One of the most challenging parts of growing a business is scaling your technology.
Think ahead 6 months. Where is your business now? If your business has grown as planned, you may be looking to add some new employees or ramp up your marketing efforts. But can your baseline marketing technology systems still support the growing demands of your business?
This is a common question given today’s technology boom. Companies start by purchasing a tool that fits their basic needs, only to find out that they outgrow their systems in 6 months to a year. Then they have to research all their options, vet new software, migrate their data, and integrate their new systems. What. A. Mess.
Getting ahead of this challenging scenario can save you hundreds of hours and multiple headaches in the long run. Probably a few grey hairs too.
Here are a few tips for building a marketing technology stack that scales
Be proactive, not reactive:
Don’t react to a problem by immediately buying software to solve it. When you buy software as a band-aid for a problem, you’ll just end up with a bunch of disparate systems and siloed data. This makes it super difficult to generate accurate reports and achieve end-to-end attribution. Before pulling the trigger on a shiny new piece of software, make sure you do your due diligence and understand how each new solution compliments what you currently have.
Branching off the last point, choose a marketing automation system that integrates with everything. This lets you choose from a bigger pool of options in the future when you look to build out your stack. You don’t want to end up with useful data confined to systems that can’t connect to each other. This creates data silos and makes it much more difficult to see the full picture. By proactively choosing an open marketing automation hub, it’ll be easy to integrate future technologies when the time comes.
Think about segmentation early on:
Don’t leave your segmentation strategy to the last minute. One of the most expensive and time-consuming digital projects today is cleaning up a database. Developing your segments up front lets you avoid an extremely disruptive project down the line.
Setting Yourself Up for Success with Demand Gen
At a baseline level, organizing your data up front solves a lot of issues. When you can (at a minimum) filter by company, industry, or job title, you can create a content and digital strategy that supports your different buyers and influencers and lets you run targeted campaigns from the get-go. Put all of this together and you have a marketing technology strategy that can support your growing business.
Learn how one of our growing customers is using our platform to propel them forward.