Apply Technology to Drive Marketing-Sourced Revenue Growth
What We Can Achieve Together
Use Technology to Acquire More Sales Leads
Technology can direct campaigns toward higher fit target audiences to acquire not just more sales leads, but better leads at a lower cost per lead.
Use Tech to Expand Brand Reach and Recognition
Technology powered brand building programs enable price premiums and deliver significant and sustained improvements to customer lifetime value (CLV) and customer retention.
Use Tech to Lower Labor Cost and Grow Marketing ROI
Research from the Marketing Transformation Report revealed marketers with holistic tech stacks and data driven analytics achieved 1.6 times higher technology ROI than those without.
A Better Way
Why do some marketers achieve remarkable gains with technology while others do not?
The short answer is that they align technology with the most important business outcomes. And there's a 3-step method to do this.
- Start with a tech stack strategy that connects the most effective marketing apps to the most important company outcomes. Those outcomes include things like increasing customer acquisitions, customer lifetime value and customer retention.
A common misstep incurred by many marketers is that they acquire technologies in response to problems at hand and without fully understanding the long-term costs, IT complexities or how those technologies can impact related objectives.
To do better, a tech stack strategy defines a roadmap that plots the specific technologies that collectively increase the volume and quality of marketing sourced sales leads, the percentage of revenue sourced by marketing, and Return on Marketing Investment (ROMI).
Another obstacle is identifying which technologies are most effective. The marketing tech landscape can feel overwhelming. Statista reports that in the last decade, the number of marketing technology solutions grew from 150 to over 9,500. That's a whopping 6,000% increase. Trying to assess the options, and separate vendor hype from truth, can become an endless time suck.
Fortunately, we have a team that evaluates marketing apps just about every day. We assess them by effectiveness, not by popularity. For example, our research created the below matrix. The apps in the red box were the most effective in terms of achieving the most important goals.
- The strategy prescribes a holistic and cost-effective marketing software portfolio, aka Marketing Tech Stack, that shows how apps work together to create synergy and lower total cost of ownership (TCO). Not all apps can be acquired at once, so the tech stack plan is often a multiple year roadmap that delivers the biggest goals first.
A smartly defined tech stack creates a competitive advantage as it specifies a solution architecture to acquire, grow and retain more customers.
- Finally, apply marketing analytics to continuously improve performance results. Real-time analytics show what's working and not working so adjustments can be swiftly made. Predictive analytics go further to show which channels will get the best engagement, which offers will achieve the highest conversions and which buyers are most likely buy. They can create and deliver the optimal offer to the precise target audience at the right time and in the right channel.
When multiple technologies are integrated, they feed recommendation engines so that marketers can detect customer sentiment, predict customer behaviors, facilitate customer journeys, deliver high-propensity offers and act upon data-driven insights.
Analytics also define the most important metrics to track progress and prompt real-time corrective action when variances occur. In fact, if your business intelligence is not continuously suggesting, adjusting or reprioritizing your actions, it's not working.
When marketing analytics show how to connect data, insights, action and outcomes, marketers can focus on the outcomes that most matter and need to be pursued first.
Applying Marketing Technologies to Improve Marketing Outcomes is our Business
Anybody can get marketing software to run, but getting software to increase sales lead acquisitions, grow marketing-sourced company revenue, expand the brand, and improve marketing ROI is an entirely different pursuit and dependent upon applying technology strategically.
We are experts and certified with market leading CRM platforms, marketing clouds, customer data platforms, artificial intelligence and other marketing technologies. Our evidence-based best practices and acceleration tools bring proven techniques to achieve lasting improvements. Our purpose-built analytics bring visibility and predictability to progress and forecasted results.
What Sets Us Apart
We apply some standout differences to achieve better results for our clients.
Our consultants are not just marketing tech experts, they are marketing experts. We have held the roles of digital marketer, brand manager and CMO, and understand the many challenges that face our clients.
Our staff are experienced and certified with marketing platforms such as Adobe and Salesforce Marketing Cloud, customer data platforms (CDP), sales enablement, social marketing, marketing analytics, AI and related technologies. We know how to implement these systems and show a financial impact quickly.
Our evidence-based Best Practices are engineered plays derived from research that repeat learned actions to achieve predictable results.
They are instrumental in prioritizing efforts by investment and ROI and achieving Best-in-Class benchmarks.
When you apply best practices you eliminate guesswork, avoid trial and error exercises, and pursue the shortest path to forecasted success.
We know how to help marketing integrate with the sales organization for mutual results. We are well versed in helping marketers perform buyer insights programs for more effective selling, sales enablement programs to better leverage customer insights and marketing assets, and sales and marketing alignment to improve the volume and quality of leads delivered to the sales force.
These types of programs shift marketing from being viewed as an activity-based organization to being recognized as a revenue partner.
We have a unique focus in helping clients implement Marketing Centers of Excellence (CoE). A CoE brings scale to scarce and high-demand skills by applying one or a few resources to go deep into certain marketing technologies and then disseminate insights, best practices and services for all others.
A CoE leverages technical skills to surpass ordinary standards and achieve extraordinary financial results. Many times, that means driving marketing performance beyond the norm to Best-in-Class standards. Our experience shows these groups can raise marketing ROI by low double digits within 90 days and continuously increase that payback over time.
We offer flexible services to accommodate different levels of engagement.
- Maximum flexibility
- Minimum business interruption
Do It With Me
- Maximum collaboration among teams
- Maximum learning and knowledge transfer
Do It For Me
- Fastest time to value
- Highest performance results
We welcome an introductory call with a MarTech consultant to discuss the options that best achieve your goals.