Marketing and technology: the best of both worlds. And if you’re looking for someone who knows how to squeeze every drop of marketing goodness out of technology and knows how to leverage technology to resonate with your target audience, you’ll want to be sure you’re asking them all the right questions. Here are a few of the most important questions you’ll want to ask in order to make sure you’re working with the very best:
How Will Your Proposed Technology/Strategy Help Us Reach Our Goals?
You need to know that your MarTech specialist understands the technology they’re promoting and how they intend to use it to help you achieve a better ROI. Does it work with your existing tech stack? How user-friendly is it? How well does it work with your existing systems? Is there anything it does that you can’t do currently (or can’t do without a ton of unnecessary effort?)
How Does This Technology/Strategy Help with Long-Term Goals?
It’s easy enough to talk about how technology and marketing will meet short term goals, but what about long-term use? Working with a MarTech specialist should not only work to grow your business but also take it to the next level. The technology has to be able to position itself as useful months and years into the future. In short, it has to be able to keep up with the ever-changing trends and shifts within your market.
How Does Your Suggested MarTech Stack Align with Our Business Strategy?
Once your MarTech specialist better understands your goals, strategy and struggles, they should be able to pinpoint precisely how their suggested proposal will help you achieve those goals and do so while still staying true to your existing business model and strategy. With the wealth of technology and marketing innovations out there, there’s no need to reinvent the wheel. It’s up to your MarTech specialist to understand how your funnel works, what existing technologies you’re using, and how their proposed strategies will help in all of those regards while staying true to the strategy you’re working with.
How Have You Used Existing Technology to Solve a New or Unprecedented Challenge?
This question will give you some insight into how your potential MarTech specialist’s mind works. Although their discipline seems like it would be one rooted strictly in algorithms, data and technical terminology, MarTech specialists are quite creative and this question gives your specialist an opportunity to shine. How might they use current technology to solve a problem? Ask them to tell you about one of their triumphs. You’ll be able to clearly see their innovation at work in this enlightening question.
How Would You Improve This Marketing Funnel?
This is where the rubber meets the road in terms of getting real, detailed solutions. Draw out your funnel and show what kind of leads you’re getting at each stage. Then ask your MarTech specialist how they might improve it. What initiatives would they take? What would they try? They may ask you some questions to clarify different structures but it will give you a good idea of their proposed changes or their approach.
What Other Questions Should I Ask?
This is by no means an exhaustive list of questions, and it’s likely that every MarTech expert will have their own preferred road to the desired destination. You can ask more specific questions, like how they balance implementing new technologies versus investing in the ones you already have, or which areas they have the most experience with — whether it’s implementing new processes from scratch, inheriting and improving existing technologies or just junking it all and starting over from scratch. Which ones do they prefer if given a choice and which ones are truly in their wheelhouse?
You can also ask about their teamwork approach. Sometimes marketing and technology departments lock horns and disagree, but the MarTech, as a blend of both, often has some unique insight about both areas that could alleviate more stubborn (or siloed) departments who insist on doing things their way.
You may even want to ask them when they consider is the best time to switch vendors — in other words, when do they feel the technology or service has outlived its usefulness? How can they be sure they’re getting the most out of whatever technology or service they’ve chosen?
At some point, there’s a point of diminishing returns, and although old tools might be useful and comfortable, if they’re not lending themselves well to the overall goal or strategy, it may be time to pack up and look elsewhere.
Looking to Work with a Reliable, On-Demand MarTech Specialist?
These are all great questions, but what if you’re in the unique situation where you want to see what a MarTech specialist can do for your company, but you’re not sure about the long term? That’s where Workdom comes in. As your on-demand marketing team, we take the time to carefully understand your needs, your current setup and your goals and budget. We then formulate a workable plan with great attention paid to ensuring that you maximize your return in investment.
The tools and resources we recommend are designed to integrate with your existing setup with little to no learning curve. As an independent MarTech company, we can look at your current tech stack and marketing initiatives with fresh eyes, discovering areas in your funnel that could be “leaky” and giving you the unbiased insight and direction you need to stay on track with your revenue projections and market saturation. We handle all of this with a keen eye on staying true to your brand and your voice and work hard to maintain cohesiveness across departments, so that everyone, not just the marketing and technology departments, benefits from our expertise.
If you’re ready to learn more about how Workdom can help you, send us a message today and tell us more about your marketing and technology goals. Let’s talk!