The news is pretty straight-forward. The MarTech and Marketing Automation (MA) market continues to grow. However, many of these tools and trends only apply to the largest enterprises with mountains of budget, staff and technical support available to implement them. For the SMB, options are much more limited.
Implementing Marketing Automation on a Limited Budget
I believe there are two keys for the SMB to effectively implement MA:
- Implement using a Software-as-a-Service platform that offers a suite of pre-integrated functions: email, nurture, lead scoring, CRM, web site analytics, Adwords, and Cost tracking. There are great products available for under $400/month that integrate all these functions in a single environment. You don’t want to spend your time or resources integrating these functions when they are all available, pre-integrated off-the-shelf.
- Get the help of a marketing automation agency or consultant. These types of companies can help you through the implementation, teach you best practices and greatly reduce the learning curve. MarTech is not a magic bullet. It takes time (often 3-6 months) to start seeing benefits. The faster you implement and start using the tools correctly, the faster you will start to see real gains in your bottom line. Over time, you can hire someone to do the easy stuff (or do it yourself). However, you can side-source the more involved campaigns to your agency or consultant.
Nearly every company can benefit from implementing some sort of MarTech. The goal is to make sure you find the right solutions and implementation partners that make sense for your customers and sales team.
The evolution of marketing technology aka ‘MarTech’ has come a long way, with a landscape that’s growing and incredibly dynamic. As this landscape fast expands, there are several technologies that are at a marketer’s disposal to make their jobs easier. Investing activity in this space is growing exponentially and the race to ‘SaaS’ up technology for marketers is on.