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10 myths marketing technology vendors want you to believe

James A. Martin | April 1, 2016
Real Story Group analyst Theresa Regli busts the most common myths marketing technology vendors tell customers and prospects, and other martech experts share insight on how marketing pros can navigate the dynamic digital landscape.

Martech myth No. 7: Other marketers love these tools

Martech vendors may offer you one or two case studies of customers who use and gleefully endorse their products. The reality is, however, overall customer satisfaction with martech software is only about 5.8 on a scale of 1 (not satisfied) to 10 (very satisfied), according to Real Story Group research.

To help improve martech software satisfaction, "try to sit on the vendor's customer advisory board," Regli said, because such boards often drive the future course of improvements, enhancements and new features.

Martech myth No. 8: One vendor can serve as the marketing data warehouse

Martech merchants sometimes suggest that customers or prospects store all marketing data in their systems as a way to simplify, according Regli. However, she recommends decoupling data from content and customer engagement management systems and not signing over all data to one vendor. Instead, marketing pros should opt for a universal "enterprise data foundation that can be used by different engagement systems," such as social engagement, and Web content and customer experience management systems, Regli said, "because different systems will need to use data in different ways."

Martech myth No. 9: One vendor can provide the DAM system

Some marketing automation vendors want customers to put all product images and other digital media assets into their systems, to consolidate and simplify. But content production and marketing content are still different market segments, according to Regli. Digital asset management (DAM) systems do many things that marketing automation tools don't, such as render and transform assets; embed metadata in files; manage asset lifecycles; and let users edit media on the fly, she said. Letting customer engagement systems pull content from DAM systems is a better strategy, according to Regli.

Martech myth No. 10: Martech tools understand sentiment

Sentiment analysis, including the interpretation of tweets, Facebook posts and other social media updates to be positive, negative, or neutral, is still difficult for machines, according to Regli. For example, Real Story Group posted a negative tweet about Microsoft SharePoint, but one martech tool's interpreted the tweet to be negative against Real Story Group and not SharePoint, she said. 

Marketers should not trust sentiment analysis tools because they don't currently "understand the nuances of human emotion," according to Regli. "There's still a lot that needs to happen for sentiment analysis to be reliably accurate."

Agile marketing helps adopt new martech tools

Regardless of what martech vendors say or don't say during the sales cycle, modern marketing organizations must learn to be agile if they want to take full advantage of the tools they buy. 

Agile marketing is a practice modeled on agile software development, with the goal of improving the speed and adaptability of an enterprise's marketing function. "Digital is a huge part of marketing today, and it demands agile measurement and management," said Shubu Mitra, director of connection planning effectiveness and productivity for Coca Cola, in another MarTech conference session.


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