Question 01
To what extent do you feel that MarTech, or your MarTech stack empowers or hinders your ability be more creative with your marketing?
Expert Perspective:
Can MarTech really help us be more creative?
Katie Colbourne
Senior Manager, Global Demand Generation, Basware
It’s not always about having differentiated content. By using MarTech creatively, you can give the customer personalised and even dynamic experiences. That’s only going to grow as more technologies come into the market.
You can adapt at a company or industry level, speaking to challenges in that sector. Or you can respond at a personal level, for example following up something they’ve read before, or comparing their company to one of their competitors. Technology is what enables us to scale this approach and make it possible.
It’s about being empathetic – using the data in your tech to understand where customers are in their journey, anticipate what they might want, and provide something you know they’ll be interested in.
It might be hard to personalise one-to-one beyond top accounts, but you can still think back to your ideal customer profile – plotting out what the synergies are and how the changes in the industry are affecting their job.
“It’s about being empathetic – using technology to understand where customers are in their journey, anticipate what they might want, and provide something you know they’ll be interested in.”
