How important is your MarTech platform for Inbound Marketing?

By Hannah Stevens on August 13, 2020

Short answer: your MarTech platform is very important to your inbound marketing efforts.
Inbound marketing is about giving your target customers information that’s valuable enough for them to trade their contact information. As such, you need a MarTech stack that allows you to collect and analyse customer data, while making it easy for you to optimise the content you’re presenting over time – depending on its success.

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How does the right MarTech stack support your Inbound Marketing activity?

Landing pages:

Create custom landing pages to collect information and promote resources such as webinars, white papers, case studies, digital downloads and more. Your landing pages need to be conversion-focused, with minimal distractions on the page such as navigation – so page templates will more than likely be very different to your existing website page templates.

Emails:

Email is so important to your inbound marketing activity. Not only do you need to send blasts to your database, but also set up your automated emails to deliver your digital assets to the inboxes of your new leads. Having a MarTech platform that allows you to do both will cut down your campaign build time.

When it comes to reporting, you will also need to be collecting data on open rates, clicks, bounces, customer engagement and other information that will help you refine your email campaigns over time.

Calls to Action:

Every blog you write and email you send contains a CTA, telling the reader to contact you, sign up for a demo, register for a seminar, etc. You can measure the effectiveness of your CTAs using your MarTech platform, optimising their placement, appearance, and functionality.

Forms:

The forms you place on your website are your greatest source of accurate data. Your MarTech platform should let you create forms and then push the resulting data directly to your CRM while alerting the sales teams and qualifying your contacts through the inbound funnel.

Social Integration:

Creating a social media presence is a full-time job, but aspects can be streamlined. With the right platform, you can write social media posts in advance and queue them up so they can be posted in a naturalistic manner, while collecting detailed information on your interactions from a single dashboard.

Platforms like HubSpot even allow you to schedule your blog posts and push to social at the same time – relieving your team of double handling your content.

Blog:

Your blog is the beating heart of your inbound marketing efforts. Your inbound marketing platform should work with your blog, allowing you to create attractively designed blog posts in minutes. It should also allow you to optimise posts to contain the right keywords associated with your SEO strategy, images, and meta descriptions you’ll need to help make your blog rank more highly in searches.

Gated Content:

Many of your blog’s CTA’s will end up directing readers to gated content, such as white papers or digital downloads. To access the download, contact information is required. Depending on the value of the content and how far down the funnel your target customers are travelling, you should be able to choose what depth of information you’re asking from your prospects. For example, an eBook may only require name and email address, while a well-researched whitepaper or research might add company name, role title, company revenue etc.

Your MarTech platform should make this easy and repeatable while collecting granular information about site visitors.

Get the Most Out of Inbound Marketing with Triggerfish

Choosing the right MarTech platform is a challenge that even veteran marketers find daunting. Fortunately, Triggerfish offers a team of experts that can help.

With our experience creating and advising aligned marketing operations, we can help your company create and implement a MarTech platform that truly fits your needs. 

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