The Blueprint for B2B Marketing Technology

Greg Dorban Demand Generation, Marketing Technology

In 2014 we released The Blueprint for World-Class Demand Generation, demonstrating the critical integrations between web, marketing automation (MAP) and Sales Force Automation (CRM). Since then, the technology landscape has exploded with over 1,500 new vendors in the market place.

But how do you know what you need? And how should it all fit together? The marketing technology blueprint 2.0 gives you just that.

Website Functionality

As the marketing technology landscape continues to expand, one of the first areas you will look at to enhance functionality will be the website. IP based data collected during web visits adds deeper account information to leads and prospects. This can also support on-site personalisation or targeting. A Tag Management platform is no longer just a tactical technical implementation, but a strategic decision that gives value in simplifying deployment of web technologies, providing agility and enhancing analytics tracking events for reporting.

Event Management

Online and physical marketing events should be supported by dedicated platforms that can be deeply integrated into the website and MAP.

Inbound Technologies

Then we need to feed the funnel. Optimising organic search and paid search are to provide scale and drive conversion. Media can be executed with IP targeting, retargeting or programmatic through a DMP/DSP. You can also bring in 1st and 3rd party data to further help refine targeting. This overlaps with paid social where we can deliver messages. Community management, listening & monitoring, and social sharing further build up the inbound activity. All of the inbound execution should be tagged so as data then returns into the MAP and CRM via the website to track ROI.

Analytics and Insight

Tracking key interactions can lead to insight and business intelligence. Predictive analytics and lead scoring can also be integrated using business intelligence and marketing automation data. Finally, dashboards for Sales, Marketing and Web analytics clearly present performance against KPIs.

For a hard copy of the infrastructure, download the MarTech infrastructure cheatsheet here.