The modern buyer journey is fractured and prospect- driven. Unlike the linear, vendor-led journeys of yesteryear, the buyer is now in full control. With endless alternatives – and also a bevy of merchandise and service advice easily accessible for decision makers – marketers must devise new ways to entice customers and protected brand recognition and commitment.
A slew of marketing technologies, including CRM, marketing automation and inbound marketing platforms, are stepping up to solve the new buyer journey riddle, and many organizations are attempting a Chief Marketing Technologist recruitment to find the talent they need to develop a strong strategy. But despite the capabilities of these platforms, too many B2B companies are reporting negative ROI for marketing technology investments.
There are a number of reasons for this:
Never Getting off the Ground
Unlike the B2C arena, there’s no such thing as an ‘impulse purchase’. Buyers generally spend weeks, months and sometimes years studying and deliberating before choosing a purchase – especially where big-ticket items are worried.
Technology can help simplify this procedure, but it isn’t a magic bullet. Advertising platforms aren’t plug-and-play; buyers are a set of interconnected tools to act as part of an overall strategy. Many B2B firms buying marketing technology fail to allocate the resources necessary to realise its advantages. Marketing systems can be great for delivery, however they rely on engaging and strategic content that guides prospects along the buyer journey. You can purchase a car, but in case you don’t fill it up and get behind the wheel, it isn’t going to move.
Most marketing technology platforms come equipped with a range of characteristics, from intelligent analytics to integration that is easy and A/B testing. Companies who fail to realise ROI on those products in many cases are using only a portion of the available features. These attributes can significantly enhance the platform’s ability and should be used whenever possible.
Poor Transfer of Information
With so many different forms of technology available, B2B firms often have more than one system for sales and marketing. Failure to integrate these systems – CRM solutions and especially marketing automation platforms – creates a perplexing environment. Systems can result in duplicated efforts, when it are not communicating with each other. In order to get the most out of advertising software as well as a favorable ROI, marketing automation platforms and CRM should always be integrated.
Rushing Ahead without a Strong Foundation
Dive headfirst into advertising technology, with no full understanding of the system or an implementation strategy, is an enduring difficulty. B2B marketers frequently find themselves tasked with becoming technology specialists, trying to apply and incorporate systems they understand little about. Without guidance from a Chief Marketing Technologist Recruitment, it’s hard to make informed decisions and have a good perspective.
B2B marketers must admit that while they’re an essential tool, they’re only part of the procedure to completely realise the advantages of advertising technologies. Creative efforts, tactical strategies and customer conversations are essential to the modern buyer journey too. Before investing in alternative or a new platform, it is crucial develop a robust implementation plan and to do due diligence.