There has been a lot of buzz lately over the role of the marketing technologist in marketing organizations. It’s really about time, too, especially in B2B organizations. In my life prior life as a marketing manager working for a mid-sized B2B technology company, I can tell you how frustratingly painful and difficult it was to get IT resources or tech support for marketing initiatives. I had to build up trust with the CIO before I could get my paws on anything sacred from a tech standpoint.
Marketing is becoming one of the most tech-dependent roles in many companies around the world. It is imperative that marketers are able to be proactive with and quickly react to the evolving demands, attitudes, and desires of customers and prospects. That means being able to quickly monitor, measure, and push the message – three key functions that are done most expediently and efficiently with technology. That’s why the day of the marketing technologist has arrived.
The question is: can you afford to hire a marketing technologist for your company? Another great question is: can you afford not to?
A post on the Harvard Business Review website defines the chief marketing technologist as one who is responsible for “aligning 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.” Perhaps your business has not yet reached a maturation point where you need or can make the investment in this position. However, that doesn’t mean you have to wing it. There is always outsourcing some or all aspects of that role.
Outsourcing the marketing technologist job
Many online marketing agencies are filled with people who have both the marketing savvy and the tech know-how to help small and mid-sized businesses. Often they want the entire pie and not just the technology piece, but I predict that will be changing over the next few years.
Jackson Marketing Services is now offering marketing technology management for those organizations who have their branding and messaging figured out but need help implementing and managing the technology to execute online marketing plans and support marketing & sales efforts. We have partnered with a marketing automation company to bring clients managed marketing automation software. We also have experience recommending, integrating, and administering sales enablement solutions like VanillaSoft (full disclosure: VanillaSoft is also a client) and CRM technologies like Zoho, Salesforce, Highrise, and more. We implement Twitter cards on websites, set up and manage social media management solutions, set up Google Analytics and create monthly reports, and more. Learn more about the various areas where we can help your small or mid-sized business leverage sales & marketing technology.