Using marketing technology to optimize your workflows
Digitization is inescapable. That sounds gloomy, but we promise it’s not a bad thing! It’s simply one of the characteristic developments of the 21st century and one everyone has to adapt to. The same goes for marketers.
Companies all over the world aren’t digitizing their workflows just for the sake of digitizing, however. No, they do it because technology is a way to make everything a little easier. So if you’ll only remember one thing from this blog, please let it be this: digitization is a means, not a result.
Luckily, marketers have their own digital means to move with the times. But how do you effectively use them to maximize your marketing potential? It’s all about choosing the right tools. Then, it’s only a matter of implementing them. In this blog, we’ll go over the crucial steps of embracing digitization to optimize your workflows.
Definition: Marketing technology includes a range of tools that aid companies in achieving their marketing goals. For example: CRM systems, marketing automation tools, data management platforms, search engine marketing tools, advertising networks…
First things first: what’s your destination?
Nowadays, there are a bunch of tools to help you streamline your workflows. CRM systems allow you to improve your customer relationships, while data management platforms are a good way to collect and secure data, for example. The other side of the coin? Choosing between thousands of tools isn’t the easiest thing to do. Take the time to figure out which tools will help you get the results you want.
The only way to make technology work within your company is to take it slow. Let’s look at it this way: the first step of organizing a trip is deciding what your destination is. That seems pretty obvious, no? So, take the core of your business and ask yourself where you want to go by digitizing your workflows. Maybe you want to grow your business, or maybe you want to start smaller and strengthen your brand first?
Whatever your goals may be, defining them is the first step. It would be weird to pack your bags before you’ve picked a destination, right?
Plan your journey
You’ve decided where you want to go, great! Now, it’s time to decide how to get there. We need to keep several things in mind.
Imagine: you want to travel from point A to point B. To do so, there are different routes you can take. You’ll also have to choose between several means of transportation. A car allows you to cover larger distances, but maybe you don’t even need to travel that far. In that case, walking is easier. And depending on your means of transportation, you can use different roads to get to where you want.
Digitization is surprisingly similar. Which marketing technology (transportation) are you going to use to reach your goals (destination)? And how are you going to use those tools (which roads are you taking) to get there? Once you’ve answered those questions, it’s time to draw up a roadmap.
Making an overview of all the steps in the process will help you keep track. Your roadmap should also include what you need from marketing technology at which stage in your journey. By basing your technical choices on that information, you’ll avoid investing in tools that are too advanced, overly simple, unnecessary… Also think ahead! What will your next goal be and how will your tech need to be adapted to reach it? Make sure the tools you choose now are compatible with systems you might need to invest in later.
You’ve picked your destination and planned your journey. Let’s go!
Time to hit the road (but not by yourself)
It’s a well known fact: road trips are more fun with good company. In other words, make sure your stakeholders are on board before implementing new technologies.
Making changes within your company always affects a number of people. Changing your workflows can cause uncertainty, conflict and even stress. After all, human beings are creatures of habit. Take the time to talk to your colleagues about what’s next, why you are introducing new tools and how everyone can contribute to a smooth transition. Organizing info and training sessions can also help with people’s confidence.
“You’ll need a good front seat passenger, someone to help with navigation”
It’s important to ask different teams for input. Getting insights from different perspectives is not only interesting, it’s also a great way to align priorities. That in turn allows you to select marketing technology that’s useful for multiple teams.
You’ll also need a good front seat passenger, someone to help with navigation. More specifically, you’ll need a marketer with the necessary IT knowledge. You can count on their expertise for the occasional reality check and making sure you get to your destination.
Don’t forget to take breaks
There’s only one thing left to cover before we set you on your merry way: agile management. It’s without a doubt a term you’ve heard at some point. In short, when you’re implementing new technologies, it’s important to work in short phases. Through regular reassessment, you’re able to change direction more easily.
So, take a break every now and then, look back at what you’ve been doing and get the feedback you need. It’ll also allow you to take inventory of the changes within the marketing domain. Take those innovations into account when looking at where you want to go next. Also: don’t forget to check in with your colleagues on a regular basis! Remember, digitization is not about technology, however counterintuitive that may sound.
Let’s do a last check. Destination? Picked. Road? Mapped. Seatbelts? On. ¡Vamos!