Not seeing the desired ROI from your marketing technology? Lack the time to effectively measure your technology? Want advice on how you can remove the cultural resistance to change? In search of a technology solution for an emerging problem?
A crowd of senior-level marketers looking for answers to all of these questions descended on San Jose, Calif., April 3-5 for the 2019 MarTech West Conference.
If you didn’t get a chance to sit in on the 50+ MarTech sessions on the future of MarTech, maximizing the value of customer data, using technology to increase efficiency, and so much more, don’t worry. Check out our infographic below for the event’s top tweets, trends and more.
And read on for our insights on what the top four takeaways from MarTech West mean for your business.
1. Focus on adoption for successful transformation
Technology spend grew 7 percent from last year to now accounts for 29 percent of the marketing budget. A big chunk of that spend is focused on artificial intelligence (AI), as it takes the marketing world by storm, making both marketing and sales teams more efficient and productive.
But with the adoption of these new technologies will come internal cultural resistance to change. Not every employee will be excited to disrupt their status quo.
And, as budgets grow, so does the pressure on marketing leadership to deliver a return on investment.
To meet this demand, and ultimately drive the transformation that leads to tangible ROI, make sure you’re taking on the right technologies for the task, and focusing on growing adoption of your chosen tools across the organization.
For practical, step-by-step advice on how to get there, download the Digital Transformation Journey Playbook.
2. Be on the lookout for dependable vendor partners
As MarTech solutions become more sophisticated and branch out into other functions, it’s important that marketing leaders choose vendors who do more than check the boxes for a deployment.
Ongoing commitment to customer success and enablement can mean the difference between successful technology adoption and failed deployment.
So be sure to keep an eye out for partners who will be invested in helping you grow your business with organization-wide efficiencies and results.
End-to-end platforms are worth looking into, as they minimize the number of vendors to manage and they can help your business manage everything from aggregating current customer data, personalizing experiences at scale, optimize campaign performance, and more.
3. Bust silos with tech stack integration
Integrating systems should be a top priority for your organization. Breaking down silos and bringing together disparate information is the best way to improve the effectiveness of your existing MarTech stack.
Luckily, there are tools and processes that can help. For example, automation technology can not only help sync systems together without requiring extra manual data entry, it can also help you create more personalized marketing experiences. Mail connectors and signature scraping technology can help sales teams capture 300 percent more contacts for business development.
4. Take aim at customer data cleanup, enrichment and privacy
It makes sense that data integrity, privacy and analysis was a big focus at the 2019 MarTech West Conference. To get the right message to the right person at the right time, you need accurate, complete customer data. And, more importantly, you need to do it in a manner that doesn’t violate the person’s data privacy.
Jaymin Desai, Privacy Engineer at One Trust, spent Friday morning’s breakfast keynote walking marketers through best practices to prepare for California’s Consumer Privacy Act (CCPA).
With more stringent data privacy law positioned to sweep across the US on the heels of GDPR, marketers will need better tools to ensure they are keeping contact data compliant, clean and up-to-date to avoid steep penalties.
Relationship intelligence automation is an innovative way to build a clean database with contacts that are actively engaged with your business.
By automating the syncing of contacts and activities into CRM from email for sales teams, marketers can increase the level of insight into accounts with data already at their disposal. This data capture also equips businesses with better engagement records—helping you avoid costly data privacy violations.
With this technology, you can instantly see “who knows who” and “who knows who best” across your entire network, making it easy to leverage mutual connections for warm introductions, spot opportunities for cross-selling and upselling, stop customer church before it starts, and more. All while ensuring your data is compliant with multi-national, federal and local regulations.
Elevate Your Existing MarTech Stack
The overarching theme of MarTech West 2019 was how to get more out of your existing marketing technology stack. From integrating systems to installing new add-ons to driving transformational change, this year’s conference offered plenty of solutions.
The four big takeaways for successful MarTech strategy moving forward are to
1) focus on adoption for successful transformation,
2) be on the lookout for dependable vendor partners,
3) bust silos with tech stack integration, and
4) take aim at customer data cleanup, enrichment and privacy.
We had a great time connecting with other marketers at MarTech West.