Are B2B Marketers Scared of Integrating Tech Stacks?

by Sapna Singh B2B Marketing Services | Account Based Marketing A

When senior B2B marketers were asked about their practices, only 14% of them admitted to having adopted smart tech including AI and machine learning into their marketing campaigns. As much as 44% of them never considered going the tech stack route, reported a study by New Statesman Group. These stats clearly indicate a disconnect between the global value of martech and how many B2B Marketing brands are pushing these boundaries. It’s about time to break these barriers and dispel the misconceptions keeping B2B leaders from making the best use of the marketing tech stacks.

1. Barrier #1: It is too expensive

As the martech industry expands, more and more developers are offering competitive solutions to transform your internal stack. From automation to data analysis, there are plenty of free to low-priced solutions in the market. These basic softwares are the key to success for any ambitious B2B marketing agency.

2. Barrier #2: We already have loads of page views and users

B2B success is highly dependent on fully understanding the needs of your audience. It should also be a case of quality over quantity. To make it as effective as possible, companies collect a massive amount of data to analyse and make decisions. Only a powerful martech system can turn this deluge of meaningful data into actionable intelligence for your marketing team.

3. Barrier #3: Giving up control on data privacy

The concept of smart tech or AI dealing with exclusive data always makes marketers and B2B leaders nervous of a leak or a possible breach of security. But the fact is that human error is the key to all your apprehensions. Undoubtedly, AI can solve complex problems with a level of consistency and speed unmatched by human intelligence, but an organisation’s cybersecurity protocol must be secured in place first. The secret to data privacy is being as open as possible.

4. Barrier #4: Martech is just another fad

The net worth of the entire martech business rests at a whopping $65 billion. So, even if this is a fad, it’s a rather valuable one. Since, martech is here to say, the key is to accept it and make the most of the almost endless cycle of tech available for businesses.

Whether you use a tech stack for B2B marketing services or any other industry, having a robust ecosystem of AI-enabled martech, will only magnify the success of your campaigns. If you need help with setting up your very own tech stack or integrating dashboards into your B2B campaigns, feel free to contact us.