A mentor gave me a great piece of advice when I got into triathlons. He said during the swim and the run all competitors are equal. The bike is the longest leg of the race and the only place where you can legally buy a mechanical advantage. A well-trained athlete on a carbon fiber frame with upgraded wheels and aerodynamic handlebars has a significant advantage over the athlete on the average road bike. But this advantage is wasted on an athlete who doesn’t have the strength or endurance to sustain high speeds. If you don’t do the hard work, the bike doesn’t make an impact. It’s a lot like software available to marketers today.
There are countless marketing software options. Software vendors pitch us and our clients daily. In my experience, no client has ever said X software tool is perfect for my business, and whether these products merge, get acquired, or change the logo, most toolsets still don’t do exactly what the clients need. These tools tend to automate routine tasks and offer clues to investigate and inspire. Making your data actionable requires putting in the work just like training for a triathlon.
If you invest in technology, you have to invest the same energy into getting the most out of it to gain a competitive advantage. Here are examples of how we’ve partnered with clients to get the most out of their data.
Marketing working with sales and machines can drive phenomenal growth for many B2B companies, but more often than not we’re tasked with breaking down the silos between the two teams who often are measured by different goals. We also work in the marketing automation/CRM platform backend to set up the tracking, scoring, and workflows. This is another area where an expensive tool like Pardot, or Marketo, or HubSpot can be wasted if the campaign infrastructure is incorrect. In that case, the marketing automation platform becomes an expensive e-mail engine.
We tend to see clients in two camps. First, those that leverage insights and metrics about their brand content performance either through the social platforms directly or in combination with tools like Sprinklr, Khoros, or Sprout Social. Second, those leveraging broader trends and online conversations to expand their insights and audiences with tools like Brandwatch, Falcon.io, or Pulsar. Because of the social platform APIs, there is no single tool or report that leads to breakthroughs.
Understanding data and when and how to use it with regards to your content strategy could be the difference between success and failure. "According to LinkedIn, 78 percent of marketers expect to increase their content budget this year, "* and if there’s one area I wish we focused on more in client discussions, it would be on the content distribution plan. Spend as much time creating that plan as the content itself.
The Road Ahead
The good news, at least for now, is that software hasn’t replaced marketers. The software makes marketers even better at their jobs - driving more actionable insights and better business outcomes. But the advantage of having technological resources drives of the most benefit when you put in the work.
And please remember that those first few pedals on a bicycle take the most energy to get moving, but it becomes easier and easier to maintain your momentum over time once you start putting in the work.
Todd Sommers is a executive vice president at Allison+Partners, where he leads a team of integrated marketers and brings together multi-disciplinary campaign elements to create compelling programs for clients.