Tag Archives: MarTech

New MarTech Trends for the Building Materials Industry

21 Sep

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Marketing technology continues to grow as a dynamic hybrid discipline that is highly relevant to the building materials industry. As a niche industry that nonetheless moves billions of dollars every year, successful companies in building materials must take advantage of the new marketing technique that technology provides.

You can bet that new MarTech trends will lead the industry down some very interesting pathways in the future. Here are some of the trends that you should be aware of;

Improved MarTech Applications

Marketing technology is no longer a novel buzzword to insiders – tools including multichannel attribution, view-ability measurement, demand side platform, cross device tracking and programmatic TV are now actively being studied by marketers who are in the know. It is definitely to the advantage of your marketing to identify the MarTech strategies that are most relevant to your business and drill down into their applications very soon.

Precision Prospect Hunting

Modern CRM and marketing automation systems now come equipped with artificial intelligence (AI), machine learning capabilities and predictive analysis functions. As long as the data input to the system is valid and properly scaled, pinning down new prospects will be easier than ever. These prospects will not be random; rather, the systems will identify and even tier prospects by their past behavior patterns and ability to purchase. Armed with this kind of tool, the savvy marketer will be able to take full advantage of buying signals specific to an individual prospect or trends from general news sources.

Increased Social Outreach

Marketers face a consistently stricter environment in terms of outreach through mass channels, most notably email. This is especially true for materials companies who are doing business overseas, as the EU and Canada are beginning to crack down on solicitations of all kinds. MarTech improves a company’s ability to employ inbound marketing, content marketing and social marketing for outreach. Organic techniques will soon dominate the landscape, and MarTech will lead the way.

Holistic Attribution Across the Customer Life Cycle

Quantifying both offline and online aspects of a marketing campaign is much easier with the current generation of MarTech. Even using managing multiple channels, MarTech experts will be able to watch prospects through the entire sales funnel, considering attribution throughout the total time frame. Marketers will be able to compute ROI holistically, determining the impact of each step for future analysis and improvements.

Higher Budgets for MarTech

You can expect your competition to continue directing funds towards MarTech in the future. CMOs love the overlap between marketing and tech. They were raised on it, and the proliferation of data creates more opportunities for programmatic buying in media. MarTech allows for the cultivation of big data, and the companies that apply it sooner will take hold of a strong competitive advantage in the marketplace.

If you have been toying with the idea of employing MarTech as a priority in your marketing, now is the time to make it happen. Money is moving into the discipline with an increased vigor, and you do not want to be the last one in the field. Building materials is a small community that requires a great deal of detail. People will not forget how you treat them, and the right technology helps you connect in a more personal way.

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The Top 6 Skills a B2B CMO Needs to Be Successful

29 Aug

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The CMO position is finding its way to the head table in many companies. As the hybrid skill set of the CMO become more important to business, the skills that should be prioritized are showing themselves. Although industries may vary, the competencies that are required for success tend to remain the same.

Product Marketing

As you know, most of your revenue will likely come from your existing customer base. Every CMO should understand how to market to a legacy customer as well as outreach to new ones. As aspects of product marketing, CX, UX and visual design are all important skills that your CMO should have available.

Scaling Content Creation

As the rest of your business scales naturally, your content will require a bit more effort. In order to get more quality content going for your brand, you either have to hire more people or outsource to a higher degree. Additionally, the different forms of content – how to videos, eBooks, email blasts, webinars – all require a different set of skills to make. A CMO must be able to determine the types of content that are most effective and work within the company budget to grab the most of it for the least.

MarTech

The best CMOs often come from a coding background. However, the CMO will usually not be employed as a front line coder. What is the balance here? The CMO should understand the language of the people who will be in the trenches handling business. Marketing is becoming more aligned with tech, and the successful marketing departments of the future will incorporate a great deal of overlap with the IT department. The CMO must understand what to prioritize within this overlap while understanding how difficult it is to translate marketing concepts into technical executables.

Agile Marketing

The main job of the CMO is to get rid of as much uncertainly as possible in the marketing process. As a data driven position, the CMO should naturally know how to manage shifting timelines and priorities. With a mastery of agile marketing, a CMO will basically be able to apply these shifts in real time. The result should be quicker deployment of marketing campaigns, a higher flexibility to make changes during a campaign, and a more effective cost for campaigns.

Account-Based Marketing

Even with digital automation and AI taking the reins in many aspects of the B2B sales funnel, there are more people than ever involved with each sale. Account based marketing keeps track of the money through this ever lengthening chain of command. One of the major priorities of any CMO should be to ramp up the sales velocity. The CMO should lead efforts to target many decision makers through multi-channel outreach at one time. This requires a close eye on each account from a perspective of personnel and finances.

Learning to Manage the Millennial Generation

Millennials are moving into managerial and executive positions, and the successful CMO will have to learn this new generation. Their motivations are different. There is no moving around them – they are the most qualified applications in most cases. Millennials have a natural ability to combine the soft skills of marketing with the hard skills of technology. As the older generation fades out and is replaced by this generation, a good CMO will learn a more sensitive, environmentally friendly and less hierarchal method of management.

There are certainly a bevy of skills outside of these top 6 that a CMO should learn. The market will change, and with it, the skills that should be prioritized. However, a mastery of these will certainly give a leg up.

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