Mafalda Martins MarTech is everywhere and powers much of the current work of Marketing and Sales teams. More and more companies are investing in these types of technologies to automate routine tasks, get detailed analytics on Marketing and Sales actions, and understand the exact return on each one. But, what exactly are MarTechs? Read the article and find out what are Marketing technologies and what are the benefits of using them in your company.
What are MarTech?
In the simplest form, MarTech represents the combination of Marketing and Technology (Marketing + Technology). The term is applied to any digital tool that helps optimize marketing processes, facilitates tasks and increases the effectiveness and organization of marketing and sales actions.
The world of MarTech is vast and constantly growing. Scott Brinker’s “Marketing Technology Landscape” points to there being about 8,000 marketing technologies by 2020, representing 13.6% growth over the previous year. This map that tracks the expansion of the market is divided into the following categories:
- Advertising & Promotion;
- Content & Experience;
- Social & Relationships;
- Commerce & Sales;
- Data;
- Management.
Benefits of MarTech
The use of MarTech represents several benefits, from simplifying and streamlining the daily tasks of Marketing and Sales managers, to the precise personalization and segmentation of the target audience in digital campaigns. See below all the benefits of using these technologies:
1 – Process Automation
Process automation, closely linked to Marketing Automation platforms, is one of the biggest benefits of MarTech. This automation allows you to increase the effectiveness of marketing actions, through personalization tokens, for example, and maintain a close and relevant relationship with the customer. In addition, it helps managers save precious time, which can be used to think about strategy, rather than the practical details of executing Marketing actions.
There are several Marketing Automation platforms, such as HubSpot, which is the market leader in this segment and one of the technologies that has the highest level of user satisfaction.
2 – Gain valuable insights with DMP
Platforms like DMP (Data Management Platform) are of enormous importance, as they facilitate the secure management of customer data and allow it to be transformed into useful information for devising new strategies and campaigns. By using these platforms to efficiently process data, you will be able to identify new customer segments and spot trends that can help in the development of new products.
3 – Unite Marketing and Sales
To have the best possible result, MarTechs need constant communication between the marketing team and the sales team. By making it easier for both teams to rely on the same data, technologies such as CRM, for example, allow the up-to-date history of each contact to be consulted quickly and the commercial approach, for example, to be tailored to the products or services that the contact viewed on the website. On the other hand, the Sales team will be able to provide valuable tips on customer needs and characteristics, which will help Marketing to create relevant content and reach the target audience more easily.
4 – Improved action performance
Increasingly, MarTechs include Artificial Intelligence (AI) tools in their genesis, which allow, for example, predicting customer behaviors by automatically analyzing all data collected over time. It is also possible to discover new customer segments, identified by Artificial Intelligence, optimize digital campaigns and improve customer experience.
Define the path to success with MarTech experts
For technology to contribute to business success, it is important to have a strategy that guides the implementation, adoption, and evolution of the systems. As specialists in MarTech, Liminal offers an integrated vision that unites Technology, Marketing and Strategy, ensuring the adoption and successful implementation of marketing technologies, whether through the impartial choice of the right systems to meet your company’s challenges, the adequacy of processes and flows in existing systems or the design of a CRM & Automation strategy that contributes to business growth.
