How can you manage your marketing if you don’t know your MarTech? See Overdrive CEO Harry J. Gold explain how to quickly audit the MarTech systems your organization uses to power digital marketing.
“Get to know the people, then get to know your MarTech.
So, when we go into an organization, we ask ourselves, what are the different platforms that we’re going to have to interface with in terms of where we send our leads, when we capture them online, and then how we measure things. If you go into any organization, they’re going to have a lot of existing media. They might have BrightEdge for SEO, they might be using Drift for chat. Maybe their content management system is WordPress, but they might have something like UberFlip creating personalized experiences for their visitors. You might have Salesforce for your CRM and Marketo for your marketing automation platform, and then, of course, Google Analytics and Google Data Studio doing your analytics and data visualization, and then maybe even a Visual Website Optimizer or something like that for you’re A/B and multivariate testing.
The first thing that you must do when you land in a new organization is to say, all right, what’s the MarTech that I must deal with? And if you run into something you’ve never heard of, just ask. No one knows every platform. So, it’s very important that if you don’t know, you ask. That’s your career calling. You are Google VWO explainer videos or just ask someone. It’s critical that you get your head around the technology components that are going to power your marketing.
Now, of course, you might have an agency, and you want to know what MarTech they’re bringing to the table. So, most agencies are going to bring something like Google Campaign Manager, which was formally DoubleClick to serve your ads. They might have Visual Website Optimizer, they might have BrightEdge for SEO, things like that.
First thing, get your head around the people. Second thing, get your head around the MarTech.”
Want Overdrive to review your MarTech? Click to schedule a no-obligation call with one of our MarTech experts. https://www.ovrdrv.com/ewholley/30min/