Post by Rebecca Smith, Marketing Coordinator – Heinz Marketing

I don’t know about you, but I’m pretty floored with the discussion and insights from the Martech webinar yesterday morning. As it was repeatedly stated by every panelist, seamlessly integrating marketing and technology is hard.

One of the panelists said: “The ‘shock’ factor isn’t as attainable anymore.” In other words, technology vendors have to be extremely creative in their approach to demonstrate their products’ value and worth.

After listening to these panelists (who are awesome by the way), it’s clear that each and every one of them isn’t actually as focused on the technology-side as much as I thought they were. They are more focused on the experiences of the buyers. However, that doesn’t mean they aren’t focused on the technology at all. They are just more interested in developing technology that will deliver the best experience for their buyer.

Amanda Kahlow brought up in the discussion a quote from Stephen Covey: “Seek first to understand, then to be understood.”

So, how can we as Martech professionals, sift through all of these technologies (over 1800 on the Martech landscape alone) and find the right fit to create the best experience for our buyers?

The panelists in the webinar did a great job of explaining these pain points and how we can further work towards a seamless integration that pleases both buyers and sellers. I went back into the #Martech hashtag on Twitter (thank you so much to those who participated!) and checked out what everyone was Tweeting.

There are some very interesting points being brought up:

 “Straw poll: Anyone texting their customers? I recently texted a vendor and it wasn’t weird. #martech” — @MatthewMkt

  • Is texting your customers going to be the new way sellers reach their customers? It’s definitely not traditional selling, and some could even view as invasion of space. Other people might view this as less invasive though because they aren’t forcing them onto a call. Dale Zwizinkski had some pretty interesting things to say about texting in sales. How do you feel about it?

“Per @ConradBayer, #Martech vendors MUST think of the “stickiness” of their product. If it’s not easy to use, value disappears.” — @allygreer

  • So true! I can’t tell you enough times that I’ve gone onto a new website, gotten lost, can’t find my way around, and abandoned ship. Products and services work the same way. I’m not going to continue using a product or service I can’t understand. A martech integration has to put the customers first in ALL situations.

Don’t start w/ the tech, start w/ process then use tech to enable sales and marketing. Totally agree with @chiefmartec #MarTech” — @RobertCPease

  • You can’t have a Martech integration if both the marketing and technology aren’t there on their own. Develop your marketing strategy, then pick an IT solution to make that process more effective. What’s worse than an integration not working properly? An integration not working because the two individual pieces can’t stand alone…

These panelists made us all think more outside the box than we usually do. The Martech landscape is evolving so rapidly that sometimes I feel like it can be a little hard to keep up.

One of my favorite quotes from the whole webinar was from Scott Brinker: “Take the Martech landscape and crumble it. Then, write down what you are trying to accomplish and work from there.”

Martech isn’t about making your marketing technology fit in to the technology you want to use. It’s about building a strategy, and then finding the technology to seamlessly integrate in.