![]() ![]() Used strategically, attributes help you stand out in noisy, competitive markets by increasing search views and speaking directly to customers’ specific needs. Attributes define a service or product and include technical product specifications, like dimensions and operating standards, marketing claims, and feature callouts. With the rise of digital commerce, marketplaces, distributor portals, and sales enablement tools, product attributes are more important than ever. Trustworthy, current, and accurate product data sources are needed in two areas of customer-facing content: How do our teams know what to tell audiences? How do we know when products are available, what products to include in a promotion, which channels need info, or when to update content as products change? Leaving the product completely out of the martech stack is a critical mistake too many marketing leaders are making. In addition, marketing teams use content management systems (CMS) to build robust websites and layer in experiential webinar tools and search engine optimization (SEO) to attract valuable traffic. The most common marketing automation platforms publish through email, social media, and various forms of advertising, and include experience optimization for personalization and testing. These distribute creative content and optimize success within a given stream. The typical martech stack primarily focuses on customer communication channels, with “marketing hubs” pulling together once disparate solutions. More than a simple contact database, CRM tracks lead attribution and provides insights on how marketing campaigns influence sales pipeline and customer growth. Although traditionally focused on B2B marketing, CRM is increasingly necessary for B2C businesses for capturing audience feedback to personalize the customer experience and improve retargeting. Most marketing solutions concentrate on the target audience or the channel of communication:Ĭustomer relationship management (CRM) creates the framework for managing information about our targets and the journey to becoming a loyal repeat customer. The most powerful martech stacks align with these strategies and create a strong foundation to execute in each area. We identify who to talk to, what to tell them, and the best way to reach them. We need to transform our collective building blocks and streamline our martech stack into a shining tower of productivity.Īll marketing strategies revolve around the combination of three crucial components – audience, product, and channel. That requires starting at the foundation, integrating solutions that are easy to use and configure, and ensuring flexibility for business changes. It’s time to take stock and refine our technology toolkit to best support our core marketing strategies. This disjointed landscape is costly, and complicated, and causes fractured marketing efforts that prevent truly seamless customer experiences. ![]() Marketing Analytics, Performance & AttributionĬustomer needs have radically shifted over the last few years, and so has the patchwork of tools for marketing teams to quickly adapt to them.iPaaS, Cloud/Data Integration & Tag Management.Business/Customer Intelligence & Data Science.Audience/Marketing Data & Data Enhancement. ![]() Optimization, Personalization & Testing.Sales Automation, Enablement & Intelligence. ![]()
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