MarTech Partners: Why do you need one for Marketing?

Having seen what MarTech is and how it can boost your marketing, it's time to step up and bring to light why it’s worth investing in MarTech skilled talent, prior to any SaaS, platform or tool. In this article, we’ll unfold some whys and hows of forging external and successful partnerships in the marketing technology space. 

7 ways MarTech strategic partnerships benefits businesses

At this point, we all know that MarTech plays a vital role in generating more qualified leads, enhancing marketing efficiency, and achieving a better ROI through improved conversions. But what about the prime benefits of having someone explicitly in charge of that? It’s not by chance that a quick LinkedIn search for people in marketing technology positions already identifies 15,000 people globally (yes, we tried it) - whether related to in-house positions or to specialized agencies and service providers.

So here’s the 7 ways an external MarTech partner can help your modern-day marketing team succeed:

  1. Reduces MarTech hyper-consumption, avoiding having a bunch of disconnected technology
    By guaranteeing a consistent budget/monthly fee to build out a MarTech stack that’s fit for your purpose and business goals.

  2. Increases the speed at which internal marketers can manage the technology at their disposal
    Providing you with continuous support, mentoring and consulting on your growth strategy to ensure that you not only grow with your customers, but also capitalize on an integrated system while getting the most out of your Marketing Automation software.

  3. Unlocks performance-based marketing from day one instead of months or years
    When implementing complementary short-term strategies that use lower initial investment, it’s possible to transform marketing inputs into profitable business outcomes from scratch. 

  4. Integrates divergent MarTech tools into a single, digital ecosystem
    By making all data points accessible, trackable, and integrated. With your MarTech stack connected, your internal teams will be able to use data more intelligently, personalize effectively across channels and start taking advantage of machine learning in no time.

  5. Promotes internal organization skills and the culture of experimentation
    Ensuring your sales and marketing teams are empowered to proceed under the mentality that “everything is an A/B test.”

  6. Provides appropriate guidance towards cross-departmental collaboration
    By helping to build and spread an intelligible language between the marketing and IT departments of your company.

  7. Prevents the occurrence of the main causes associated with MarTech debt risk
    Which can be lack of requirements and resources, inadequate vendor or product due diligence, rushing to fix the problem, or poor leadership.

Managing MarTech relationships wisely

It’s true that technology is activating more and more data through AI than people could possibly imagine - a good example of this are HubSpot’s artificial intelligence tools - but it’s also true that putting a MarTech strategy in place requires an agile marketing mindset and skill set.

Technology can do just about anything, but who’s going to tell softwares what to do? The people.

For instance, B2B businesses can greatly benefit from complementary technology partnerships because of their extensive use of cloud-based softwares for various tasks. In case you're wondering, here are three key questions you can ask to anticipate the need for a MarTech partner:

  • Do you have a lack of time and customer strategy? 
  • Are you lost in a jungle where technical solutions aren’t optimized? 
  • Are you lacking a business case for the necessary IT solutions?

Technology possibilities are endless, but the human side of MarTech is still the glue in successful partnerships. That’s why you should never prioritize machines and MarTech platforms over your human peers and talent. 

Digital marketing consultancy companies and technology providers are here to help marketers find the best tools and use the right means to make their jobs easier and customers happier. Therefore, you should trust your technology partners (whenever the decision has fallen to outsourcing skills) and help steer your MarTech ecosystem in a better direction.
Remember, good tech-solutions always come with trust in experts.

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