The chief marketing technologist role is becoming more and more important in the overall marketing planning process. Marketing tools and techniques are constantly evolving, so it’s important to ensure you have the right person and team in place to stay on top of it all and keep things aligned and on track. It’s important to make sure you have clear marketing goals in order to be successful.
First, let’s talk about what a marketing technologist is and why the role is important. Harvard Business Review defines the purpose of the position to “align marketing technology with business goals, serving as a liaison to IT, and evaluating and choosing technology providers. About half are charged with helping craft new digital business models as well” (HBR). Based on this description it’s not surprising that the sales & marketing areas of most businesses are morphing into the most tech-dependent areas of the majority of organizations.
Why Do Sales & Marketing Teams Need to Be Tech Savvy?
Let’s face it, just about every position in every company is becoming more and more dependent on technology. So, it’s not surprising that the areas of sales & marketing are becoming more technology dependent. Couple that with the changing buyer’s journey (internet-first research), it’s even less surprising that sales & marketing is becoming one of the most technology dependent areas.
Your first touch interactions with prospects matters! In today’s technology-driven world, most prospects will do the majority of the buying process research online before they speak to someone. So, it’s extremely important that your marketing team is in touch with the different tools and techniques online that will get your brand in front of your prospects. Knowing the right ways and places to be active online will give your company the edge over your competitors. By staying on top of evolving demands and understanding the desires of your customers and prospects, your company will have a better chance at increasing sales.
“77% of B2B purchasers said that they would not even speak to a salesperson until they had done their own research.” (Hubspot)
Should You Outsource Your Marketing Technologist Position?
With all this new technology at hand to make reaching and engaging with customers easier – or least helping you stay competitive, the question is this: who is going to manage it? Maybe the IT department? You could hand it over to them, but then your projects may not receive priority. An existing team member? If it’s not too complex or if the person already understands the platform or can give up some existing duties, sure. However, that may not be reasonable or practical. The ideal is to hire a marketing technologist – even if that’s just part of their duties – to help administer all the platforms.
Many small to mid-sized B2B businesses may not be able to afford to hire a full-time marketing technologist. So, what do you do? Outsourcing the responsibilities of this position is the best solution. Yes, outsourcing this work will still cost you money; however, it won’t include all of the additional costs that come with hiring an employee. Let’s discuss some reasons why you should consider outsourcing the marketing technologist position.
- Lower Costs– Outsourcing this position will cost you less money. You will not have to pay the added costs that come with maintaining an employee. Think about it – no health benefits, retirement matching, paid-time-off, and training costs. In the long run, outsourcing will save your company money while still getting good results with the right digital marketing company.
- Less Ramp Up Time– When you hire an employee, there is always ramp up time involved. However, most agencies are capable of jumping right in and getting to work. So, the need for ramp up time and training is typically minimal. Saving time at the beginning allows you the opportunity to get moving more rapidly with your marketing strategy.
- Idea Bank– You will have access to more creative ideas. Most agencies work with multiple clients and have the opportunity to see what strategies work well. This will give you an advantage over your competitors because you will have some insight into how other companies are doing things and what works best.
- Up-To-Date On Latest Technologies – Technology is always being improved and there’s always something new being developed, especially in the sales & marketing areas. Rather than you having to stay on top of it and test out different products and be in the know on everything that is changing, let your outsourced marketing technologist do that for you. It’s important that your marketing technologist is on top of and aware of those tools to keep you in the game.
- First Touch Help – Your outsourced marketing technologist can be your front line touch for your inbound lead generation prospects. The right marketing automation tool will give your team the ability to know when someone downloads a form or is on your site. Knowing this information is invaluable. Your marketing technologist can take this information and immediately reach out to the prospect as a first touch and then pass the contact over to a sales rep. Most sales go to the companies that are the quickest to reach out and respond.
Here’s an excerpt from a post I published last year, “Increase Sales with Marketing Automation”, that explains how marketing automation can help your company.
Someone from a global brand-leading company filled out a form submission for an e-book. The marketing automation tool stored the prospect’s information in the system. The next time when that individual visited the site, I was notified and was able to see what pages she was viewing. I personally reached out to her in real time as she was on the site to answer any questions she had. She immediately responded and asked for some information, which I provided. It opened up the possibility to start a great conversation and provide some additional information to her so that she can learn more about our client and its product offering. If the client didn’t have a marketing automation tool, then we would never have known that the specific individual visited the site. It would have been a lost opportunity.
So, if you’ve been thinking about whether or not outsourcing your marketing technologist position is right for your company, now you have some things to consider to help you make your decision. Now, you should have a better understanding of how a marketing technologist can improve your business and if outsourcing the position may be the right way to go for your company. This is a position that shouldn’t be overlooked if you want to grow your business. Jackson Marketing Services offers marketing technology management services for small and mid-sized organizations. Contact us to request a consultation!