Streamlining demand generation efforts across Marketing and Sales is much easier thanks to MarTech. However, the tech stacks that marketers use to manage demand generation may introduce additional complexities. Attribution becomes a challenge when multiple tech solutions are involved and need to talk to each other.
The solutions in your tech stack should help reach your goals. Marketers must be thoughtful about what solutions are a part of their tech stack, if they provide ROI, and whether they are the most effective tool for the task at hand. That’s not to say that all Marketers need to consolidate their tech stacks, but rather that they should evaluate tech with a careful lens for the value they provide and how they fit into achieving overall demand generation goals.
Putting Trends Into Action
The key areas of the 2023 B2B Technology Demand Generation Trends Report highlighted:
- Continued investment in lead generation;
- Prioritization of lead quality and program ROI;
- Challenges with lead quality and qualification;
- Misalignment in demand generation strategy creation; and
- Bulky tech stacks contributing to misalignment.
To put these insights into action, Marketers can start by aligning their goals and campaign expectations. Your demand generation programs should be set up to meet your goals so that you’re receiving the types of leads and insights you need. This sets both Marketing and Sales teams up for successful strategy implementation.
Watch our Demand Generation Trends Webinar on-demand to see how two B2B Tech marketing professionals react to these findings.