Introducing martech: four great all-round platforms

Introducing martech: four great all-round platforms

October 20, 2016


October 20, 2016


Introducing martech: four great all-round platforms


Tony Hallett
Managing director

Tony set up Collective Content in 2011 so brands can more easily become publishers and tell stories. This built on 15 years in media, from reporter to publishing director at Silicon Media Group, CNET Networks and CBS Interactive.


In the first article looking into the technology that drives modern marketing, we examined the basic principles behind martech. And how brands could take the first steps using the tools available.

There is a wide range of marketing technology available, which can make it tough to know where to begin. Below are four great platforms that provide a plethora of different services.

Marketo provides a wide range of tools, including machine learning and predictive analytics, that automatically puts the most relevant content in front of each customer.

You can identify your best performing content, automate campaigns and measure performance across channels. Emails can be triggered in real-time based on customer behaviour and performance data ensures you focus only on revenue-generating activities.

HubSpot provides a blogging platform with in-built search engine optimisation and ‘as-you-type’ advice on improving content for search rankings. It also lets you uncover a customer’s entire history with your company.

Built-in prioritisation allows you to focus on social media users that engage most with your business. Marketing and sales teams alike can benefit from HubSpot’s contact database, which provides a timeline of every interaction between a user and your company.
Bizible is a B2B solution that provides transparency on how your leads are moving through the marketing funnel, both online and offline.

This information shows you how consumers become customers and which campaigns are the most effective at generating a return on investment. It uncovers which clients are the most engaged and those that need more nurturing.

Salesforce is a CRM platform that lets companies manage relationships and interactions with any individual. Its customisable dashboard centralises streams of data from sales teams, marketers, customer service staff and social media networks and helps brands turn it into useful business information.

You can include information from customers’ social media activity, such as their likes and dislikes, and use it to focus sales and marketing activity.

Next time, we’ll look at how powerful automation tools can take some of the work out of your hands altogether.

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