Using Martech to Drive Conversions, Revenue, & Loyalty: Brenda Stoltz [Podcast]

Brenda Stoltz, President of Ariad Partners, joins the show to talk martech, strategy, and how the two are intimately interrelated — yet simultaneously separate and distinct.

As Brenda discusses, technology is a catalyst to energize everything else you want to achieve. It truly empowers marketing organizations to make clear-cut decisions, armed with massive amounts of data. But tech should never serve as a hindrance or distraction that comes before the strategy.

“Marketers can and should lead the enterprise in two areas. One, be the voice of the #customer across the enterprise. Two, be a strategic driver. Elevate #marketing to a strategic level within an organization.” — @BSStoltz #VOC CLICK TO TWEET

Show details and highlights

► (1:32) How can martech make you smarter, richer, and better? When used as a strategic function!

► (6:34) How to link marketing automation to strategy

► (7:43) Artificial intelligence provides power for innovation

► (9:22) Marketing-sales alignment must start outside of the technology

► (12:22) Marketers have a LOT on their shoulders — tech helps

► (16:03) Brenda on the future: dominance of Amazon puts impetus on e-commerce brands to get attribution right

“Savvy marketers are using #martech to bring clarity to chaos – they can automate tasks, leverage #dynamiccontent, & stay in contact w/ customers in a way that isn’t cold/inconsistent,” says @BSStoltz CLICK TO TWEET

“The dominance of Amazon (and voice search) really means that e-commerce retailers have to understand their customer attribution models. How do new audiences find them? How are they engaging with their brands and products? I may buy something — your product — from Amazon because it’s easy, I trust them, and my login and information is already in there. You need to be able to capture that — how I got to you, found out about you, and how and why I bought it on Amazon. Much like closed loop marketing, brands need to understand the role that top-of-the-funnel channels, like social media, play in customer attribution. This is a here-and-now AND future problem as voice and Amazon are growing.”

Brenda Stoltz

President, Ariad Partners

@BSStoltz

Lindsay’s key takeaways

Martech can’t make poor marketing good marketing. It’s a tool, and it can help scale and bring efficiencies, plus bring you more insights and information.
Are you using marketing technology to analyze campaigns on a tactical level, or have you thought about it at a strategic level? How can you use AI to apply data and insights to provide personalization at scale?
Martech isn’t the silver bullet to suddenly mend the decades old marketing-sales alignment challenge – but it can drive accountability, consistency, and process.

Other information

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Resources and links discussed

Check out CRM Magazine (or subscribe) to stay up-to-date on industry news
B2Community is a great resource for contributed content
Download Brenda’s new eBook, An Introduction to Closed Loop Marketing for FREE!
Visit the Ariad Partners Blog and connect with Brenda on LinkedIn or on Twitter, @BSStoltz

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