“I think it’s fair to say that personal computers have become the most empowering tool we’ve ever created. They’re tools of communication, they’re tools of creativity, and they can be shaped by their user.”
And without a doubt this applies to marketing technology!
Yes, the B2B old school creative has withered away, but it’s been replaced by a new creative spirit: the use of marketing technology to achieve goals.
If you just utilize MarTech for what it is, e.g., its functionality, its processes, then there’s a lack of creativity. You’re just taking what exists and applying it directly to your cause. But MarTech offers an incredible degree of creativity in how you execute your strategy, and you won’t find those pointers in the app FAQs and tutorials.
Redirects, multiple offers, personalization, customized offers, repeated optimization, etc., etc. It’s not the feature set offered by MarTech, but how you use it! Consider those features as your palette of colors from which you can design whatever flows you want.
So it’s a different kind of creativity available to the B2B marketer. Implication: the B2B marketer needs to tap the right-side of the brain to configure wonderful approaches to the market, and needs the left-side of the brain to methodically pursue implementation, testing, reporting.
It’s the very successful B2B marketer who engages both sides of the brain. So just consider that MarTech offers a rebirth for the right-siders so long as there is knowledge of MarTech capabilities.
“With great marketing technology spending comes great ROI responsibility.”
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Today’s curated articles collected for your quick review:
>> The Harsh Truth About Marketing Automation – Überflip http://sco.lt/6xlRSb
>> CMOs Paralyzed by Paradigm Shift (and CIOs Aren’t Helping) – CIO http://sco.lt/4uoLXF
>> The Purchasing Behavior of B2B Buyers – Profs http://sco.lt/7I3lGD
See ALL Top Curated Marketing Technology Articles here.
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