Good morning, and let’s not leave any industries behind.

A recent interview with Marge Murphy of Acadia (see below) got me thinking about the potential for martech right across a range of industries we don’t talk about enough, including manufacturing of durable and nondurable goods and wholesale trade — three of the biggest sectors in the U.S.

Of course there are brands within those sectors which have a level of digital maturity, but as for the sectors as a whole, I’m not so sure. When most of your business is being done offline, or when you’re fulfilling consistent orders for the same retail partners, maybe you don’t need marketing automation or a CRM. But if most of your business has shifted online, if you need to extend or change your go-to-market strategy, then you need to jettison the spreadsheets.

For those of us working in software or publishing, in healthcare or finance, does this really matter? I’m not an economist, but I have the feeling that bringing the economy back means bringing all the major sectors back. And doesn’t that mean bringing everyone into the digital fold?

Kim Davis
Editorial Director, MarTech Today

 
 
 
MarTech Live
 

How experts manage marketing automation within their martech stacks

MarTech Today’s Editorial Director Kim Davis recently spoke with marketing automation experts Helen Abramova, marketing technology lead at Verizon, and Justin Sharaf, VP of marketing at Jahia Solutions, about the state of marketing automation and where it fits in the fast-evolving marketing stack.

The trio spoke about how marketing automation platforms seek to differentiate themselves; whether marketing automation fits in the stack as a hub and central data source, or should be one of a number of digital experience solutions integrated with a single data source like a CDP; and the critical importance of integration, for example with CRMs and events tools.

View this and other MarTech Live episodes here. »

 

MarTech Today Guide to Enterprise Identity Resolution Platforms

Identity resolution allows marketers to more accurately target and personalize brand messages to create more engaging and profitable customer experiences. This guide from MarTech Today explains the benefits of identity resolution software, and examines the market, latest trends, opportunities and challenges. It also includes profiles of 12 leading vendors with capabilities comparisons and recommended steps for evaluating and purchasing.

Check it out! »

 
Alignment
 

Aligning sales and marketing in the manufacturing sector

With its headquarters in the midwest, and clients across the country, Marge Murphy’s consultancy is leading industrial and manufacturing clients through the simple first steps of sales and marketing alignment, and martech and salestech implementation. The need for technology and data to replace spreadsheets, paper catalogs, and face-to-face meetings, and the corresponding need for sales and marketing alignment — around that technology and data — has never been more pressing.

The first hurdle for Murphy and her company, Acadia, is to help clients understand their processes by having the relevant teams get around the table and walk through them: how information is gathered, how it’s handed off, and what happens to it. This process, she says, can be an eye-opener for senior executives.

Clients can be brought to understand that the costs of inefficiencies outweigh the costs of implementing the right tools. “Many of the tools are good; the key is understanding how they work together, and how your people are going to work with them. It’s not a question of forcing sales and marketing to be on the same page, but generating the “Aha!” moment when they realize they need to be on the same page.

Read more here »

 
Data
 

New survey shows consumers know little about the destination of their data

A new survey released by digital business consultancy Publicis Sapient reports that 61% of global participants admitted that they know nothing or very little about what companies do with their personal data. 

The survey was conducted for Publicis Sapient by Ipsos between mid-June and early August amongst over 5,000 adults in the U.S., U.K., Australia, Germany and France. The survey also found that 40% of respondents stated they feel like their data is worth more than what they are currently receiving in return. 32% of respondents stated they would be willing to share even more data if they were confident companies could easily delete it. 

Positive sentiments about the impact of technology were tempered in the survey by concern about data collection, although American participants were notably more comfortable about the collection of personal data (44%) than the next in line, Australians at 34%.

Why we care. Data collection remains critical to modern marketing. Consumers around the world are anxious about it. That divergence needs to be fixed.

 

TODAY: Attend MarTech online for free

Join us today through Thursday, October 6-8, for 80+ tactic-rich sessions, empowering keynotes, virtual networking, and more… all for free. Log on now!

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Quote of the Day
 

“If you were going to a *marketing ops* Halloween party what would your costume be? I think I’d go as a murdered MQL. Or maybe the Grim Unsub Reaper. Here to remove the souls from your audience lists.” Charlie Saunders, CS2 Marketing.