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The Benefit of Marketing Technologies

“There’s no stopping marketing automation and technology. These advances help marketers scale more effectively, make better decisions, and save money.”  17 June 2018, Forbes.com

Marketing technology usually means a SaaS tool or system that can be used for the management of campaigns, channels, contents and leads in marketing (and sales!). Nearly all companies employ some technologies, and the traditional marketing technology stack could look something like this:

  • Advertising tool (Google Ads)
  • Newsletter system (Mailchimp)
  • Content management system (WordPress)
  • Analytics tool (Google Analytics)
  • CRM system (Pipedrive)

The amount of marketing technologies varies according to the size of the company, and companies usually accumulate them over time.

The Benefit of Marketing Technologies Lies in the Fact that They:

  • reduce the amount of manual labour needed for marketing
  • contribute to the effectiveness of marketing with the data they produce
  • help the marketer target the communication to just the right period of time
  • help to improve the customer experience
  • They also help to produce leads for sales.

Given that technology choices have usually been made over a long period of time, they may not form the best possible stack. It would be advisable to ensure that all phases of the customer’s purchasing process are also supported by the technologies and the benefits they have to offer.

The purposeful selection of a marketing technology stack means that you choose tools which:

  • support each other
  • can be integrated with one another
  • produce quality data

How to Choose Marketing Technologies?

The most important marketing technologies can be divided according to the customer’s purchasing path. There are a number of models, such as the Attract – Convert – Close – Delight model (Hubspot), familiar from inbound marketing, for example. When outlining a customer’s purchasing path, we at Verkkoasema (or “Verkkis”, for short)  use the REANE model, in which we

R = Reach (reaching the target group)
E = Engage (engaging the target group)
A = Activate (activating the target group)
N = Nurture (nurturing the target group)
E = Enhance (the enhancement of business operations)

For each phase, you can find a dedicated technology which facilitates the implementation of marketing and saves time.

REACH – Help for Reaching Customers

  • Search engine optimisation. It’s important that your website can be found with the essential keywords in Google’s free search results. The visibility of a website can be developed with the help of analyses produced by a variety of tools, the most important of which include Mangools’ tools for the analysis keywords, for instance, MajesticSEOfor the analysis of link profiles, and Screaming Frog, for the analysis of website technology.
  • Advertising tools: The volume attracted to the website is of material importance for a sufficient number of leads. Both Google Ads and Facebook Business Manager represent efficient ways by which to implement precisely targeted marketing.
  • The management of social media channels is essential, because they allow you to reach a substantial number of your target audience. B2B customers can be reached well through LinkedIn and Facebook, for instance. Several channels can also be maintained efficiently through a single tool. Examples include Hootsuite and Buffer.

ENGAGE  – Help for Engaging Customers

  • The skill to produce and manage content that interests your customer is essential for the success of modern marketing. So, how should you manage the media you own – your company’s website, that is? The most typical CMS at the moment is WordPress. WordPress is an open-source system and enables the easy management of the contents, blog and videos on your company’s website.
  • Video contents should be edited to a form that interests the target group and into concise packages, for example with the help of Adobe’s Premier tool. The videos should be uploaded primarily to YouTube, where they can be optimised and stored. YouTube also allows the videos to be easily embedded on other platforms, too, such as websites.
  • Content can also be shared in real-time in the context of webinars, for example. GotoWebinar is a handy tool for the organisation and storage of webinars.

ACTIVATE – Help for the Collection of Leads

  • Marketing automation systems. These systems help to improve customer experiences as the target group receives communication in real-time. At the same time, automation systems reduce manual work and produce valuable leads for sales. For those venturing into automation for the first time, I’d recommend the Active Campaign system and, for more demanding needs, ViidakkoCEM or Hubspot, among others.
  • Leadfeeder also allows you to identify leads on web pages. This tool identifies organisation-level visitors on your website and thereby produces interesting information for sales. If you integrate LeadFeeder with Mailchimp, you can receive more identifying data, all the way up to the level of email addresses.

NURTURE – Help for the Nurturing of Leads

  • Customer experiences improve when communication and information is provided in real time. Marketing automation tools allow you to offer a future customer email communication based on their own behaviour. You can achieve an inexpensive combination of a newsletter system and automation with the help of Active Campaign, for example.
  • The Mailchimp newsletter system is also a handy tool in terms of newsletter communication alone.

ENHANCE – Help for the Enhancement of Operations

  • When you have procured leads through marketing and nurtured them to an adequate degree, it is time to transfer them to sales. The sales tool is CRM, which is available in a vast number of alternatives. What’s essential is that the CRM should be compatible with the marketing automation you employ, to enable monitoring and measurement. The majority of CRM systems (Pipedrive, Salesforce, Hubspot, DiamondCRM) can be integrated into automation systems or include marketing automation as a plug-in.
  • Analytics and data. Tools give us the chance to collect data on the behaviour of future customers, our contents, the operation of our website and the success of our advertising. Too often, however, the data remains unanalysed and does not lead to corrective measures. In terms of analytics tools, you should use Google Analytics, at the minimum. That said, I do warmly recommend Google’s other tools (such as Search Console and Tag Manager), for instance, as well as Siteimprove, which facilitates the development of web pages.

Marketing Skills <3 Marketing Technologies

Although it is easy to get excited about new technologies, they do not change the fundamentals of marketing: You have to define your target group, and think about the message and goals you are aiming for with the assistance of technology.  In other words, it is essential to

  1. Record the company’s core purpose and message: Why do we exist?
  2. Know your competence and record it in as down-to-earth a manner as possible: What do we do? How? What kind of added value does it generate for our customers?
  3. Know your own target group: What is the worldview they hold? What kinds of challenges do they encounter? What kinds of things do they care about?

When you combine marketing skills with correctly selected technologies, you can be sure to look forward to thrilling results! Don’t hesitate to ask for more information!

Tiina Räisänen

Tiina Räisänen

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