Automation Can Give MarTech Stack New Face

Automation will turn out to be a great tool to enhance B2B marketing. It can help in recognizing who the relevant audience is and then designing relevant plans for them. 

FREMONT, CA: While B2B marketing has increased exponentially over the past decade, it was formerly considered a hit-or-miss endeavor. Having practical tools to identify target audiences, design plans based on their needs, and meet the target has only been made feasible by marketing tech stacks. Many B2B companies now use marketing automation. To better control costs and improve the internal and external customer experience, automation must be worth the money spent on it. Intelligent self-tracking is also required for scalability and efficiency.

In 2019, over 29 percent of the US and UK-based organizations spent their budgets on marketing technologies. Here are some brief HubSpot marketing stats: 92 percent of marketing firms substantially invest in marketing automation. Of them, 23 percent automate content delivery. 68 percent of companies employ automation. More than 90 percent of B2B marketers currently employ ABM, and 68percent use automation.

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Despite these optimistic results, not all B2B marketing businesses are fully using the capabilities of automation technology in their martech stack. Skills deficiency is a major factor in this miserable predicament. 

There are lots of experts to advise marketers but few resources to implement. To justify the return on investment, the cost of a marketing automation software stack typically surpasses the value in actual terms which is another real reason why automation hasn't taken over martech as much as it could. Another factor might be a lack of a comprehensive plan to fully harness marketing automation's advantages. Inefficient use of tools, partial automation, or lack of strategy validation might reduce application value. 

To establish a comprehensive strategy, the CMO must first determine clear goals and objectives, KPIs to quantify value addition and a target audience. With objectives in mind, the strategy unfolds, and the role of technology stacks and automation becomes evident. This is the only way to fully use the advantages of automation in B2B marketing.