How to unlock marketing’s creative side for martech success

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B2B marketers think of marketing technology (martech) as a necessary evil. Understandable. Most marketers got into the profession because of the ability to create, connect and communicate. Not many want to deal with tools, integrations and bits and bytes all day.

According to a recently released research report by the MarTech Council, the number one reason marketers avoid martech is that it’s NOT fun. They prefer to work on the creative side of things: programs, campaigns and so on. Yet they admit that martech is essential for success in today’s customer-focused, data-driven world. We have a major disconnect.

We know that, done well, marketing technology provides incredibly powerful capabilities that can increase business impact by:

  • arming marketers to better engage and serve our customers with unique experiences.
  • guiding us on where to invest precious marketing spend.
  • automating mundane, time-sucking tasks that take away from creative work.
  • getting us a seat at the executive table by equipping us with intelligence and ROI data.

To truly maximize martech’s business impact, we need to make it more fun. Here are ways to increase martech adoption and impact by making it more accessible, creative, and even fun.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Scott Vaughan is CMO of Integrate, a marketing technology software provider automating top-of-funnel marketing for B2B marketers to enable demand marketing orchestration. Scott leads the company’s go-to-market and growth marketing strategy. He’s passionately focused on unlocking the potential of marketing, media, data and technology to drive business and customer value.


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