However, by incorporating intent data into your tech stack, you can target the customers who are in active buying mode for your solution. It may seem logical that your Tier 1 account targets are based on your i deal customer profile (ICP). Here are a few things to focus on as you build your tech stack. ![]() It can be easy to get overwhelmed by all the martech options available. Important Elements to Aim for in Your Tech Stack If your sales and marketing teams are not on the same page about your ideal prospect, what makes a good lead, or what ABM success looks like, your efforts won’t be successful. Account-based marketing focuses on an omnichannel, multi-touch strategy with personalization at its core. The biggest red flag I have seen when working on ABM strategies with clients is a lack of sales and marketing alignment. The best way to put your martech stack to work for you in an ABM campaign is to use them and the data they provide to help facilitate collaborative conversations with your sales and marketing teams. When everything is integrated, it ensures that nothing is missed. They were wasting thousands of dollars a month. ![]() I have worked with organizations that completely forgot that they had a certain tech capability and bought an additional platform that essentially does the same thing. ![]() This promotes cross-departmental communication and alignment, which are essential for a successful organization.īy integrating your tech stacks, you also ensure that everyone is aware of the technologies available, so you avoid wasting money by paying for underutilized tech platforms. I have never heard a client say, “I don’t like when my technologies talk to each other.” Why? An integrated tech stack removes data silos and allows all the teams in your organization to work smarter together because you are all looking at the same information. or even making us coffee when we roll out of bed.ĭepending on your marketing goals and the tactics that help you reach them, your technology stack can vary greatly on what is best to fit those needs. What technologies do can range from giving us insight into what our target audiences are doing to seeing accurate data in real time. At its core, technology is designed to help us work smarter, not harder.
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