How to Level Up Your Tech Marketing Automation | Industry Insights | All MKC Content | ANA

How to Level Up Your Tech Marketing Automation


Here are just a few of the benefits of marketing automation: an increase in sales productivity, a reduction in marketing overhead overall, a major increase in qualified leads, and bigger purchases from nurtured leads than their non-nurtured counterparts. Automation also saves you time, increases your efficiency and creates a smooth customer journey. And all that raises a question: Why aren't tech marketers using it properly?

Who's your audience?

You need to know who you're marketing to if you're to make your marketing work effective. But to make automation work well, you need to go a bit deeper, to get under the skin. That's why the sales department should be the best friends of the marketing team. Sales pros know your audience intimately. They know what and why and how customers like to buy. They know the pain points. They can help marketers make automation work.

The problem is that, at present, marketing and sales teams aren't talking. Everything's too siloed. Barriers, then, need to come down, marketers and sales need to talk to one another. Together, they can build up a clearer picture of their audience.

Dearth of Data

Clive Humby, the architect of the UK's first retail loyalty card, was reportedly the first to call data "the new oil". Depending on who you ask, that's either a gross overstatement or a gross understatement. But everyone agrees that data's valuable. The more you have of it, the better.

But tech marketers don't have enough of it to offer truly personalized, joined-up, automated marketing. Given the "Big Data Backlash" and moves to tighten user protection, there's understandable reluctance to ask people for their information. But if marketers can show that by handing over data, their lives will be made easier, they'll be much more amenable to doing it. So, marketers must communicate what they need and why.

Individuals, Not Families

In most areas of tech, such as B2B, buyers want to reuse their experience, expertise, and IP when they buy. They can't do that if they just buy the latest product and switch vendors frequently, which is why they lean towards choosing product families and preferred vendors. Despite this, marketers in tech enthusiastically promote individual products in isolation, expending a lot of time and energy before, during and after a new product launch.

This is like shouting into the ether. Many people – namely, engineers – don't care about new individual products. They care about product families and roadmaps. They don't want, for example, the latest and greatest microprocessor. They want to find a vendor that will keep developing and supplying the processors they need well into the future.

Progress, Not Perfection

Waiting for the perfect automation strategy (or any marketing strategy) to come into being isn't the best way to go about things. That perfect strategy doesn't exist. You must try, fail fast, try again, fail again, and by degrees move closer to the best approach possible. That best approach sends the right information to the right person at about the time they need it. And this is an attainable goal with a bit of trial and error.

Level Up

As it is, marketers in tech aren't making use of automation. They're losing out as a result. But this is a problem that's easy to fix. Get to know your audience. Get to know them better. Then design your campaigns and test, test, test. This is the way that marketing in tech is heading – and that's a good thing. But that doesn't mean the evolution can't go faster. Tech marketers who beat the curve will benefit.

The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

Mike Maynard is CEO of Napier.