Where to invest your marketing technology budget in 2021 - Web Insights
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    Where to invest your marketing technology budget in 2021

    November 19, 2020 | 4 minutes

    Brought to you by, Rachel Dettmer

    Towards the end of the business year, we would typically have a tangible insight to reflect on. We’d know what worked, what didn’t, and most importantly, we’d have a clear idea of how to surpass our marketing results the following year. After what has been a year like no other, it can be challenging to know whether we’re making the right decisions — especially when a budget is involved. So, the question marketers need to ask themselves is: where should I  invest my marketing technology budget in 2021? 

    What does 2021 hold for marketing technology?

    “We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people.” – Pierre Omidyar, Founder Partner at Omidyar Network

    According to Forrester, while martech is predicted to see a 4% decline overall, marketing automation platforms will grow 3% and could ‘save martech’.
    Use this valuable insight to inform your technology purchasing decisions ahead of 2021. Consider how and where automation can add real value to your business, marketing strategy, and website. 

    If you’ve fallen victim to budget cuts this year or had to decrease your workforce size, recognize how automation could remove the need for manual intervention; reduce human error, and even eliminate repetitive or time-consuming tasks. If your business success has skyrocketed, and you’re looking to maintain, grow, or scale success, automation will enable you to do just that — utilize and segment intelligent data; deliver personalized experiences; transform the customer experience, and engage in real-time.

    Automation: invest in efficiency

    How efficiently is your business operating? According to research by IDC, as much as 30% of revenue is lost annually to inefficiency.That’s almost a third of your hard-earned business revenue every single year. The way we work has changed for good — and pivoting to whatever the ‘next normal’ commands will impact our ability to be efficient if we’re not prepared. From lower operational costs and faster ROI to more accurate data-driven business decisions and better integration capabilities, automation technology empowers you to maximize business efficiency — and reap a multitude of rewards. According to Instapage, automation boosts sales productivity by 14.5%, an 18% reduction in the sales cycle, and a 14% reduction in sales administration time — and that’s just the beginning. Consider how automating crucial processes could reduce your Cost Per Lead (CPL), Customer Acquisition Cost (CAC), and the time taken to scrutinize business data.

    To discover more about increasing efficiency with website visitor automation, read all about the power of automation and integration for B2B Enterprise organizations, brought to you by our website automation expert.

    Manage the relationship with your website visitors

    “Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer, Founder of Kindred

    Customer excellence is in high-demand — and in turn, you should invest in solutions that enable you to deliver an extraordinary customer experience, a consistently seamless customer journey, and exceptional customer communications.

    But, before you can develop unbeatable client relationships and foster customer loyalty, you must first convert your website visitors into customers. The need for relationship management and conversational marketing, then, begins long before customers are acquired. Instead, it begins at the first website visit. 

    That’s where website visitor automation comes in; empowering marketers to connect with visitors while they’re still exploring their website. The technology automatically identifies the visitors exploring your website. Through intelligent automation, it instantly routes that data intel to the most relevant member of your team for instant conversation, or into your CRM as a new lead for appropriate nurture. This way, visitors at every stage of the buyer journey get the experience they deserve and demand, whether they’re a brand-new opportunity, a lead in-play, or an existing customer. For Enterprise teams with high traffic, this is a critical solution. Increased conversions, instant website engagement, seamless integration with your existing marketing automation and CRM software; there’s no need for manual intervention.

    Ahead of 2021, invest in website visitor relationship management — and embrace intelligent website visitor automation to help you do so. Web Insights cuts out the noise to deliver insight to B2B organizations, precisely where and when it’s required. Our high-end software solution is a world-class business growth enabler, assisting brands to become more efficient and effective, capitalizing on every website opportunity in real-time. The technology instantly recognizes website visitors and automatically routes them to the relevant person within your business through powerful integration into your CRM instance or martech stack — the ultimate solution for marketers looking to optimize lead generation, embrace automation, and do so without disrupting busy, high-performing Enterprise teams. Automated, intelligent lead generation, immediate website visitor insight, and seamless integration — every time.

    Meet the author

    Rachel Dettmer

    Content Marketing Manager

    Rachel has over seven years of corporate and award-winning agency experience in marketing and content creation across multiple sectors.