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

Conversation makes the world go round, and when utilised within a marketing strategy helps drive sales without really ‘selling’. It allows businesses and their customers to interact on a personal level, strengthening relationships and supporting brand loyalty.

Fast, efficient, a time saver: just some of the ways businesses are talking about chatbots. As part of a communications strategy, these tools can be indispensable for customer relations. But it’s not all plain sailing, so we’re going to delve a bit deeper into this latest technology trend and explore the very real possibility that chatbots might one day replace humans in the sales funnel.