Technology is not a panacea. When preparing to implement technology, the first thing you do is probably go directly to Google or G2, compare features and pricing, and maybe try a free trial to see if it’s right for you. In fact, today’s B2B buyers are spending more time researching products before purchasing them, and most of that time is spent doing their own research. Only 17% of time spent researching B2B products is spent talking to a salesperson. At the same time, 77% of buyers believe shopping has become much more complicated.
But the key takeaway here is that tools are not strategies. Sure, you can compare different software packages based on their features, but that’s like marrying someone based on their dating profile. The true value of marketing software lies in the strategies and approaches it enables, and how that impacts the customer experience (the desired end result).
Before you start building (or updating) your marketing technology stack, it’s important to have a marketing strategy in place. This approach should be tailored depending on your product, your target audience, and how you want to reach those users. You should carefully analyze your current marketing practices and determine where they fit into your strategy and where they hinder it.
As with our recommendations for the best sales tools, we’ve selected what we think are the best, but the right tools for your team, regardless of role, are the ones you actually use and benefit from.
Choosing the Best B2B Marketing Tools for Your Business When choosing the ultimate marketing technology stack, there are a few things to keep in mind as you evaluate the different tools and types of technology you want to bring to your team. Before we get into specific product recommendations, here are a few things to consider as you evaluate different solutions: How big is your marketing team and what marketing channels do you use? When deciding which tools to buy or add to your technology stack, first think about the size of your marketing team and which channels you use (or want to use). You should also consider whether your team focuses on outbound or inbound marketing strategies. For example, if your primary business is email and SMS marketing, a tool that helps you manage Meta or TikTok schedules may not be the best investment.