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How work management tools are connecting marketing teams and processes

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Work management tools have become an efficient way for marketers to complete tasks and collaborate with other people. Customizable work management systems give businesses of all sizes the ability to build out the right workflows to match their organization’s needs. And a robust ecosystem of app integrations enables marketers to make sure that work management includes important marketing functions and customer data.

As a result, marketers expect more from these systems and get rid of them if they don’t deliver. Work and project management tools were the fifth most replaced tool in the latest MarTech Replacement Survey. Roughly 17% of businesses in the survey replaced them this year, up from 15% in 2021. And this number climbed to 22% for midsized companies.

From project management to marketer-centric work management

Because marketers execute a wide range of projects that need to cover an increasing number of marketing channels, vendors are creating market-centric systems. Project management and work management tools geared to marketers include Acquia, Smartsheet, Aprimo and Wrike. Adobe’s 2020 acquisition of Workfront also addressed this growing need.

Monday.com joined this group when it launched Monday Marketer earlier this year.

“We noticed that a lot of our users were using Monday.com for marketing purposes such as project planning, strategic planning, SEO, rebranding campaigns and product launches,” said Galit Avior, a product manager for the company. “Much of the work came down to marketing-related efforts, so why not take that a step further and create an end-to-end system with a nice bow on it?”

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Frequently, marketers will first adopt a project management tool for a specific function, a product launch, for instance, or to help manage the creation of content for social media campaigns.

But as soon as that task is completed, it leads to another step, like distributing content on social media and executing the campaign. After that, the team wants to measure and analyze the results. And the campaign metrics and customer data resulting from the campaign are then used to inform the next campaign, and so on.

Therefore, the cyclical nature of marketing work lends itself to an end-to-end work management tool that includes all these functions, and that can adapt and grow to include new tools as an organization’s stack expands.

Integrating DAM, CRM, events and other tools into work management

The company understood that a marketer-focused product would help their customers meet a lot of challenges. “The whole goal is to bridge silos between marketing and creative people throughout the entire company,” said Avior.

Read next: How marketers are leveraging digital channels during the Super Bowl

Monday Marketer allows creatives to post and track new content assets, while also streamlining requests and approvals. These are typical project management capabilities. However, it can also connect to a DAM containing previously used assets. This makes it easier to find and use content for ads and messaging through campaign tools, including email campaigns.

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The company found marketers were also using the general Monday.com OS for events planning. So, the new product lets marketers use assets for promoting events and managing registrations. It also adds registrants to the system’s CRM function.

The campaign tracking tool allows executives and managers to have a high-level view of performance. Having all the workflow in a single place also allows team leaders to identity bottlenecks.

Integrating apps and CDPs into marketing work management

When Monday.com interviewed customers, they discovered that businesses were using five to eight tools to manage marketing functions, in addition to external ad campaign platforms.

Digital experience company Acquia recently launched an integration between their CDP and workflow automation platform Workato. 

“The CDP informs how experiences are executed over time,” said Alex Dal Canto, senior director of product marketing at Acquia. “Marketers can work quickly to create customer experiences and test the new experience.”

There are over 300 tools connected to the Acquia CDP integration with Workato ranging from platform-specific social media campaign tools, marketing automation platforms like Adobe and Salesforce, email service providers and lookalike modeling tools, according to Dal Canto.

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The expanding capabilities of work management tools is a big help for marketers. They help increase communication and efficiency for organizations of all sizes.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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