26. June 2024

The correct use of MarTech and AI tools as the key to successful, data-driven marketing strategies

26. June 2024

evernine editorial team

Today, MarTech and AI tools can do far more than just provide operational support in marketing. They should themselves determine the strategic direction of all communication activities of companies, especially SMEs! This requires the right data basis and the precise use of the right tools. Find out how specialised agencies such as Evernine can help you to use these technologies effectively and thus achieve sustainable growth.

Imagine you could simply submit a request to a tool and receive a customised campaign for your target group - including suitable call-to-actions (CTAs) and all relevant content. The results and KPIs are clearly available to you on a dashboard.

What sounds like a vision of the future will soon become reality thanks to increasingly accessible AI-supported solutions for automating and improving marketing activities. This technology is no longer science fiction, not even for SMEs. Even small and medium-sized companies can benefit from the advantages and efficiency previously reserved for large corporations. At a time when global challenges are affecting demand and business success, AI is the solution.

 Challenges and solutions in the use of AI

Nevertheless, the path to implementing AI-supported tools is not without its hurdles. Companies have to select the right MarTech and AI tools from over 15,000, prepare their data for the use of AI, establish appropriate processes and transform their corporate culture through successful change management. Medium-sized companies in particular shy away from this complex task.

Evernine supports companies in the cultural change required to successfully develop and implement data-based marketing strategies. Image source: Unsplash / Scott Graham.

They rely on specialised agencies such as Evernine for implementation, which offer valuable support with their comprehensive expertise and in-depth knowledge of MarTech and AI. We combine strategic and operational expertise with best practices and years of experience in implementing modern MarTech solutions. This is because many companies are already reaching their limits with their current tools such as Hubspot, Brevo or Salesforce and are not fully utilising their potential.

 Data-driven marketing strategies as a goal

A common problem is that management often sets the marketing strategy without considering the available data. This top-down approach means that MarTech solutions are only used to implement marketing strategies instead of influencing these strategies themselves. In addition, MarTech channels are usually only integrated at the end of the strategy planning process, which leads to inefficient utilisation.

Radical change is needed to overcome these challenges: MarTech and the underlying data must form the starting point for marketing strategies. This requires a comprehensive culture change that creates a fundamental understanding of data. Specialised agencies initiate this change and support companies in its implementation.

By working with Evernine, companies can then effectively implement the necessary changes and ensure that new technologies and data are utilised optimally. For example, a comprehensive analysis of existing data and the use of external sources to increase data quality are crucial for the creation of meaningful customer profiles and successful campaigns.

 Successful implementation of a digital marketing strategy in the IT environment

Evernine implemented a fundamental digital marketing strategy based on Hubspot for the IT company synaforce. Image source: Evernine.

One example of a successful Evernine approach is the medium-sized IT company synaforce. Although innovative MarTech tools were used, the leads generated were inadequate and unusable for successful sales activities. The company turned to Evernine for the right support. The first step was to create a new website based on Hubspot as a central platform for lead generation. The previous marketing data was integrated into the CRM, cleansed and enriched with external information to create a sound basis for targeted campaigns.

With this fundamentally new strategy and the effective use of Hubspot, synaforce can now boast impressive growth. The quality of the leads generated has increased significantly, sales cycles have been shortened by 25 per cent and the conversion rate has risen by 30 per cent.

 The path to efficient use of MarTech and AI

‘The key to success in modern marketing lies in the intelligent use of MarTech and AI. These technologies enable companies to optimise their strategies in a data-driven way and grow sustainably. Close collaboration with specialised agencies such as Evernine, which also have the necessary AI expertise, ensures that the transformation is efficient and targeted,’ says Alexander Roth, CEO and co-founder of Evernine.

By working closely with specialised agencies and making consistent use of data and MarTech tools, companies can optimise their marketing strategies and achieve sustainable growth. We are happy to support you in this endeavour. Contact Evernine straight away for more information!

Source cover image: pixabay / PhotoMIX-Company

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