The role of the marketing technologist has been a hot topic of conversation over the past year, especially in the B2B world of business. Not sure what this role does? It’s someone who understands your marketing goals and aligns them with the right technologies to meet those goals. The Harvard Business Review explains that the purpose of this position is to “align marketing technology with business goals, serving as a liaison to IT, and evaluating and choosing technology providers. About half are charged with helping craft new digital business models as well.” (source: HBR)
Look at your department or the sales & marketing of other organizations. Have you noticed how tech-dependent this function has become? Sales & marketing team members are the ones that interact with prospects and customers. Most of your prospects research your business online. Customers come back to your website or your social media profiles to get help or discover new ways to work with your business. You’ve got to be active and effective online to stay on top of evolving demands and understand the desires of customers and prospects.
If you’re a small to mid-sized B2B business, you may not have the budget required to hire a full-time marketing technologist. There are options. You could send a team member to training and see how it pans out. Or, you could outsource these responsibilities. You still have to pay someone to do the work, but you don’t incur the additional costs associated with hiring a full-time an employee.
Check out these terrific reasons to consider outsourcing the marketing technologist’s role:
- Lower Costs – It will cost you less money to outsource this position because you will not have to pay the added on costs of maintaining an employee. No health benefits, retirement matching, paid-time-off, and training costs.
- Less Ramp Up Time – Most agencies are capable of jumping right in and getting to work. There isn’t a lot of ramp up time needed for training. So, this allows you to get moving more rapidly with your online strategy.
- Idea Bank – Since most agencies are working with multiple clients they have other resources to get ideas on what types of strategies work well.
- Up-To-Date On Latest Technologies – There’s a lot of technology offered out there in today’s world for the sales & marketing departments. It’s important that your martech resource is on top of and aware of those tools to keep you in the game.
Here’s an excerpt from “Increase Sales with Marketing Automation” that explains how marketing automation can help your company.
Someone from a global brand-leading company filled out a form submission for an e-book. The marketing automation tool stored the prospect’s information in the system. The next time when that individual visited the site, I was notified and was able to see what pages she was viewing. I personally reached out to her in real time as she was on the site to answer any questions she had. She immediately responded and asked for some information, which I provided. It opened up the possibility to start a great conversation and provide some additional information to her so that she can learn more about our client and its product offering. If the client didn’t have a marketing automation tool, then we would never have known that the specific individual visited the site. It would have been a lost opportunity.
If you’ve been thinking about how a competent marketing technologist can improve your business, that’s a step in the right direction. Lack of hiring budget doesn’t have to be a barrier to successful online marketing technology management. Consider hiring a service like ours to help!