How To Leverage Marketing Technology To Boost Sales: The Ultimate Guide

Marketing is one of the fundamental aspects of any business and harnessing cutting age technology for marketing purposes will ensure growth in terms of customer satisfaction as well as sales. Collaboration of marketing strategies and technology allows organizations to capture some portion of individual’s or customer’s time spent on mobile devices and utilize that time to present their products or services.

If you are willing to leverage technology for marketing and ready to take your business to the next level, then this is the ultimate guide to help you.

What Is Marketing Technology?

Often known as MarTech, Marketing technology can be termed as a range of software and tools that assist in achieving marketing goals or objectives. Technology in marketing can be used to plan, execute, and record campaigns and other marketing tactics. It also helps to improve B2B as well as B2C communication processes.

When a marketing team implements a grouping of marketing technologies, this is known as their marketing technology stack. It is an interconnected web of marketing software tools built on the basis of a business’s or brand’s unique objectives. Deployment of such a MarTech stack enables businesses to attract and engage customers as well as understand consumer behavior patterns and drive conversion if needed.

Also Read: How Can Next-Gen Digital Customer Experience Make or Break Your Brand

How Marketing Technology Is different from Advertising Technology?

Sometimes, one might get confused with MarTech that it’s similar to Adtech, but these two are quite distinct from one another. To begin with, marketing technology generally refers to the technologies that help to create, communicate, and deliver offerings to customers. Whereas, advertising technology is strictly used to influence buyer behavior by promoting offerings. For example, Customer Relationship Management software is part of martech, while social ad platforms are applications of adtech.

Most Common Marketing Technology Applications

While there are a number of marketing technology applications to opt from on the basis of what suits your brand niche as well as considering the presence of your customer base. However, some of the most commonly used martech platforms and software tools are as discussed below.

1. Marketing Automation

It uses software and web-based services to execute, manage and automate repetitive marketing tasks and processes to more effectively market through multiple channels including, email, mobile, social media, and websites. Marketing automation mainly focuses on defining, scheduling, segmentation and tracking of marketing campaigns. This allows the marketing and sales organizations to nurture leads with highly personalized content designed to attract and retain customers.

2. Customer Data Platform

Often referred to as CDP, this is a marketer-managed system designed to collect customer data from all sources, analyze it and develop unique, unified profiles of individual customers. As a result, organizations obtain a persistent, unified customer database that shares data with other marketing technology systems.

3. Customer Journey Analytics

Such software tools enable marketers to connect real-time data points from across multiple channels, touchpoints and systems. This allows users to gain insights into the customer journey over a period of time and also allows marketers to explore the customer journey using this data.

4. Marketing Performance Management

This platform employs statistical modeling and machine learning technology to assess the performance of an organization’s marketing initiatives and its impact on the targeted audiences as well as sales. Its purpose is to help marketers allocate future spend and integrate it with business goals.

5. SEO Platforms

Search engine optimization provides numerous capabilities to a business. It includes keyword research, rank-checking, backlink analysis and acquisition, as well as competitive intelligence, social signal integration, and workflow rights and roles. Application of such marketing technology helps to enhance the digital presence of an organization.

6. Enterprise-Level Platforms

Such platforms can provide more extensive link and site analytics, which may include predictive scoring systems to identify potential opportunities to improve page performance or link authority. Sometimes it requires additional investment in order to differentiate  businesses by offering more frequent or detailed data updates or content marketing features.

7. Identity Resolution Platforms

Utilization of identity resolution platforms enable marketers to wind up customer marketing, analytics and compliance with insightful details of activity across all of an organization’s customer touchpoints and channels. Such identifiers comprehend both online i.e. device, email, cookie or mobile ad ID as well as offline i.e. name, address, phone number data signals and other attributes.

8. Email Marketing

Email marketing is one of the most widely used marketing technology platforms. It offers several features along with email creation and sending. It can provide workflow automation and collaboration, Deliverability management, Data management, Ecommerce capabilities. With recent developments in email marketing, this platform also offers Analytics and reporting as well as Third-party integrations.

9. Digital Asset Management

DAM software can store, organize and create an organization’s library of digital assets. It is the “single source of truth” where marketers can find every relevant version of the media assets, also known as marketing asset management. These digital assets have been created for the brand marketing including images, PDFs, photographs, audio, video and even virtual reality or other cutting-edge formats.

10. Digital Experience Platform

This platform enables the creation, management, delivery and optimization of digital experiences in a variety of channels and contexts. Also known as DXP, it differs from a content management system (CMS) which delivers to multiple digital channels and has commerce built-in and scales, among other things.

11. Call Analytics Platforms

With the application of a call analytics platform, businesses can track both online and offline leads. Its core function is call tracking i.e. following a call from source through a website, click-to-call search or even a display ad to a sales representative according to geographic location or product line.

12. Account-Based Marketing Software

Often referred as ABM, it enables the implementation of B2B marketing strategies that can help to integrate sales and marketing efforts on high-value accounts. This is a kind of customer acquisition strategy that focuses on delivering promotions via advertising, direct mail, content syndication, and other methods to targeted customers.

13. Digital Events Platforms

Such platforms enable event marketers as well as organizers to plan, execute and assess the outcome of digital event experiences such as on demand presentations or live webinar events. These events can be served to the target customers or audiences without any geographical barriers.

Conclusively we can say that, MarTech has become a focal point of digital marketing campaigns, and vastly utilized in order to optimize marketing efforts across any marketing channel. However, the outcome of a marketing strategy will depend on the selection of appropriate technology applications and its execution as MarTech is an ongoing process that needs to be in coordination with several other tools.