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.