BOSTON — Technology can help solve some of B2B marketers' biggest problems, such as increasing customer engagement and providing measurable results. But it only works if marketers know how to use it — and it's not their biggest problem.
“The biggest issue for marketers is creating content that supports customer decisions at every step of the journey, " Petr Palas, Kentico CEO and founder, said at the company's two-day conference here this week.
A Changing World
Kentico provides an integrated marketing solution for web content management, online marketing, e-commerce and online communities. Yesterday and Monday, it held Kentico Connection, a conference for developers, marketers, partners and business owners at the Seaport Boston Hotel & Seaport World Trade Center.
Palas said the event was designed to educate the 150attendees about the tools at their disposal and providing themwith actionable information. Attendeeswere offeredthree tracks — one for developers, one for marketers and one featuring real world casestudies. Each track offered tips and strategies to improvepersonalization and better use technology.
Palas said the marketing landscape has changed, just in the past year. “We've definitely seena major shift, not in the technologyitself but in the ways the technology is used. Digital marketers are getting more educated and sophisticated. They're getting a better understanding of what the technologycan do for them today and they can use it step-by-step. What seemedlike a technology vision a few years ago has now become a commonpractice for many marketers," he explained.
Kentico is changing, too. “The focus for us now is to drive adoption and to make sure our customers leverage all the capabilities we provide," Palas added.
One of the biggest challenges today is to understand how to personalize and create responsive marketing for its customers. “Itall comes down to the experience you provide to the customer,” saidPalas, noting that the goal is to tailor that message to each person by effectivelyanalyzing data.
To make effective use of technology, marketers need to understand how to use it and have a plan to maximize the potential results.