How to unlock marketing’s creative side for martech success
Marketing technology is essential to achieving business outcomes, but many marketers feel intimidated or put off by it. Columnist Scott Vaughan argues that to truly maximize martech’s business impact, we need to make it more more accessible, creative and even fun for marketers.
B2B marketers think of marketing technology (martech) as a necessary evil. Understandable. Most marketers got into the profession because of the ability to create, connect and communicate. Not many want to deal with tools, integrations and bits and bytes all day.
According to a recently released research report by the MarTech Council, the number one reason marketers avoid martech is that it’s NOT fun. They prefer to work on the creative side of things: programs, campaigns and so on. Yet they admit that martech is essential for success in today’s customer-focused, data-driven world. We have a major disconnect.
We know that, done well, marketing technology provides incredibly powerful capabilities that can increase business impact by:
- arming marketers to better engage and serve our customers with unique experiences.
- guiding us on where to invest precious marketing spend.
- automating mundane, time-sucking tasks that take away from creative work.
- getting us a seat at the executive table by equipping us with intelligence and ROI data.
To truly maximize martech’s business impact, we need to make it more fun. Here are ways to increase martech adoption and impact by making it more accessible, creative, and even fun.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.