Marketing automation platforms (MAPs) save time by automating campaign processes. They are also a centralized place where different teams work together to forge cross-functional alignment.
Here are three areas where this is occurring.
Brand consistency
Marketing automation platforms are sometimes the place where brand consistency is enforced.
Tools like Perkuto’s Jeto add-on allow marketers to make use of automation platforms (in Jeto’s case, Marketo) without adding off-brand elements to the campaign. These sorts of tools allow more team members to collaborate while keeping vital brand safety and privacy compliance issues centralized.
“[Tools like Jeto] allow distributed teams to launch consistent brand-centric campaigns, but with dramatic reductions in speed-to-market, from two weeks for an email campaign to 1 or two days, in lots of cases,” said Milton Hwang, principal for consultancy Mission MarTech LLC, at The MarTech Conference.
Analytics
Analytics is accessible to an increasing variety of team members through the most recent analytics dashboards.
“The digitization of dashboards with tools like Google Data Studio and any variety of analytics platforms which might be either embedded into core MAPs, or add-ons, has really driven the necessity for all of us to be aligned on metrics,” said Hwang.
Organizations must do greater than just open up the dashboards to everybody across teams. Stakeholders need to fulfill and agree on the core metrics to investigate and avoid “vanity metrics.”
Dig deeper: 3 ways B2B marketers can use generative AI
“[Businesses should be] actively questioning the metrics, so that you’re maximizing the worth,” said Hwang.
(*3*)Generative AI content creation
Generative AI has the potential to significantly increase the size of content production. As a result, there might be less emphasis on how individuals make unique pieces of content. More teamwork might be needed to deploy genAI technology to automate the production of related content series.
“[GenAI] goes to drive much more alignment between the content and inventive teams where the prior silos, when it comes to content readiness, are going to begin breaking down further,” said Hwang.
He added, “Each contributed piece of content goes to be modeled and used to coach and feed the subsequent round of content from the team.”
Style guides and teams working together to construct a consistent brand voice might be much more crucial on this context.
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