal will increase productivity and efficiency.
The report provides a comprehensive list of tools used by marketing and sales teams. Here are the top four for each.
Digital transformation tips: Running with a lean technology platform can reduce operational silos and enable better end-to-end visibility of customers and leads. Consolidating tools can also reduce time to resolve issues, dramatically reduce costs, simplify forecasting and tracking KPIs, and streamline employee training.
Search #4: Current status of integrating marketing and sales technology.
Unifying tools alone can help drive overall efficiency, but integrating technology (ideally into a single platform) centralizes customer data and drives measurable results . 51% of marketers are only partially integrated or use manual processes between tools.
Digital transformation tips: Digging deep into the research found that the most successful marketers are 118 % More Likely to be Fully Integrated. The team developed a plan to align marketing and sales, and technology integration enabled the plan to become a reality.
Inference
Adopting an all-in-one revenue growth platform is the next stage of digital transformation. The ability to use technology to align your marketing and sales so you can optimize your entire funnel, with a holistic view of channels, campaigns, leads, and customers.
McKinsey calls it “full-funnel marketing” and says that a key benefit in “Linking KPIs across channels and stages of a funnel leads to actual business results, such as conversions or leads.” , allowing companies to better understand the true impact of their marketing and then craft the messages that will elicit the best response. ”
To learn more about digital transformation, download 18 – page State of MarTech report .
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