There’s no question—marketing technology is transforming the way teams work. It’s one of the biggest influences on how people within a business connect, collaborate, and execute marketing campaigns.
We’re in the middle of a marketing revolution driven by technology, and businesses have a front-row seat for how these changes trickle down into everyday workflow. To help you leverage the winds of change, here are four pivotal ways marketing technology will transform workflow and impact how your teams communicate—both with each other and with your customers.
1. Integration and alignment of content development processes
There are a lot of moving parts in the content development process. Marketing technology will integrate processes between team members and departments that are often separated, providing a central location to exchange information, track content changes, and share important product and service developments in a more meaningful way.
“Creating cross-departmental standards and motivation and training to use the technology to understand the tactics, strategies, and techniques is becoming increasingly important.” —Rebecca Lieb
2. Introduction of more effective real-time collaboration and agility
It’s all about the cloud, baby! This is the most efficient way to stay on top of (and hopefully ahead of) customer needs and marketing developments without duplicating efforts. Marketing technology that serves as a central hub for key marketing research, messaging, and anything else needed to develop marketing content means that team members company-wide have access to the same information. With a cloud-based approach to content management, common sets of themes, messages, workflows, and processes can be easily adapted in real-time and quickly communicated to essential team members.
3. Customized, plug-and-play workflow
Each key area of marketing will be defined by its purpose: personalization, testing, etc. These pockets of “refined” information will be gathered and shared within a single platform, making it easy to “plug and play” specific pieces to create a fully fleshed-out campaign that’s on point. Having one core message that can easily be modified to meet the needs of specific customers without extra work is essential in a customer-centric market.
4. Efficient deployment of customer-centric marketing campaigns driven by customer requests
The bigger a business gets, the more diverse customer needs become. Marketing technology can help pull customer requests from all departments and put them in one key place. Then, when customer requests from IT, sales, customer support and product development roll through, they can be reviewed and addressed quickly and easily. A centralized approach to managing workflow also helps a company see how specific customer needs overlap among departments, and it can spark ideas for marketing campaigns that align with those needs.
The evolution of marketing technology is the next step in creating a more efficient workflow at all levels within a business—if you choose tools that support a unified strategy. Long-term marketing success requires moving away from marketing silos built around channels in order to focus on tools that integrate. When you have key information about campaigns, customers, and messaging all in one place, you’re improving workflow, eliminating frustration, and giving employees access to the information they need to connect the dots.