This article originally appeared on CoreyPadveen.com.
Marketers seem to fall into some pretty common traps when it comes to selecting marketing technologies to add to the arsenal.
I’ve written about the expansive market that exists in the world of marketing tech. There are thousands of tools out there (over 220 in the social media management space alone!) and it can often seem like an impossible task to select the right one for your objectives. That is due largely to the fact that some companies do a great job of selling form over substance and we simply eat it up. After all, a good salesperson will make just about anything appealing. But when it comes to selecting marketing technologies, there are some mistakes that are much more common, and costly, than others.
Among those mistakes are the two cited here. Now, I am by no stretch saying that these are the only missteps a marketer might make, and I am not saying that by being cognizant of these mistakes you’ll be able to remedy the errors of choosing the wrong tool, but your awareness and avoidance of these two issues will certainly help make the process simpler, and can certainly lead to greater results.
Tools that Don’t Play Nice
Like I said, a good salesperson will make the product they’ve been hired to sell look and sound like the perfect solution. While, on the surface, a tool might seem to solve an issue, one thing that marketers often forget is that for a product to really work, it’s going to need to do more than that. It needs to fit.
I can’t tell you how many times I’ve worked with products that are built to operate in a vacuum. In some cases, it can be even worse; a lot of products (particularly those that are part of a larger cloud) are designed (or, after an acquisition, redesigned) to work optimally with the cloud as a whole, and integrations with other technologies (or functionality that makes them much friendlier) are removed. Marketers need to look past the superficial capabilities and see how a product might work with other tools and processes that already exist.
Let’s think about this issue in the context of a business intelligence application.
Business intelligence dashboards can be very impressive. They become even more impressive as you are walked through a demo account and see the full range of capabilities that exist when the tool is used to its full potential. But what if you decide to invest in the dashboard only to find that it does not integrate fully with your CRM, or that it integrates, but there are breakages in the structure that lead to difficulties when trying to analyze your data (mechanically). Then, your workload actually increases as opposed to lightening as a result of your new tool.
Take some time and make sure that whatever you plan to add to your toolbox works well with everything else that you are currently using.
Investments are Not One-Dimensional
Another major mistake that marketers make when it comes to selecting marketing technologies has to do with the wonderful world of economics.
When it comes to price, there is a broad spectrum into which these tools fall. There is everything from a set of free applications to the kind of products that only the Fortune 100’s of the world can afford. But we’re not talking about a financial investment in this case – we’re talking about investments of your time. Marketers need to think about the human capital investment that needs to be made in order to capitalize on the use of a product.
Technologies, while impressive, are not foolproof or completely automated yet. There are still several hours (and in some cases much more) of training and implementation that need to be considered. There are even products out there that might require a new, fully-trained staff member using it on a full-time basis in order to reap all the benefits the product offers. We tend to forget about those costs. When we dive into a piece of technology without recognizing the time it will take to learn everything there is to know and leverage its applications to the fullest, our investment into the license turns into a sunk cost. That sunk cost is then increased significantly when we consider the man-hours that went into using the tool (with no results).
You’ll want to do your due diligence (generally by referring to reviews and write-ups that are not influenced by the tech company itself) to see if you can afford to invest the time it will take to master a product. And don’t be fooled by the marketing message that every product is designed to be used to the fullest in just a few minutes; even the technologies that have built their reputation on simplicity and user-friendliness will take at least a small investment of time. We need to factor that into a buying decision as well.
Conclusion
Again, these are not the only issues that marketers face when it comes to selecting a new technology, but they are two of the more costly ones. If you can wrap your head around these two issues, then the chances of selecting the right product increases dramatically. If you want to know more about the process of selecting the right piece of marketing technology, I suggest downloading the new How 2 with t2 eBook. In it, we cover the steps marketers need to take in order to ensure that the investment is right and the benefits are reaped in their entirety.
Building Millennial Loyalty with Content Strategies (Part 5)
/by Corey PadveenMillennial loyalty is within reach, but the key is using content strategically in order to connect with your audience on a personal level.
In May, my new book, Marketing to Millennials for Dummies will be available online and in-stores. (You can also pre-order the book today!) While the idea of marketing to Millennials can be more broadly understood as marketing to a modern consumer, there are certain traits that have been established with the Millennial demographic specifically, and have slowly begun to expand to other cohorts. As such, I am publishing a five-part series discussing the strategic use of content in the pursuit of building loyalty with Millennials (and modern consumers, in general). In this final part, we will take a closer look at how marketers can build Millennial loyalty with conversational content.
Get Conversational
Your content should entice your Millennial audience to participate in a conversation. This doesn’t mean that you need to avoid your sales pitch at all costs; you simply need to be smart about when and how it is integrated into your messaging. Millennials will spend money, despite what you might have read, but they will spend it at their own discretion. This means that the aggressive sales tactic on new media will not only fall flat (leading you to spend marketing dollars that lead nowhere) but it also means that your brand will leave no lasting impression on your targeted Millennial audience segment. Instead of building relationships and loyalty, you’ll need to run ongoing brand awareness campaigns that target the same audiences, and this is simply a waste of resources in the long-run. Conversational, authentic content is the remedy for this problem.
There are three stages of an initial content strategy: education, differentiation, and motivation. In the education stage, you’re teaching your audience about the industry you’re in and the products or services that are available (some of which you might offer). This provides value to your audience (the first strategy we covered) and builds trust through conversation and content sharing. The differentiation stage is where you’ll highlight why your products or services are better. This is most effectively done by sharing third party content or engaging with existing customers to highlight that it is not simply your own opinion which places your product or service above the rest, but the market opinion.
The last stage, motivation, is the point in the conversation where you can implement some traditional sales tactics. Motivate your now engaged audience to take action by offering some sort of incentive. That can be a discount, a special for first-time customers, or another incentivized offer that leads to those members of your Millennial audience that are ready to buy to take action. The key throughout this entire process is to make it an ongoing conversation. Engage with users on either an individual or large-scale basis. Talk to them on a personal level as opposed to simply sharing marketing materials. Ask questions and let your audience know that they are being heard. Millennials have seen enough advertising content. Converse with them by following this outlined path and you’ll see conversions and loyalty start to ramp up.
I hope you found this series helpful, and for more strategies on reaching and marketing to Millennials, don’t forget to pre-order your copy of Marketing to Millennials for Dummies on Amazon today, available May 15!
Building Millennial Loyalty with Content Strategies (Part 4)
/by Corey PadveenMillennial loyalty might seem like a myth based on popular misconceptions, but the reality is that Millennials can be your most loyal audience if you leverage content correctly.
In May, my new book, Marketing to Millennials for Dummies will be available online and in-stores. (You can also pre-order the book today!) While the idea of marketing to Millennials can be more broadly understood as marketing to a modern consumer, there are certain traits that have been established with the Millennial demographic specifically, and have slowly begun to expand to other cohorts. As such, I am publishing a five-part series discussing the strategic use of content in the pursuit of building loyalty with Millennials (and modern consumers, in general). This series will run until next week as we prepare for the launch of our new website and the book. In this part, we will take a closer look at what kinds of content drive up your Millennial loyalty the fastest.
Rich and Digestible Content
Rich and easily digestible are two qualities that might not necessarily go together all that well in the world of dining, but when it comes to marketing, the more your content possesses these two qualities, the more successful it will be at driving your Millennial relationships forward. Rich media are defined as pieces of content that leverage delivery methods beyond standard text. So, for example, an image or a video would count as forms of rich media. These are the types of content that your Millennial audience will be most attracted to, and they are the ones that will most effectively and rapidly deliver your message.
In terms of making your content more digestible, the key to doing so is thinking about simplicity when you craft your message. You’ll want your brand experience (or buyer journey) to be fluid and clear, and you’ll want your messaging to be short, to the point, and genuine. Authenticity (discussed in the final strategy, which follows next week) is key to the digestibility of your content. If Millennials can come across your content where it is presented in a way that makes it simple, eye-catching, and conversational (again, covered in the final strategy, which will be available next week) then the likelihood that they will engage with it is increased significantly. That is especially true if you’ve followed the previously outlined strategy of making the content personalized to the audience segment that you’re trying to reach.
By using rich media and developing a simple enough message that your content can be digested easily by Millennial consumers, you increase the chances that ongoing engagement can be derived from a particular segment of your audience. Ongoing engagement means getting users to return as you produce more content that follows similar patterns. As with any of these strategies, that ongoing engagement is crucial in the nurturing and strengthening of your Millennial relationships. Those relationships provide the very strong basis for loyalty.
If you take advantage of the value of rich media, you can significantly drive up your Millennial audience loyalty. Be sure to keep an eye out next week for the final content strategy I cover regarding the value of a conversation. And don’t forget to pre-order your copy of Marketing to Millennials for Dummies on Amazon today!
Building Millennial Loyalty with Content Strategies (Part 3)
/by Corey PadveenYou can drive Millennial loyalty by implementing some carefully crafted content strategies.
In May, my new book, Marketing to Millennials for Dummies will be available online and in-stores. (You can also pre-order the book today!) While the idea of marketing to Millennials can be more broadly understood as marketing to a modern consumer, there are certain traits that have been established with the Millennial demographic specifically, and have slowly begun to expand to other cohorts. As such, I am publishing a five-part series discussing the strategic use of content in the pursuit of building loyalty with Millennials (and modern consumers, in general). This series will run over the next few weeks as we prepare for the launch of our new website and the book. In this part, we will take a closer look at how marketers can personalize the experience for Millennials, and how value drives loyalty with your audience.
Personalize Each Segment’s Content
Personalizing the content you share to Millennial audience segments is a two-step process. The first involves segmenting your audience of Millennials using one or several of many (often free) tools that are available to marketers. While this process could easily be a series of articles on its own (and a process that I cover in fairly extensive detail in my book, Marketing to Millennials for Dummies) it suffices to say, in this case, that you could conduct this segmentation process by using Facebook’s Audience Analysis tool on your email lists and identify segments based on interests and behaviors. In this segmentation process, one of the important factors that you’ll want to keep on the lookout for are the expressed (or implied, based on likes and engagement with other brands on Facebook) interests that your audience possesses. These interests will allow you to get a better understanding of what makes your Millennial audience segments tick, which will allow for extensive customization of your messaging.
Customization of your content is an important strategy because of the almost overwhelming amount of noise that exists online. Your audience can simply be too easily distracted by something else in a timeline or news feed to pay attention to your generic content. It needs to speak to your Millennial audience on a personal level, which will accomplish a number of objectives. First, personalized content will catch your audience’s initial attention. Once you have that, the more personalized the message, the longer your audience will be willing to stick around for it. The average attention span of online adults is only a handful of seconds. If you want to extend that, think customization first. Lastly, personalized content will lead to faster relationship development and nurturing. The closer you can get to your Millennials, as noted in the previous strategy, the more loyal they will be and the greater their lifetime value becomes.
By focusing your efforts on creating personalized, highly engaging content for each of your audience pockets, Millennial loyalty will be a much more attainable objective. Be sure to keep an eye out next week for the second content strategy I cover regarding the types of content that are best suited for building Millennial loyalty. And don’t forget to pre-order your copy of Marketing to Millennials for Dummies on Amazon today!
Building Millennial Loyalty with Content Strategies (Part 2)
/by Corey PadveenMillennial loyalty is not a myth; with the right content strategies in place, you can build an audience of loyal Millennial consumers with a high lifetime value.
In May, my new book, Marketing to Millennials for Dummies will be available online and in-stores. (You can also pre-order the book today!) While the idea of marketing to Millennials can be more broadly understood as marketing to a modern consumer, there are certain traits that have been established with the Millennial demographic specifically, and have slowly begun to expand to other cohorts. As such, I am publishing a five-part series discussing the strategic use of content in the pursuit of building loyalty with Millennials (and modern consumers, in general). This series will run over the next few weeks as we prepare for the launch of our new website and the book. In this part, we will take a closer look at how marketers can add value to their audience, and how value drives loyalty with Millennials.
Providing Value
Value comes in many forms. In some cases – likely the one most marketers immediately assume when they hear the term ‘value’ – it can mean economic value. Examples of economic value are coupons or specials that might be offered to fans, followers, and subscribers. The value referred to in this particular strategic initiative, however, is somewhat different. When you’re trying to connect with Millennials, you’ll want your content to contain some type of value that stretches beyond a one-off deal or offer. You’ll want there to be a sustainable form of value that keeps your audience coming back.
There are several different types of content that offer this sustainable value. Most of these come in the form of knowledge. If you can educate your audience in some capacity that leaves them with something more (and lasting) that they did not have before, you’re in an excellent position to build those lasting relationships that keep Millennials coming back for more. In terms of the kinds of educational content that Millennials are most often attracted to, you’ll want to consider three types: informational, instructional, and inspirational.
Informational content is rooted in the explanation of theories, concepts, and other brand- or industry-related concepts. When you share informational content, you are providing your audience with the stepping stones needed to become their own experts in a given subject. Let’s say, for example, you’re in the gambling business, and you’re sharing information about the kinds of bets that exist in the casino table game of craps. In order to do this in the most effective way to drive continued traffic, you’ll create content (which can be in virtually any form, be it written, video or audio; though, the latter two are worth more of your effort) on an ongoing basis and share it with your audience on various media.
Creating and sharing this content will lead to continued engagement from your most interested targets. An added benefit to this strategy is the fact that it highlights your own expertise in the field, which is a similar benefit derived from instructional content.
In the case of instructional content, you’re providing value by walking your audience through the necessary steps to taking some sort of action. This could be anything from a simple outline of the steps to signing up for a service or newsletter to something more complex, like a do-it-yourself video that provides viewers with the intricate steps involved in building a car engine. Whatever the case, this is a content strategy that once again showcases your expertise, builds trust with your audience by giving them a form of insider information, and drives continued engagement through the sustainable value of the instructions you’re providing.
Lastly, you have inspirational content. In this particular case, the use of the term inspirational doesn’t relate to motivational phrases, but rather the content is inspirational in terms of the elicited actions. You can inspire your audience to try something new and different, and the best way to do this is to provide tips and tricks that might not be particularly obvious when you share, say, the standard instructions involved in a particular act. Again, this is a content type that drives repeat engagement and provides your audience with a considerable degree of value. Of course, there are those pieces of content that provide economic value, such as a deal or offer, but in the case where you’ll want to build a long-term relationship, which is where brand loyalty lies, the types of content the associated value outlined here are the ones to which you’ll want to pay the closest attention.
When you focus your efforts on providing a sustained, long-term value to your audience, you’ll be in a much better position to build Millennial loyalty. Be sure to keep an eye out next week for the second content strategy I cover regarding the personalization of your content efforts. And don’t forget to pre-order your copy of Marketing to Millennials for Dummies on Amazon today!
Building Millennial Loyalty with Content Strategies (Part 1)
/by Corey PadveenThere is a common misconception among marketers that Millennial loyalty is notoriously fickle. The right content strategies can mean life-loyal, highly engaged audience.
In May, my new book, Marketing to Millennials for Dummies will be available online and in-stores. (You can also pre-order the book today!) While the idea of marketing to Millennials can be more broadly understood as marketing to a modern consumer, there are certain traits that have been established with the Millennial demographic specifically, and have slowly begun to expand to other cohorts. As such, I am publishing a five-part series discussing the strategic use of content in the pursuit of building loyalty with Millennials (and modern consumers, in general). This series will run over the next few weeks as we prepare for the launch of our new website and the book. We will begin first by looking at the reality that marketers face when it comes to reaching Millennials and getting them to buy into both a product and, perhaps more importantly, a brand.
Understanding Millennials
Contrary to what many think, Millennials are actually more loyal than any generation that came before them. Moreover, Millennials have the potential to be worth more on an individual basis over the course of their lifetime. This goes against another common misconception that Millennials are price sensitive and hesitant to spend any money. While they might be price sensitive in some regards, they will spend their money and stay loyal to a brand if: a) they feel as though there is a significant degree of economic utility in their expenditure, and b) they have developed a relationship with a brand on a personal level.
You might only need to achieve two conditions in order to build that sought-after loyalty from Millennials, but they are not necessarily all that easily reached. You might read about campaigns or initiatives that have succeeded at driving Millennial engagement and conversion, but when it comes to loyalty, there is one strategic asset that will stand out above the rest: content. Developing effective, objective-oriented content strategies will help you connect with your target Millennial audience on a personal level, which will build those long-lasting relationships that lead to conversion, high lifetime value, and long-term loyalty.
Content is a fairly broad term. It comes in many shapes and sizes, and it differs from one medium or communications avenue to the next. While some aspects of your content might change, the strategies outlined in this series are designed to build strong relationships with your targeted Millennials, regardless of the platform on which these strategies are implemented. There are a few keys to remember when it comes to Millennials, however, and keeping these assumptions and realities top of mind while reviewing the strategies in the upcoming series will be very helpful in developing effective loyalty strategies for your target Millennial audience. Those points are as follows:
With these assumptions top of mind, you will be in a better position to make the most of the loyalty-building strategies covered in this series. Be sure to keep an eye out next week for the first content strategy I cover. And don’t forget to pre-order your copy of Marketing to Millennials for Dummies on Amazon today!
6 Social Media Trends to Follow in 2017
/by Corey PadveenWhat social media trends can marketers expect to be on the rise in 2017?
Every year – in fact, it sometimes feels like every day – it seems like social media evolves and matures, ushering in new trends that shape the way we do business; 2017 is no different. Sprout Social has put together this detailed infographic highlighting some of the social media trends marketers can expect to see on the rise over the course of the year.
With the explosive growth of artificial intelligence in 2016, it shouldn’t come as too much of a surprise that this is a topic that finds its way into several trends we can expect to see in 2017. Machine learning and artificial intelligence are among the most powerful resources marketers and society as a whole can access. It is all but certain that in 2017, these two fields will make their way into more and more processes and applications. Take a look at the infographic and find out what you should be on the lookout for in the coming year.
81 Spam Words to Avoid in Your Email Marketing [Infographic]
/by Corey PadveenWhen it comes to email, even a single word can turn your audience off from opening the message. These are a few spam words to avoid next time you run a campaign.
With so much content flooding the every day feeds of consumers online, there are certain triggers that people look for instinctively in order to determine if there is any value in reading further into a piece of content that has been shared. In terms of email, that could mean a single word or phrase in the subject line. Once a certain term is seen, it is immediately registered as spam by the recipient and thrown in the trash. Here is a pretty sizeable list from Beeketing, which focuses on spam words to avoid in order to keep your audience happy.
20 New Fascinating Social Media Fun Facts
/by Corey PadveenThe rate of change in the socialsphere means that every few months there are some hugely impressive social media fun facts popping up that are worth noting.
Once again, a lot has taken place in the world of social media, and that means there are plenty of new facts and figures that should be of interest to marketers. Take a look at some of these incredible new social media fun facts!
Why Targeted Social Ads Are a Good Thing (Just Hear Me Out)
/by Corey PadveenThis article originally appeared on CoreyPadveen.com.
Recently, Adblock Plus announced that it would start serving ads, which is of course, the most predictably ironic thing to happen online in some time. But my question is this: are targeted social ads really that bad?
No; they’re not.
Admittedly, in answering this question, I’m a little bias. After all, if it wasn’t for things like social ads and the industry in which they find themselves, I’d probably be out of a job. This one, anyway. But my professional reliance on advertising notwithstanding, I still think that targeted social ads are, in fact, a good thing. The problem is with the lack of knowledge marketers have about their capabilities, resulting in the removal of the word ‘targeted’ from the equation.
An Explosion in Advertising
Call it what you want – direct advertising, social media advertising, content marketing, influencer outreach – paid media is paid media in all its forms. And, considering we have seen the amount of branded content we are exposed to on a daily basis increase by tenfold in the last three decades (about 5,000 pieces of branded content per day, by the way) I can understand why consumers are so sick of it. In this generation of free, the last thing we want is to have our highly tailored experience online ruined with ad content we didn’t ask for, right? And yet, there we are, at every turn, facing a brand new ad.
Advertising is nothing new. Broadcasting messages to a wide audience dates back about 6,000 years (in the form of flash banner ads, obviously) and modern advertising (arguably) dates back to 1836, when ‘La Presse’ in France sold space in its newspaper so that it could lower its price to consumers. We’ve grown accustomed to seeing these ads, we might just have hit a tipping point in terms of how much irrelevant content we are willing to take in. And right there is why targeted social ads can be a good thing.
Getting to Know You
Social presents an incredible opportunity to advertisers that so few are properly identifying. Blanketing your ads to the general public will lead to a higher cost-per-click, a lower click-through rate and an overall underperforming campaign. That’s unfortunate when social provides the tools necessary to generate the exact opposite.
By properly identifying your audience and drilling down into the specifics that make up a persona, you can serve ads that fit right into their online experience. That means that instead of angrily resisting your content, they will be much more likely to explore it. This, of course, won’t always be the case, but by implementing these kinds of strategies, marketers can begin to join in on the experience of social as opposed to taking away from it. This leads users to seek out the ad blocking software that has grown so rapidly in the last few years.
Alas, this is largely not the case. The simplicity with which marketers can use these ad platforms and the cost effectiveness of running large-scale campaigns with generic messages has rendered the social audience exhausted. Targeted social ads can mean a greater connection to your audience, and the first steps in the development of a deeper connection, but so few brands are properly utilizing that strategy. Until they do, social ads are going to be more of an experience detractor rather than something that can benefit both sides of the transaction.
The 2 Biggest Mistakes Made when Selecting Marketing Technologies
/by Corey PadveenThis article originally appeared on CoreyPadveen.com.
Marketers seem to fall into some pretty common traps when it comes to selecting marketing technologies to add to the arsenal.
I’ve written about the expansive market that exists in the world of marketing tech. There are thousands of tools out there (over 220 in the social media management space alone!) and it can often seem like an impossible task to select the right one for your objectives. That is due largely to the fact that some companies do a great job of selling form over substance and we simply eat it up. After all, a good salesperson will make just about anything appealing. But when it comes to selecting marketing technologies, there are some mistakes that are much more common, and costly, than others.
Among those mistakes are the two cited here. Now, I am by no stretch saying that these are the only missteps a marketer might make, and I am not saying that by being cognizant of these mistakes you’ll be able to remedy the errors of choosing the wrong tool, but your awareness and avoidance of these two issues will certainly help make the process simpler, and can certainly lead to greater results.
Tools that Don’t Play Nice
Like I said, a good salesperson will make the product they’ve been hired to sell look and sound like the perfect solution. While, on the surface, a tool might seem to solve an issue, one thing that marketers often forget is that for a product to really work, it’s going to need to do more than that. It needs to fit.
I can’t tell you how many times I’ve worked with products that are built to operate in a vacuum. In some cases, it can be even worse; a lot of products (particularly those that are part of a larger cloud) are designed (or, after an acquisition, redesigned) to work optimally with the cloud as a whole, and integrations with other technologies (or functionality that makes them much friendlier) are removed. Marketers need to look past the superficial capabilities and see how a product might work with other tools and processes that already exist.
Let’s think about this issue in the context of a business intelligence application.
Business intelligence dashboards can be very impressive. They become even more impressive as you are walked through a demo account and see the full range of capabilities that exist when the tool is used to its full potential. But what if you decide to invest in the dashboard only to find that it does not integrate fully with your CRM, or that it integrates, but there are breakages in the structure that lead to difficulties when trying to analyze your data (mechanically). Then, your workload actually increases as opposed to lightening as a result of your new tool.
Take some time and make sure that whatever you plan to add to your toolbox works well with everything else that you are currently using.
Investments are Not One-Dimensional
Another major mistake that marketers make when it comes to selecting marketing technologies has to do with the wonderful world of economics.
When it comes to price, there is a broad spectrum into which these tools fall. There is everything from a set of free applications to the kind of products that only the Fortune 100’s of the world can afford. But we’re not talking about a financial investment in this case – we’re talking about investments of your time. Marketers need to think about the human capital investment that needs to be made in order to capitalize on the use of a product.
Technologies, while impressive, are not foolproof or completely automated yet. There are still several hours (and in some cases much more) of training and implementation that need to be considered. There are even products out there that might require a new, fully-trained staff member using it on a full-time basis in order to reap all the benefits the product offers. We tend to forget about those costs. When we dive into a piece of technology without recognizing the time it will take to learn everything there is to know and leverage its applications to the fullest, our investment into the license turns into a sunk cost. That sunk cost is then increased significantly when we consider the man-hours that went into using the tool (with no results).
You’ll want to do your due diligence (generally by referring to reviews and write-ups that are not influenced by the tech company itself) to see if you can afford to invest the time it will take to master a product. And don’t be fooled by the marketing message that every product is designed to be used to the fullest in just a few minutes; even the technologies that have built their reputation on simplicity and user-friendliness will take at least a small investment of time. We need to factor that into a buying decision as well.
Conclusion
Again, these are not the only issues that marketers face when it comes to selecting a new technology, but they are two of the more costly ones. If you can wrap your head around these two issues, then the chances of selecting the right product increases dramatically. If you want to know more about the process of selecting the right piece of marketing technology, I suggest downloading the new How 2 with t2 eBook. In it, we cover the steps marketers need to take in order to ensure that the investment is right and the benefits are reaped in their entirety.