Meeting the demand for data-driven marketing

Data-driven marketing is a term you're likely to have heard a lot recently. In practice, this means using in-depth analytics to help guide strategy. Done right, this can predict demand, find relevant audiences and deliver better personalisation by enabling improved decision-making.

However, managing this data will be a real challenge for many businesses. As a result, any tools that can help organise and handle data - from acquisition and cleansing through to large-scale analytics - should be top of the list for investment. Adopting the right software tools can help with everything from PPC planning to search engine optimisation and email marketing.

What can automation offer?

Automation tools are another key area of MarTech that will help define the best-performing brands in 2024 and beyond. These will often go hand-in-hand with AI to help reduce the amount of manual intervention required to adjust campaigns, reach out to the right audiences and cut down on tedious, repetitive tasks.

Marketing automation platforms (MAPs) help save time and money, allowing resource-poor B2B marketers to focus their energy elsewhere. In the last couple of years, the capabilities of these tools have expanded greatly, allowing marketing professionals to do much more with much less.

Tools to tackle privacy demands

Another key trend that B2B marketers will have to react to is a growing focus on privacy. This comes in a number of forms, from tougher regulations on how data may be used to the prospect of a cookieless future making it difficult to track and retarget users. This can mean it is much harder for professionals to share information and deliver personalised messaging.

However, there are solutions available to help with this. Tools such as consent management platforms, Google's Consent Mode and server-side tagging can all help maintain compliance and provide effective results while respecting user privacy.

Integrating tech throughout the department

Regardless of which MarTech tools B2B firms turn to in order to meet these challenges, they will have to work seamlessly together - and this is no easy task. Therefore, a top priority for any leader will be to ensure their chosen solutions can integrate effectively across the marketing IT stack.

This will include CRMs, SEO tools, email marketing services, ad planning solutions and many more. The use of services such as APIs to create bridges between these solutions plays a vital role in making it easy to exchange information, track the customer journey and deliver the seamless omnichannel experience that users today expect.