In her session, Sophie Bowkett of international law firm Bird & Bird explained how you can use martech to enable you to spend more time on thing your business really needs: being creative.
Running a quick poll during the session, it quickly became clear that a large portion of the audience didn't feel they had enough time to devote to quality creative thinking.
Admin, other people, stakeholder management, managing systems and processes were all cited as just some of the reasons for this.
Bird & Bird was no different, and so they set about to fix this problem.
In her session, Sophie built upon these themes, and showed how her firm was able to use martech solutions to help them spend more time on thinking creatively.
Kirsty Dawe's session presented some key tips for building your martech stack.
Although martech takes up a significant portion of the average overall marketing budget, more often than not, users are not using this technology to its full potential.
Kirsty mentions that she recently had participated in a podcast with Scott Brinker, and claimed: "His message to me was very clear. There are three things that every B2B marketer needs: a CRM; an ESP or MA platform; and an excellent CMS." If we get this right, Kirsty claims, this can act as a great springboard for the rest of the martech stack.
So, using this as the basis of your martech stack, what are just some of the other things that need to be taken into consideration?
1. If you've got this springboard in place, you then need to decide what's important specifically for your business. For instance, if you rely heavily on webinars, then focus on getting the best webinar technology available.
2. The first 45 days are critical.
3. Communication with the vendor is key.
4. The vendor should update stakeholders on key milestones.
5. Always have a back-up technology owner.
6. Every vendor should have measures for success (and make it easy for you to share them).