Martech myth No. 1: You can buy a fully integrated digital marketing suite
Martech myth No. 2: You’re way behind the curve
Some martech sales people try to make prospects or customers feel as though they’re behind the technology adoption curve. The reality? “It’s still the early days of martech,” Regli said, citing Real Story Group research that suggests 52 to 54 percent of enterprises are still in the “just starting” phase of digital marketing adoption.
Martech myth No. 3: One vendor’s tools will meet all your needs
Martech myth No. 4: You’ll be up and running in no time
Martech myth No. 5: Training isn’t required
Martech myth No. 6: Martech tools scale easily
Martech myth No. 7: Other marketers love these tools
Martech myth No. 8: One vendor can serve as the marketing data warehouse
Martech myth No. 9: One vendor can provide the DAM system
Martech myth No. 10: Martech tools understand sentiment
Sentiment analysis, including the interpretation of tweets, Facebook posts and other social media updates to be positive, negative, or neutral, is still difficult for machines, according to Regli. For example, Real Story Group posted a negative tweet about Microsoft SharePoint, but one martech tool’s interpreted the tweet to be negative against Real Story Group and not SharePoint, she said.