Chloe Basterfield
Chloe Basterfield 20 May 2014

What Marketing Software do you Really Need?

You know your business needs marketing software - here are three tips to help you make the right choice.

You know your business needs marketing software – here are three tips to help you make the right choice.



Understanding your customer and their needs has been the cornerstone of successful marketing for many years. Modern tools now allow organisations to collect vast quantities of data so that they gain a deeper understanding or purchasing habits, preferences and demographic information.



However 46% of marketers claim that they are prevented from properly leveraging this data because it is held in disparate systems; the information they need to improve marketing activities is not stored centrally, making it impossible to form a complete understanding of their customers. These systems typically include:


●      CRM.

●      Email marketing.

●      Social media monitoring.

●      Lead nurturing systems.

●      Content management systems.



Using these various systems, your business probably already has the data it needs for automated marketing, but lacks the tools you need to make best use of the information.



Choosing the right software


The importance of data for marketing and sales has elevated the importance of the CMO. In 2012, Gartner predicted that by 2017, CMOs will spend more on IT than CIOs as they purchase products and services that will allow them to better target their prospects. As the CMO is handed more budgetary control, they will also be expected to make informed technology purchasing decisions.



The truth is, the correct marketing automation tool for your business will be different to that of your partners or competitors. There are, however, several features that are non-negotiable:



Data unification


Your ideal marketing automation tool will be able to access multiple data stores to ensure you have the information you need to leverage your customer data for maximum profit. For future-proofing potential, your business may look at doing away with data silos altogether, replacing them with a big data solution from which every business unit can operate.



“35% of marketers said response attribution was the most challenging multichannel marketing issue for their organisation, followed by campaign coordination.”

The 2013 Digital Marketer – Experian



Reporting and intelligence


Marketing automation is a process of continuous improvement. Your ideal system will need to have in-depth reporting and intelligence functions that allow you to cut your data any way you choose so that you get the insights you need, including your customers’ ‘digital body language’.



With the right tool, your business will be able to improve:

·       Lead generation and qualification processes.

·       Messaging.

·       Internal sales operations.



“Companies that use big data and analytics effectively show productivity rates and profitability that are 5% to 6% higher than those of their peers. McKinsey analysis of more than 250 engagements over five years has revealed that companies that put data at the centre of the marketing and sales decisions improve their marketing return on investment (MROI) by 15% to 20%. That adds up to $150 billion to $200 billion of additional value, based on global annual marketing spend of an estimated $1 trillion.”

Jonathan Gordon – McKinsey & Company




“This goldmine of data is a pivot-point moment for marketing and sales leaders. Those who are able to drive above-market growth, though, are the ones who can effectively mine that gold.”

Jonathan Gordon – McKinsey & Company



Social media distribution


As well as social media monitoring, your ideal tool will provide automated distribution of targeted messaging. Social is now becoming ingrained at all levels of the enterprise, increasing the volume of messages your team needs to handle. If your business is serious about becoming truly socially enabled, your chosen platform will need to be able to process all of these additional communications streams.



“In our recent survey of B2B marketers, the most pressing content marketing challengewas “getting the right people to view the right content.” One-third of respondents cited thatchallenge, compared with only 13% who were challenged with “producing engaging content” and11% who were challenged with “developing a content strategy.”The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014





“Facebook ingests approximately 500 times more data each day than the New York Stock Exchange (NYSE). Twitter is storing at least 12 times more data each day than the NYSE.”Reinventing Social Media – BI Intelligence 


Into the future


To successfully automate your marketing, you will need:·       Unified data – access to the various data silos that exist throughout your system.·       Reporting and intelligence – generating the insights you need to continually improve marketing and your other business processes.·       Social – tools that allow your business to use social internally and externally for communications and messaging.





To learn more about the marketing software your business really needs, download the free eGuide:  The 5 Tenets of Modern Marketing

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
Personalize Your Marketing Using 15 AI-Powered Prompts

Personalize Your Marketing Using 15 AI-Powered Prompts

Personalization has undoubtedly become one of the key elements that marketers shouldn’t ignore or underestimate any longer. With consumers increasingly expecting tailored experiences, the ability to customize...

Georges Fallah
Georges Fallah 30 May 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more