The Role of Tech on Account-Based Marketing

The marketing teams are transitioning to a more revenue-focused approach, instead of being a beautiful and creative sandbox. Each content is created to bring more cash to the company and ever action goes for and towards the strategy. A new division has emerged in the past couple of years, and it’s called the account based marketing, whose main goal is to get the best value out of the marketing team and inspire customers with compelling content.

Wether you are aware or not, this change is a reality.

A fundamental characteristic of those teams is the reliability on technology and how it can deliver better results and reach more people. I work as the tech guy in the account-based marketing squad, and here’s what I’ve learned so far:

1. SEO will do most of the job

Either your company is a major player or a small start-up in the market, it’s pretty much likely that digital presence is still a concern in the marketing department. The problems range from page-ranking to brand reachability. But they’re there. And the more time you spend on adjusting your company’s SEO, the fewer problems you’ll have in “magically” getting your digital results tuned.

Here’s a tool I find particularly magical:

Google Search Console

Google Search Console

GSC is basically a dashboard where you can see how your SEO performs, not only in a broad perspective, but also in a more accurate way: see the words and page-rank positions, index/show/hide pages on Google Search and get the best insights from the Google Crawlers.

There’s not better way of getting your thing done than having a direct help from Google itself. It’s all there. [And it’s free]

2. The technology must be simple enough

As a Computer Engineer, my background and mind-set rely mostly on numbers, analysis and programming languages — and that’s quite straightforward to me. Yes, to me.

The other members of the team come from marketing, design and publishing backgrounds and they won’t be able to quickly adjust to the “core” parts of the technology if there’s no friendly interface or if they’re not simple enough. And that’s also part of my job — guarantee that the technology we use is simple enough.

There are a few hacks for that:

  • Use “facilitator softwares” to work as an interface. While working with React will do the job for me, we use Wordpress to host the website and the blog — the team can edit, change and do the tricks without relying on the code. Points for time-saving and independence.
  • Build templates. Everyday tasks can cost a lot of time and the account-based marketing demands are changing all the time [it’s quite hectic, I would say]. If you stop for one week every time a new “code task” comes, you’ll have infinite work. Wordpress plugins, E-mail/Newsletter Layouts and organizing your code files in “sections per function” can be a good start. Points for time-saving and reusability.
  • Learn the team language. Just like a new programming language, the tech guy has to learn the language the marketing team speaks: from inbound marketing to post-sale, there is a huge amount of terms, common-places and techniques they’ll use. And you don’t have a 24/7 translator (Google Translate won’t do it for you). If you all speak the same language, the tech guy will deliver better and more accurate material to the group. Points for team-work.

3. Some solutions are in-house. Some are not

In-house solutions attend our most intrinsic problems — they’re designed, developed and used by us. And such “personalization” is always welcome and supported. But there’s a trade-off: it takes [a lot of] time.

We are not afraid of either searching for the best “third-part” solution - that we can afford [of course]- or developing our own solution if none is found.

For instance, our automated mailing system is set up in a Brazilian start-up software, which is good because 1 — we have an open communication channel if there’s a problem / suggestion, and 2 — it’s cheaper than the standard mailing softwares in the American market. Maybe our own system would be more like us and would overcome some limitations. But the amount of time we have saved in the process makes it totally worth it.

Developing components that complement the third-part systems is faster (and cheaper) than developing the whole system that solves all the problems.

Hack: and don’t be afraid to try out different solutions.

4. The marketing team cannot seclude itself from the company

I would say that 80% of the company I work are developers. They make, breathe and eat softwares. But the marketing team is responsible for building a strategy to sell what those guys are making. The interactions between those two forces must happen.

So the last and not less important learning is: be the guy that stands for and between the two sides. I build a small table where one can see the tasks both sides are doing.

When a person in the marketing team reports something is wrong (for example, the website is down!), it gets very clear now how connected both teams are. The communication must be fluid and fast. And also the other way around. And this symbiosis is key to revenue generation, consistency and product/sales alignment.

This is a little of what I have learned in a role of technology in the marketing department that cares about revenue, perfomance and growth generation.

Feel free to share your experience with me and ask questions. ;)