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

“We noticed that a lot of our users were using 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?”

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.

The company found marketers were also using the general 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 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.

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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6 martech contract gotchas you need to be aware of



6 martech contract gotchas you need to be aware of

Having worked at several organizations and dealt with many more vendors, I’ve seen my share of client-vendor relationships and their associated “gotchas.” 

Contracts are complex for a reason. That’s why martech practitioners are wise to lean on lawyers and buyers during the procurement process. They typically notice terms that could undoubtedly catch business stakeholders off guard.

Remember, all relationships end. It is important to look for thorny issues that can wreak havoc on future plans.

I’ve seen and heard of my share of contract gotchas. Here are some generalizations to look out for.

1. Data

So, you have a great data vendor. You use them to buy contacts and information as well as to enrich what data you’ve already got. 

When you decide to churn from the vendor, does your contract allow you to keep and use the data you’ve pulled into your CRM or other systems after the relationship ends? 

You had better check.


2. Funds

There are many reasons why you would want to give funds in advance to a vendor. Perhaps it pays for search ads or allows your representatives to send gifts to prospective and current customers. 

When you change vendors, will they return unused funds? That may not be a big deal for small sums of money. 

Further, while annoying, processing fees aren’t unheard of. But what happens when a lot of cash is left in the system? 

You had better make sure that you can get that back.

3. Service-level agreements (SLAs)

Your business is important, and your projects are a big deal. Yet, that doesn’t necessarily mean that you’ll get a prompt response to a question or action when something wrong happens. 

That’s where SLAs come in. 

It’s how your vendor tells you they will respond to questions and issues. A higher price point typically will get a client a better SLA that requires the vendor to respond and act more quickly — and more of the time to boot (i.e., 24/7 service vs. standard business hours). 

Make sure that an SLA meets your expectations. 


Further, remember that most of the time, you get what you pay for. So, if you want a better SLA, you may have to pay for it.

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4. Poaching

Clients and vendors alike are always looking for quality people to employ. Sometimes they find them on the other side of the client-vendor relationship. 

Are you OK with them poaching one of your team members? 


If not, this should be discussed and put into writing during the contract negotiation phase, a renewal, or at any time if it is that important.

 I have dealt with organizations that are against anti-poaching clauses to the point that a requirement to have one is a dealbreaker. Sometimes senior leadership or board members are adamant about an individual’s freedom to work where they please — even if one of their organization’s employees departs to work for a customer or vendor. 

5. Freebies

It is not unheard of for vendors to offer their customers freebies. Perhaps they offer a smaller line item to help justify a price increase during a renewal. 

Maybe the company is developing a new product and offers it in its nascent/immature/young stage to customers as a deal sweetener or a way to collect feedback and develop champions for it. 

Will that freemium offer carry over during the next renewal? Your account executive or customer success manager may say it will and even spell that out in an email. 

Then, time goes by. People on both sides of the relationship change or forget details. Company policies change. That said, the wording in a contract or master service agreement won’t change. 

Make sure the terms of freebies or other good deals are put into legally sound writing.

Read next: 24 questions to ask ABM vendors before signing the contract


6. Pricing factors

There are many ways vendors can price out their offerings. For instance, a data broker could charge by the contact engaged by a customer. But what exactly does that mean? 

If a customer buys a contact’s information, that makes sense as counting as one contact. 

What happens if the customer, later on, wants to enrich that contact with updated information? Does that count as a second contact credit used? 

Reasonable minds could justify the affirmative and negative to this question. So, evaluating a pricing factor or how it is measured upfront is vital to determine if that makes sense to your organization. 

Don’t let contract gotchas catch you off-guard 

The above are just a few examples of martech contract gotchas martech practitioners encounter. There is no universal way to address them. Each organization will want to address them differently. The key is to watch for them and work with your colleagues to determine what’s best in that specific situation. Just don’t get caught off-guard.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Steve Petersen is a marketing technology manager at Zuora. He spent nearly 8.5 years at Western Governors University, holding many martech related roles with the last being marketing technology manager. Prior to WGU, he worked as a strategist at the Washington, DC digital shop The Brick Factory, where he worked closely with trade associations, non-profits, major brands, and advocacy campaigns. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He’s also a Certified ScrumMaster. Petersen lives in the Salt Lake City, UT area.

Petersen represents his own views, not those of his current or former employers.

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