The Modern Marketer’s Tech Stack
In case you haven’t heard: ABM is pretty much just modern marketing at this point.
Advertising – $$$
With in-person events taking a backseat for the greater part of 2020, nearly half of B2B marketers say they’re pouring even more of their budgets into digital advertising to get in front of more prospects. Think: Paid search, Display ads, LinkedIn Ads, and more.
The Why:
Say hello to your new sales rep. Chat (especially chatbots) are becoming one of the most valuable techstack investments that you can make–with 85% of B2B chat use cases being attributed to sales.
The Why:
Chat – $$
A 1:1 channel–every ABM practitioner’s true love. Eye-tracking tests prove that a branded email signature attracts the most eyeballs , so it’s no wonder brands are using that hot real estate to put the right content, events, and company announcements in front of the right people. How’s it done? With an email signature marketing platform!
The Why:
Email Signature – $
Gone are the days when a generic landing page would nab the demo request. Eighty percent of B2B businesses say that personalizing their website experiences using customer data has more effectively helped them achieve their business goals. The worthiest of investments, if you ask us.
The Why:
Web Personalization – $$
Ready for a little tough love? There is zero point in putting ABM practices into play without a way to attribute revenue to those practices. Period. The only way you can prove that ABM is working in your organization is through attribution, and the only way you can do attribution properly is with the right piece of technology.
The Why:
Attribution – $$
A modern marketer isn’t waiting for leads to come in - they’re working in lockstep with their sales teams to target their most wanted prospects. And there are sales engagement tools that are absolute musts to get this job done–We’re talking analytics, real time alerts, and an easy way to put relevant and compelling content in front of accounts.
The Why:
Sales Engagement– $$$
We’re putting this one last because...duh. You need a single source of truth for your customers, and a reliable way to continue to nurture them in every stage of the funnel. But careful–the ABM use case for automation doesn’t include batch and blast. Those days are very over.
The Why:
CRM/Marketing Automation – $$$$
All of the future customers you reeeeally want to work with are being inundated with so many competitive options and alternatives similar to your product or service. Which means in order to stand out, you need to understand exactly who your most likely future customers are and then deploy an immersive and personalized end-to-end buyer experience for them. The only way to do that? A smart tech stack.
Cost Considerations
Every solution has its cost–and we’re not just talking subscription fees. Here are some of the hard and soft costs you should be taking into consideration for each piece of technology you choose to add to your stack.
Time to get up and running
How many hours will the onboarding require, and who in our organization will need to be involved?
What is the cadence for regular check-in/support calls, and who in our organization will need to be a part of those?
Check-ins and support
How much will we be paying to use this platform?
Subscription fees
How much will we be paying for services?
Service fees
And will we need to purchase data to get up and running?
What data does this platform require?
Let's Dig Into Cost Considerations and Data
You've seen who needs to be involved and how that data flows. Now, let's take a closer look at each piece of your tech stack, and the cost considerations you'll want to take into account when building out a stack full of single-point solutions.
Ok, great! You’ve built a techstack with top-tier solutions that cover each of your bases. You’re happy with how they perform, you’ve gotten up and running on each of them, and you’ve got a power user trained up within your organization. This is all good stuff. But–it could be better. Because here’s the big (and most important) missing piece: a data hub.
The Data Dilemma
You’re collecting lots of rich analytics from each of these different solutions, but how are you able to see the full picture when you’ve got this data in so many different platforms, run by so many different people within your organization? Because you can’t do ABM without data.
Time spent manually creating reports from multiple sources
Potential Data Downfalls
How to Combat The Data Dilemma:
No “single source of truth” for data
No visibility at real-time data from all sources
Inability for individual team members to run reports themselves
Comparing “apples to oranges” data from different sources
Create a techstack with as few pieces of technology as possible
Ensure that all of your tech can easily integrate into your CRM for visibility
Spend time creating useful reports and dashboards
Learn more about the only full-stack platform
learn more
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https://www.emarketer.com/content/us-b2b-digital-advertising-thrives-amid-coronavirus-traditional-b2b-spend-plummets
https://www.ltvplus.com/live-chat/live-chat-statistics-insights-to-help-you-succeed-in-2020/#:~:text=Sales%20vs.-,Support%20Stats,and%2066%25%20to%20B2B%20support.
https://resources.sigstr.com/ebooks-or-reports/state-of-email-signature-marketing
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