Join us for this live webinar as our stellar panel shares how small and medium-sized companies can emulate the kinds of killer martech the Fortune 500 crowd is using — with the results to show for it.
Implementing some new marketing technology solution is simple for an enterprise company: Just establish a meeting between IT and the departments that’ll be using the tech, task IT staff to research and determine the best product and report back, put together a purchase order to an approved vendor from whom the package can be bought, and then have IT deploy the software across your network. Congratulations…you’re good to go, ready to take advantage of the benefits this new software framework will provide your company.
But what if you’re not an enterprise company?
A small- or medium-sized business is no different in wanting to stay on the cutting edge, but might not have the budget to implement a new martech platform. Heck, it might not even have an IT department, instead relying on staffers who wear a lot of different hats to research, decide, and implement anything new that’s added to the network.
Indeed, all companies — regardless of their size and budget — want to take advantage of the competitive gains that martech can offer. But what does the CMO of a small or medium business do to avoid falling behind? Is there hope for progress?
According to Amber Whiteman, vice president at digital-marketing agency Metia, the answer is a definitive yes. While her company counts Microsoft among its clients, she said that lots of smaller companies seek out Metia’s services because of its enterprise experience. And she admits that there are different ways that these smaller companies can mimic how enterprise firms perform without having to break the bank.
“Make sure that the content you’re providing is really, really relevant,” Whiteman said. “There’s a lot of marketing-automation tools out there that will provide small snippets of content to your customers, and you can send it out in mass quantities. Then it will rank them and start to do either lead gen and lead nurture or scoring or whatever it may be. As a small business, you can do the same thing — it’s a little bit more manual work, but you don’t have to necessarily invest the massive hours and manpower to get the same results.”
Whiteman believes it’s more than software, though, that should be the foundation of a good marketing plan. You can use the most expensive, feature-filled technology that’s available, but if you don’t have good content, your attempts at creating a conversation will be less effective.
“It’s paying attention to your message, what you want to say, the message that your customers are talking about, and finding that gap that’s in between the two,” Whiteman said. “Make sure you’re providing that relevant content readily, and it helps you bridge the gap between having to produce massive quantities of content, because you already know what kind of content they’re interested in seeing.”
Then there are the common mistakes that companies — of any size — make as they try to implement a new martech strategy. Whiteman said with a little planning and not trying to cut too many corners, you can avoid some critical mistakes. After all, mistakes won’t waste your time and money if you don’t make them.
“Something we come across all the time is, ‘I need to do X and I needed to do it yesterday,’ which puts everybody in a crunch position where you’re not able to do your best work,” Whiteman said. “It’s better, even if you have a deadline for some reason, to thoroughly think through it, because ultimately you’re going to end up having to take more time — and will make those mistakes that are avoidable upfront — to be able to actually reach your audience and get the results you’re looking for.”
Whiteman and the other panelists in this upcoming webinar have more good advice and smart tactics they’re willing to share. Take advantage of their marketing expertise and rich analytics to help your businesses thrive.
Don’t miss out!
In this webinar, you’ll…
- Find out which marketing technologies have the most ‘enterprise-class’ users
- Discover free or cheap alternatives to start using today
- Learn the limitations of those more cost-effective solutions
- Get the scoop on the up-and-coming products making waves
Stewart Rogers, Director of Marketing Research, VentureBeat
Sean Moeller, Founder and CEO, Daytrotter
Amber Whiteman, VP Client Services, Metia
Wendy Schuchart, Analyst, VentureBeat
This webinar will be an early look at Stewart Rogers’ VB Insight report, available in early January 2016.
This webinar is sponsored by SalesFusion.