- Select tools that fit into an ecosystem
- Make sure your tech comes with real, live human support
- Insist on attribution
Lots of MarTech promises to show ROI from specific campaigns. Very few tools, however, are truly engineered with attribution in mind. Partly, this is because this is no small feat. Prospects touch a product at many points before becoming customers: they might watch a video, respond to a tweet and attend an in-person event before committing to a purchase, so quantifying the impact of any one campaign isn’t easy. Not to mention, what constitutes ROI can vary widely depending on company and context: some companies only count actual sales pipeline, while others might consider website traffic alone to be a successful conversion. The best tools out there today, however, are confronting these hurdles head-on and finding increasingly sophisticated ways to track results and bottom-line impact.
- Invest in your people, not just technology”
I highlighted attribution, as any help that can be derived from the tool is greatly appreciated.
RYZZ: It’s a new approach to MarTech for B2B Marketers.