Are you making the right Martech investments in B2B to optimize for agile methods?

Even before the pandemic, marketers expended a wave of data and analytics. The pandemic, therefore, accelerated the technology’s adoption through its shift to digital reach.

Despite the commercialization of budget cuts, CMOs were still throwing money at martech.

Martech’s spending wasn’t the only accelerating trend in 2020 and 2021: More marketers than ever before have embraced Agile methods and crossed the 50% barrier for the first time.

Like martech, which helps B2B marketing teams manage their digital reach, agile marketing, with an emphasis on sprints, is perfect for the B2B business environment.

But if you’ve focused on maximizing the return on your martech B2B investments and ensuring that Agile techniques pay off in directions and revenues, you need a strategy to integrate the data from your point solutions and bring marketing and sales together. Alignment with a single source of truth. You also need measurement tools that provide real-time results.

Build an Agile Martech B2B Stack

The convergence of the two trends – the adoption of agile methodology and the expansion of the martech stack – is creating a renewed urgency to focus measurement on B2B marketing.

The Agile concept is based on regular measurements so teams can correct their trajectory during sprints when they need to improve their performance. In B2B, measurement cannot wait until the end of a sales cycle because Agile sprints are relatively short and B2B sales cycles tend to be longer. Therefore, metrics need to be able to generate data to measure progress through the sales cycle.

This can be a challenge for B2B marketing teams that use dozens of point solutions. Martech tools generate statistics from relevant marketing data such as open and click-through rates. But this information isn’t particularly relevant to sales, and because Agile B2B teams are cross-functional and often involve sales activities, B2B marketers need more compelling data.

This is where a single source of truth emerges and, in B2B companies, the CRM system makes the most sense.

Use CRM as your central data store to build a flexible marketing stack. It’s already on your stack and can handle large data sets.

To link marketing campaigns to prompts and revenue, you can push data from marketing automation solutions and prompt generation to CRM using a native CRM measurement system. The best approach is to measure tips in the sales funnel and use attribution models to account for revenue.

The Measurement Sprint

B2B marketers using agile methods need to understand how to measure results when the sales cycle duration exceeds the marketing velocity duration, such as a short, targeted campaign of several weeks versus a sales cycle of months.

A CRM-savvy marketing measurement tool stack (as described above) solves the problem for you, tracks prompt progress through the funnel, and returns data in real-time. But its worth doing a simultaneous sprint that focuses exclusively on measurement.

At a meet sprint, cross-functional teams (including marketing activities, sales activities, demand generation, sales development, etc.) can record campaign data, review, and take necessary steps to ensure campaigns meet their objectives.

This is what this sprint looks like in a series of steps:

  • Hold short, regular meetings (along with campaign impression rates) to review performance, funnel metrics, attribution data, and uncover outliers for further investigation.
  • Assess progress against project objectives and determine the performance status of the campaign, that is, whether or not it exceeds project KPIs.
  • Allow marketers to analyze the lead volume, speed, and conversion rates and measure lead quality.
  • Close each meeting by resolving questions and assigning actions to issues that could not be resolved during the meeting.

The sprint measurement process is repeated at predetermined intervals throughout the duration of the agile sprint.

Defend a single source of truth

If you’re looking to make big investments in martech B2B by focusing more on agile methods, it’s crucial to provide a single source of true data for maximum success, whether you’re using a simplified martech stack or one with dozens of point solutions that produce large amounts of data.

If you store all the data from your martech stack in CRM, you can confidently measure the impact of the campaign. You collect meaningful metrics for your sales team, and you and your cross-functional teammates can make better decisions about campaign iterations and investments.

So keep Agile in mind when considering investing in B2B Martech. We are still evaluating the long-term effects of the pandemic on business operations, but it is clear that the degree of digital prioritization is here to stay.

If you can add personal opportunities, that data must also be integrated, and CRM is a great place to collect it along with digital data.

Using the right metrics and establishing a single source of truth, you can maximize your martech B2B return on investment.