
Martech management is the process of overseeing and using marketing technology tools to plan, execute and measure marketing campaigns across various channels.
Your time is precious and your resources are limited. Solid marketing attribution will help you decide where to focus your resources.
What is marketing attribution?
Simply put marketing attribution is used to determine how marketing tactics, and the customer interactions they lead to, contribute to your goals including sales and conversions.
Understanding marketing attribution is key to understanding how to grow your business. Marketing attribution data tells you which marketing tactics and customer interactions led to a sale or a conversion. This information allows you to make data-informed decisions.
Businesses often rely on multi-channel marketing strategies. These channels can be online and offline.
Examples of online marketing channels include: email marketing, social media, search engine optimisation (SEO), and pay-per-click advertising (PPC).
Examples of offline marketing channels include: printed newspapers and magazines, direct mail, billboards, flyers, radio and TV.
It can be tempting to focus your efforts on the channel you like the most, are most familiar with or find the easiest to use, but if that channel isn’t responsible for most of your conversions then it isn’t the best use of your time and resources.
Your most effective channel is likely to change over time as your customer base shifts and the ways users interact with channels change.
Audit your current sales and marketing technology stack
The first step in working out where to focus your efforts should always be to audit what you are currently doing. You can do this yourself or hire someone to do it for you. Hiring someone, like Flux Digital Labs, will give you expertise and a valuable fresh perspective to provide insight and clarity.
Sales and marketing technology stacks can have many layers. The more layers they have the more complex they are. When they work well they can increase your productivity, improve your campaign visibility and help you communicate better with your customers.
Your sales and marketing stack elements should complement each other. Understanding how these technologies interlink is key to boosting their output.
Identify and solve issues
Once you’ve audited your sales and marketing tech stacks you should fix the issues you identify. These issues might include confusion across the buyer's journey, data inconsistencies or inefficient workflows.
The fixes might involve optimising your existing systems or they could include implementing new technologies. Seeking expert support here gives you access to tried and tested knowledge of the options available. You can benefit from their experience, without having to try several problems and spend time doing research.
When your martech systems and marketing attributions are working efficiently you can make informed decisions about the channels that are working best for you. Take guess work out of the equation and use the data to support your business growth.