Martech or ‘marketing technology’ is all about taking a strategic approach to marketing that positions technology as a core driver for growth. By underpinning every stage of today’s complex buyer journey with evolving technology, martech can make B2B campaigns more fluid, agile and profitable, and help marketers navigate their way across the sales cycle more intuitively. Here, we share three top martech trends you should know about in 2020:

It’s difficult to ignore Martech in today’s technology-driven marketing landscape, but that hasn’t stopped many marketers from burying their heads in the sand for fear of the new and unknown. And with more than 7,000 tools and software programs currently available to choose from, it’s fair to say that Martech can make even the most seasoned marketer feel a bit overwhelmed.

While often misunderstood as rather mysterious and complicated, Martech is in reality just a simple marriage of marketing and technology. And most B2B marketers are already employing it to a certain extent, they might just not know it yet.

In our guide to Martech, we explain how positioning technology as a core driver for growth, creating a strategic technology framework and creating the perfect ‘stack’ can support the successful planning, execution and evaluation of marketing campaigns. In this issue, we cover:

• A simpler take on Martech
• Types of tools at your disposal
• 8 tips for building the perfect stack
• The bigger picture

What’s your way with numbers?

We’re living in the era of data-driven marketing. Data fuels our daily marketing activities, powers our achievements and drives our innovations. It’s clear to anyone in the B2B space right now that data is here to stay, and that data is a specialised skill. It’s not enough to gather numbers; the real work lies in selecting the right numbers, analysing them with insight and proposing useful solutions.

In a world of information overload, it’s more important than ever to be clever with the abundance of data we have at our fingertips. This is especially true if you’re devising or refreshing your content marketing strategy. If you don’t know who you’re talking to and what they’re looking for then really, what’s the point? Your message and sales aspirations are guaranteed to fall short of the mark.