When I was 17 years old and trying to figure out what I wanted to be when I grew up, the director of marketing technology was not on my list. But here I am, in charge of marketing technology at Right Source Marketing, and I'm learning that the rise of technology and data has forever changed the role of the modern marketer. We started with just the corporate website, but our options have expanded with the development of tools such as Customer Relationship Management (CRM), email marketing, web analytics, marketing automation, and more. At Right Source, we can work with three different CRMs, four different email solutions, three or four marketing automation platforms and a number of different Content Management Systems (CMS).
As a modern marketer, it's essential to understand the technologies available to you and how they can help you reach your goals. In this article, I'll discuss the five essential technologies for modern marketing management: marketing automation, content management systems (CMS), customer relationship management (CRM), content marketing software, and web analytics. I'll also provide an overview of what we use at Right Source Marketing.
Marketing AutomationMarketing automation is a powerful tool that can help marketers streamline their processes and increase efficiency. It automates repetitive tasks such as lead generation, lead qualification, lead nurturing, and lead closure.
It also helps marketers track customer behavior and analyze the effectiveness of their campaigns. Currently, we use Pardot as our marketing automation platform, but we collaborate with Marketo, HubSpot and other providers.
Content Management System (CMS)A CMS is an essential tool for modern marketers. It allows them to create content quickly and easily without having to rely on IT for every update. It also helps marketers manage their content more effectively by allowing them to track changes and keep track of versions.
Customer Relationship Management (CRM)CRM helps organizations track and predict buyer behavior, manage the sales process and close deals more effectively.
Salesforce's AppExchange offers integrations with hundreds of other apps, including all of the most popular marketing automation platforms.
Content Marketing SoftwareContent marketing software helps marketers create content assets quickly and easily. It also helps them distribute content to various platforms such as social media channels, email campaigns, websites, etc. Different types of analytics technology can help you improve the effectiveness of targeting your ads, customizing your site and apps, and customer response to your website. Software for graphic design, video and audio production, video marketing platforms and podcast distribution applications may be needed at different stages of advertising and marketing.
Web AnalyticsWeb analytics helps marketers understand the effects of their campaigns by providing data on the ROI of those initiatives.
By far the most popular website analysis tool is the free Google Analytics, which is used on more than 80% of small and medium-sized websites on the market. These five tools are essential for modern marketers. Knowing which tools are most effective and appropriate for your company can help you make more sales and gain market share. When all these tools are in sync (as they should be), they maximize the value of your investment.