Technology at the top of the funnel has skyrocketed over the past eight years, says Jeremy Bloom of Integrate. Here he explains the benefits of integrating with Akkroo’s martech following its acquisition
In 2011, when Chief MarTech published the first version of the now-famous martech landscape, there were only 150 marketing technology solutions. Today, there are over seven thousand.
In 2019, B2B marketers’ tech stacks are more complex than ever before, with each platform operating independently of the others. Marketing activities like capturing, nurturing and managing leads have never been more disconnected, ultimately leading to a lack of holistic data and accurate reporting.
In a recent Marketing Profs report, 40% of senior marketers said an absence of unified data prevents their organisations from effectively using marketing technology. With thousands of solutions available, many marketers are experiencing multi-system chaos that results in a lack of cohesion at the top of funnel.
At Integrate and Akkroo, we’ve chosen to integrate our MarTech stacks to unify and streamline marketing activities. Here are the benefits we’re experiencing:
Capturing lead data efficiently and effectively
Marketers rely on a variety of channels and tactics for capturing leads including digital advertising, content marketing, website forms and in-person events. Often, marketing and sales professionals manage lead capture activities using multiple spreadsheets of data segmented by channel. And field marketing is even more disconnected: Exhibitor Online found that collecting business cards is still the most popular lead collection method at events, where paper forms and rented badge scanners are also common.
The disconnect between different lead generation channels has major consequences as this recent Hubspot report demonstrates: 27% of sales professionals devote one hour or more every day on manual data entry.
Poor data governance and outdated, fragmented lead capture processes create a variety of other challenges:
- Inconsistent, poor-quality data going into your systems.
- Wasted resources nurturing bad leads.
- Wasted time and money on manual data entry from paper forms and Excel spreadsheets.
- Risk of compliance violations and costly fines.
- Difficulty prioritising lead follow-up based on signals of interest.
- No measurement of the impact of in-person events and other offline marketing initiatives.
- And worst of all, inability to scale revenue.
Today, forward-thinking marketers are unifying their marketing systems, with all their leads automatically going into one central platform, ready for appropriate routing and follow up.