October 7, 2020

Must-have B2B Marketing Technology Stack | Deck7

CRM System - Nurturing customer relations is one of the important factors in scaling your business. All your marketing efforts and spend on driving traffic to your website results in most customers only giving you one shot. Not to mention that upselling and reselling to the existing customer presents a huge challenge. Just because a customer bought from you last month doesn’t mean they’ll buy again or stick around for good. A study done by Frederick Reichheld of Bain & Company states that increasing customer retention rates by 5% also led to an increase in profits by 25% to 95%. In that sense, it is pretty important that you manage as well as nurture your customer relationship at all times. When it comes to meeting these needs, Salesforce checks all the boxes on the list. It is one of the most customizable CRMs available out there that has been known to retain consistent growth for nearly two decades.

With a CRM system in place, you can engage with your prospects and customers on a personal level. Not only does it help you create better marketing campaigns but also boost your ROI. Brand awareness & lead generation

Account-based Marketing Software - Needless to say that marketers of today are expected to deliver on important parameters such as data enrichment, hyper-personalization, contextual experiences, and multi-channel touch-points. If you’re someone that’s looking for exponential growth in the said areas then ABM is the answer. With the sheer number of technology available these days it can be tricky not to get swayed. Hence, ensure to invest in the right tools that cater to what your business requires to scale your marketing efforts. Choose a tool that provides you with actionable insights and predictive analysis so you can tie your marketing spend to the outcomes. Look for key features such as:-

A unified platform that provides all the key elements for ABM and has capabilities for account targeting and management, personalizing cross-channel engagement, and revenue-based account analytics in the same platform as other cross-channel marketing campaigns.

While identifying loopholes and rectifying them is important, you need a solution that easily integrates with the other core technologies. See that you have a proper technology in place that provides a real-time, account-level view to coordinate outreach and drive alignment across teams so they can go after key accounts in a coordinated and collaborative fashion.

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Customer Experience Management (CEM or CXM) - Gartner says customer experience is now one of the top 3 areas for marketing investments. Hence, marketing leaders must guide and empower everyone across the enterprise to optimize their customer interactions. Customer experience management is a key differentiator in today’s hyper-competitive, hyper-connected global marketplace and there’s tangible business value in managing it effectively.

Web Experimentation Platform - Whether your focus is on product creation, sales or marketing development, running tests is absolutely crucial to finding your weakness and strengths. While that’s true, oftentimes it’s not enough to rely on your basic knowledge of tests to get the statistically significant data. Experimentation platforms such as Optimizely, VWO, etc, can help with your A/B testing, split testing, multivariate testing, and multipage experiment across websites, mobile apps and connected devices. Every business has its unique set of challenges that can’t be addressed with the same old one-size-fits-all approach. It’s up to you to discover what your unique set of customers prefers…..read more

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