There’s never been more technology available to marketers to help them do their job. When a problem emerges for a marketing team, all too often the answer is to invest more in technology.
What is missed in all this though, is asking the right questions around what you are trying to solve and what are your objectives. Often, technology won’t solve this issue and can make things worse. If you can’t easily determine how this new technology will help you achieve those goals, then it’s probably not the right time to invest.
Additionally, when you add a new technology to your “tech stack” it also means that resources (ie human hours) have to go into setting it up correctly, connecting it with your existing ecosystem and then ultimately using it on a regular basis. That means that something else in their day to day needs to be alleviated or at least removed to make room for this new tool.
Lastly, you have to make sure that the new technology works withing your current set up. If it doesn’t sync with your Salesforce/CRM, Marketo/marketing automation, or involves you pulling together data from multiple sources, it might not be worth it at this time.
As a marketer, having more tools and technology at your disposal always seems like a great idea, but in practice it’s a bit more complicated.