4 Marketing Technologies You Need
for Today’s Growth Engine
Achieving growth is a key leadership responsibility. Building a Marketing Engine is key to reaching new customers while technology is often critical to facilitating those efforts. The good 
news is that today’s technology has kept pace with traditional and modern marketing challenges. It is easier than ever to reach many prospects and technology helps track the most valuable and qualified leads.
Here are four (4) technology components you need to have in place for modern and competitive marketing:
1. Your Website: Updated and Modern
It’s the hub of your core marketing. Yours may be over 5 years old and ridged, using the latest responsive technology or somewhere in between. A website isn’t just an electronic brochure like they used to be. Websites needs to support modern devices, engaging your prospects and cause them to take action. You need a flexible and adaptable website platform that you can expand with ease, including publishing new content and create new landing pages (for your campaigns). A tool such as WordPress works well for many small to medium size companies. There are many others.
2. Your Leads & Customer Relationship Management system
You need a place to store the interactions between your team and your prospects. Whether you’re dealing with an early stage ‘lead’ or trying to close an ‘opportunity’, you want to track everything in one place. Timing is everything! if someone fills in a ‘contact me’ form on your website, you want it to go directly into your system and then someone need to call the lead immediately. Minutes matter. Also, when a lead has reached out multiple times and spent time on your website, it may be time to give them a call. Your system needs to let you know.
3. Ad Performance, Search Engine Optimization and Analytics
Marketing is built on testing and continuous improvement. To drive the best results, you need to measure and evaluate how you’re doing. Your systems need to have analytics tools included or added on, so that you can track the results and advancements. Where are leads coming from? Which Ads are working? What pages are people looking at on your website? Which emails are they opening? Which content seems to get the most attention? Watch your analytics and adjust your search and keywords, improved your campaigns and strengthen you content strategy to maximize results. Measuring what’s possible to measure provide insight to make your marketing effective and efficient.
4. Your Marketing Automation: Blogging, Email and Social Media Outreach.
You need tools that enable the distribution of content that have prospects contact you. Your outreach needs to show your area of expertise and raise curiosity that have prospects share their needs with you. The tools you select must be able to manage complete, end-to-end campaigns and track all the responses to those campaigns. They also ‘score’ behavior by your prospects to see when they’re ready to be called. When integrated with your website, leads management/CRM, and analytics, your Marketing system becomes an engine for long-term, sustainable growth.
As a leader, you need to act with a sense of urgency to get your growth engine in place. Then, be vigilant to adapt your marketing to shifts in the marketplace, customer feedback, technology and your analytics data. Start your marketing efforts early and gradually invest resources proportional with the payback.
Want to learn more?
