How can you manage your marketing if you don’t know your MarTech? See Overdrive CEO Harry J. Gold explain how to quickly audit the MarTech systems your organization uses to power digital marketing.
Video Transcript
“Get to know the people, then get to know your MarTech.
So, when we go into an organization, we ask ourselves, what are the different platforms that we will have to interface with in terms of where we send our leads when we capture them online, and then how we measure things? If you go into any organization, they will have a lot of existing media. They might have BrightEdge for SEO, or they might be using Drift for a chat. Maybe their content management system is WordPress, but they might have something like UberFlip to create personalized experiences for their visitors. You might have Salesforce for your CRM and Marketo for your marketing automation platform. Then, of course, Google Analytics and Google Data Studio doing your analytics and data visualization, and then maybe even a Visual Website Optimizer or something like that for you’re A/B and multivariate testing.
When you land in a new organization, the first thing you must do is say, all right, what’s the MarTech that I must deal with? And if you run into something you’ve never heard of, just ask. No one knows every platform. So, it’s very important that if you don’t know, you ask. That’s your career calling. You can Google VWO explainer videos or just ask someone. You must understand the technology components that will power your marketing.
Of course, you might have an agency, and you want to know what MarTech they’re bringing to the table. So, most agencies will get something like Google Campaign Manager, formerly DoubleClick, to serve your ads. They might have Visual Website Optimizer and BrightEdge for SEO and other things.
First thing, get your head around the people. Second thing, get your head around the MarTech.”
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