7 Ways Startups Can Choose the Right Marketing Technology

By Martech Outlook | Thursday, September 19, 2019

When adopting the right technology, it is vital for businesses to identify their pain points and determine which solutions can fill that gap.

FREMONT, CA:The main components of kick-starting a business include robust business goals and the right technologies to achieve the goals. However, the choice of marketing technologies in the market is staggering. They range from CRM and automation tools to social media and web personalization platforms. Consequently, marketing startups often find it challenging to choose the right technology for the business.

A technological solution exists for almost every marketing challenge, and this solution is hidden among the hundreds and thousands of products in the market. Before rushing to adopt modern technology, businesses must identify the main pain points affecting their marketing processes. By identifying the gaps in productivity, companies can address the most pressing issues first.

Marketing startups can choose the right marketing technology in the following ways:

1. Identifying the Problem

When switching existing solutions or adopting new ones, businesses should identify the processes they are lagging in and evaluate the possible solutions to enhance productivity. However, it is essential to set realist expectation on how the investments will affect and capabilities and how long it will take to achieve ROI. The new technology should demonstrate how it will enable the marketing teams to save time and money while filling the gaps.

2. Understanding the Technology

In the modern market, there are countless marketing technologies to choose from. To make an informed decision, it is crucial for business startups to understand the various categories of technologies in the market. Businesses can also refer sites and platforms that offer concise summary and rankings of multiple products, and thus narrow down their search. Developing a list of functionalities that the potential technology needs to have will make it easier for organizations to choose the right solution.

3. Assessing Customer Experience

The technology adoption strategy should always include customer experience, and it is the most critical factor that will decide the place of the business in the market. The primary reason for adopting marketing technologies should be to deliver an engaging experience to customers. Hence, it is vital to choose the technology which not only meets the marketing needs but also succeeds to impress the customers.

4. Setting up a Budget

Along with identifying the problem and estimating the scale of technological adoption, organizations should determine a budget for the potential solution. Businesses can look up the price ranges of various products, and compare them with the capabilities. In most cases, the cost of the solution is proportional to its reliability. Hence, it is important to invest wisely.

5. Collaborating with Stakeholders

All the key stakeholders of the business have to be involved in the adoption process, as it will ensure a smoother migration to the new technology. It will also familiarize the users to the technology and will make them feel involved in the process. Collaboration between departments will also go a long way in adopting the right solution for the right operation.

6. Testing the Technology

Before finalizing the product, it is always advisable to do a pilot run to assess whether it fits into the business processes and has the potential to deliver. It will enable organizations to determine the benefits and drawbacks of the solution before committing to it. Demos can provide a good understanding of the product and its capabilities. They enable businesses to determine whether the solutions have the expected functionalities.

7. Training the Users

Once the pilots are completed, and technology is adopted, organizations should seamlessly incorporate the technology into their business processes. It can be achieved by providing training to users and facilitating smooth migration to the enhanced processes.

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