Marketing tech in professional services isn’t a 'one size fits all'
The sheer number of marketing technology solutions is proving especially challenging for marketing leaders in the professional services sectors – how can they choose the technology that is best suited to the challenges and uniqueness of their industry?
Speaking to consultancy.uk Scott Wallingford, Vice President at LexisNexis, relates what differentiates leading marketing technology solutions from the rest.
The technologies that will deliver the most value to business development efforts are those that provide the rich data-driven insights to help create targeted growth strategies and improve client engagement and business decision making. Nevertheless, a recent survey of marketing and business development leaders showed that only 9% of firms are using analytics to track business opportunities over their lifecycle. And only 40% of firms with a client relationship capability are using that data to create targeted business development strategies.
Wallingford argues that firms need to establish a data-driven culture within their organisations, starting with establishing processes and expectations about data management.