For B2B, effective marketing is deeply intertwined with technology. To be seen and heard by the right potential customers takes on-point messaging and the right tech tools to help seal the deal.
However, with so many technology platforms, social networks, and apps to choose from, how do you know what tech is worth the time, effort, and cost? More importantly, what should you be looking for when investing in a martech stack (the unique mix of technology to help leverage, improve, and simplify marketing efforts)?
First and foremost, start with one unifying place for content development and management, like Kapost. Operating systems like this ensure that core information on buyer personas and marketing campaigns, specific project requirements, and key timeline data are all easily accessible to anyone within the organization through a centralized database. This serves as the foundation for everything marketing related and keeps teams organized and on task.
Currently, “87% of marketers believe martech is improving marketing performance at their companies.” In addition, “50 to 65% of marketing executives anticipate spending more on marketing technology in the coming year.”
These stats are just a fancy way of pointing out that crafting a unique martech stack is an essential part marketing efforts.
Want some guidance? Read on…
Maximize Marketing Potential with the Powerful Punch of Your Martech Stack
The ideal combination of martech tools for your brand should include a mix of marketing essentials, such as blogs, social media management, content asset management, SEO, analytics, etc. And don’t forget tools that make content sharing and development easier among teams.
There are lots of martech tools to choose from, but here are the top 10 that integrate with Kapost to help your B2B get organized, market, and thrive:
1. Google Docs
To work effectively as an organization and among teams, it helps to use a cloud-based office suite that operates on and offline, and that allows open creating and sharing of documents.
Google Docs is an office suite of content development tools common with businesses because it allows for easy and seamless co-creating. To make document development and sharing even easier, users can publish a file directly from Kapost into Google Docs, and vice versa. Saving time, staying organized, and improved collaboration makes this martech tool a must.
2. & 3. Marketo and Eloqua
Marketing runs on content, and Marketo helps track and manage content development (including dynamic content) for the two key lead generators for B2B marketing: email marketing and landing pages. It also offers content scoring, allowing you to monitor how many leads and opportunities specific content generates.
Getting the inside scoop from Marketo helps you build and sustain customer relationships in the long-term.
And, we’re not going to necessarily take sides here, so if your team prefers the Eloqua platform for marketing automation, you can use that as well. Publish the marketing collateral and assets being promoted by Eloqua emails and landing pages to Eloqua directly from Kapost.
A blog is an excellent tool and a marketing-must for B2B organizations to share knowledge, insights, and engage with potential customers. WordPress is a content management system that seamlessly integrates with Kapost, and it is used worldwide by millions of businesses.
Kapost users can publish web pages, blogs, and HTML content directly into the WordPress platform, as well as manage day-to-day blog needs. In addition, it’s easy to preview content before publishing in WordPress. Users can publish marketing collateral and assets of any file type from Kapost to zazz up a blog post or landing page.
Social media is one of the most important tools for building awareness and relationships for a B2B. Hootsuite enables teams to work collaboratively to read, manage, and schedule social content and marketing campaigns for all the major social media channels, including Twitter, Facebook, LinkedIn, Google+, and YouTube.
This martech tool also allows users to access a Kapost content catalog for content ideas. Users can pull them from Hootsuite and seamlessly add them to Kapost. This extra feature saves time and provides inspiration for social media content.
Sales enablement is an essential piece of any B2B content strategy, allowing you to empower your sales team with the type of content that speaks to buyer pain points and accelerates deal velocity.
Using this integration with Kapost, you can publish directly to your SFDC instance from any type of file, including rich metadata on personas, buying stages, industry verticals, and more. Accordingly, your sales team has up-to-date, relevant content to share with buyers—that you can measure against.
There is no doubt that video content is a valuable marketing tool for brands, but managing the video content lifecycle can be a bit daunting.
With Vidyard, Kapost users can manage the deployment of the content within the platform, including tracking leads and social analytics. It’s also easy to customize your the video by adding email gates and calls to action. How’s that for a quick, convenient boost to marketing strategy?
It is undeniable that community engagement is an essential part of marketing. The Lithium martech tool helps B2B grow their customer base directly through discussion boards, Q&A’s, a crowdsourced knowledge base, and more.
Kapost users can publish any blog, social media, or HTML content directly into the Lithium platform to build and engage customer communities, drive sales, grow brand advocacy, implement user-driven innovation improvements, or tag and organize posts and queries from social media.
Slideshare is a slide presentation platform that allows users to show off their stuff as subject matter experts and share content directly with the people who want it. It’s world’s largest community for sharing presentations—and it’s run by LinkedIn, the tried and true social network for B2B and market influencers.
Kapost users can upload content directly to Slideshare and see how education and SME influence can extend a brand’s presence in new ways.
So many B2B create PDFs for download as part of the buyer’s journey, but often have no idea how it’s performing unless it drives a direct lead. Not anymore!
Kapost users can publish documents directly into UberFlip. There, it’s easy to track engagement analytics to see what parts of content are resonating with customers, and what content along the buyer’s journey needs to be shifted to increase engagement and conversions. Users can also create content targeted for a certain buyer persona or prospect.