All the gear, but no idea

We love martech tools. The ability to streamline, automate, manage and optimise B2B marketing workflows and email nurture sequences is a beautiful thing to behold. 

But martech isn’t magic. And it can’t save a bad strategy (or provide a strategy where none exists).

It’s been quite revealing working with clients to grow their prospect base or resurrect a neglected nurture program to see a large investment in martech gather dust (or be misused). 

The problem comes about because people think the tools are the solution. But they are just the start. 

Martech helps you scale what works

Automation and tech tools are great to amplify and multiply your marketing efforts and message. But that’s the key point – they amplify. They don’t create. 

And that’s an important difference. 

Plugging in your martech platform of choice and firing off an ill-conceived email sequence will not get the results you desire. It might even get you in trouble for being a spammer. 

Without a clear strategy – think audience segmentation, message hierarchy, storytelling, journey mapping and logical calls to action, you’re emailing noise. At great cost to your time, budget and reputation. 

And remember too that powerful martech tools will amplify a bad strategy, giving large numbers of prospects the opportunity to quickly disengage (unsubscribe) with your business and brand. 

Think first, press send later

As more B2B marketers understand the power of email nurtures to drive pipeline and business growth, it’s easy to say:

“If we get the right tool and fire off some automated emails, then the leads will come rolling in”. 

If only it were that simple. For one, we wouldn’t have anything to do!

Whether you use platforms like HubSpot, Mailchimp, ActiveCampaign or another of the many available, what matters most is having a well-thought-out plan to use them effectively.

Ask yourself these questions:

·      Who exactly are we talking to?

·      What do they care about?

·      What’s the journey we’re taking them on?

·      Where are they in the purchase cycle?

·      Are they problem aware or solution aware?

·      Are we building trust, or just blasting them with content?

Then do the hard work of mapping out a sequence that makes sense to prospects in your category, that is aligned with buyer behaviour, purchase cycles and your desired positioning. 

Take a strategy-first approach

Your martech tools are only as powerful as the strategy that guides their use. And when you get the strategy right, your tech stack can really shine. Emails land with purpose. Prospects are engaged. Leads warm up. Meetings are booked. The sales team stops asking “what is marketing even doing?”. 

It just works.

But don’t rely on martech to create marketing magic. Apply some great thinking to get magical results. The effort and expense you have invested to build your prospect base deserves a great plan to nurture and convert those leads.

If you need help sprinkling some magic dust on your nurture sequences, we’re here for you.