What to Consider When It’s Time for New Marketing Technology

By Marcia Riefer Johnston


Marketing automation tools. Social media tools. Collaboration tools. As a marketing leader, you’re faced with a crushing number of marketing technologies to consider: almost 5,000 of them, falling into some 75 categories. When it’s time to consider new technology, how on earth do you know what all to consider?

B2B Marketing Academy co-founder Peg Miller has some guidance. Peg talked at the Intelligent Content Conference about Your Next Marketing Technology Implementation: How to Survive, Thrive, and Keep Your Job. In this post, I sum up what she had to say on three points:

  • Prioritize people and process over technology.
  • Seek as simple a solution as possible.
  • Ask questions from multiple perspectives.

Prioritize people and process over technology

The people-process-tech model, which puts technology at the end of the decision-making process, has been around for decades. Still, companies often rush into marketing-technology decisions before they understand their current processes or lack of processes.

I like the way Peg made this point in a CMI article earlier this year:

To prepare for any technology implementation, document the holes or weaknesses in your processes. This knowledge will help you eradicate poor processes before you replicate them inside of a new technology.

Monitor and document your processes until you fully uncover the way your teams do things today, Peg says. Find out where you lack processes and where you need to do things differently. Improve your processes as much as possible before you buy.

In many cases, the changes companies need to make don’t even require new technology.

When you need technology as part of the solution, address process issues and pain points before you move over to new tools. “Companies often adopt new technology and keep bad processes,” Peg says.

Fix process issues before moving to new martech tools, says @PegMiller.
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For example, one company she worked …read more

Source:: content marketing

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