245 billion dollars. This is the size of the market for "martech" solutions. In other words, that of the necessary tools, most often SaaS (Software as a Service) solutions, to equip marketing operations. An impressive market for an equally impressive number of solutions. This is logical: the digital performance chain is made up of many links and, for each of them, dozens of offers vie with each other in terms of promises.
How do you find your way around this very dense martech and salestech landscape to identify solutions adapted to your needs and build your own stack? We offer you here, need by need, reference points to at least orient your research and help you discover the solutions that may become part of your daily life.
Order your tasks
Going digital means first of all getting organised to manage the many tasks that need to be done. Running campaigns, producing content, designing new web pages, etc. To achieve this, a project or task management tool will not be out of place. If Trello, with its Kanban boards comes quickly to mind, other solutions deserve your attention. These include, Asana, which offers a nice visualization of workflows and people involved, or Basecamp, which is less focused on tasks and more on communication and resource sharing between team members.
Generate databases according to your needs
To this list we also add Notion, which has the wind in its sails. This solution probably requires more time than its competitors to master, but it has the advantage of offering many highly customisable views (tables like Trello, Gantt charts, calendars, etc.). This is the basis for tailor-made project management and much more. Notion helps to design databases that can be used for project management, but also for example to manage lists of prospects and customers. A very broad field of action. In terms of visual databases (solutions that do not require technical skills), we can also look at Airtable or even Timetonic which offers models dedicated to brokers.
Motorise your website
Once your planning solution is in place, it is likely that the subject of the website (creation or regular redesign) will quickly become part of your projects. While CMS (Content Management System) Wordpress is currently the engine of many websites, other solutions are emerging such as Webflow. While Wordpress holds the advantage of functional completeness (thanks to its vast library of plugins), Webflow offers the advantage of a cutting-edge design, provided that you can rely on a web designer. If you want to stick to an off-the-shelf solution, a look at Squarespace and its clean templates will be welcome.
Comply with regulations
Today, it is out of the question to deploy a website without a consent management solution. Objective: to comply with the GDPR and the various directives of the CNIL. Remember that you must inform visitors of the tracking tools in place and their purposes in order to inform their choices. No do-it-yourself here: to ensure both compliance and a good customer experience, it is best to use a professional solution. In this niche, Axeptio wins the vote.
Feed your channels with visuals
To feed your website, as to animate your social networks, one ingredient is essential: visuals (photos, illustrations…). While waiting to perhaps hire an illustrator to create your own visuals, royalty-free image banks such as Unsplash, Pixabay or even Pexels provide a service. Without forgetting Icon.js.org for icons. To resize these images, add text or make other changes, go to Canva an online photoshop (much more accessible than Canva) and very productive for creating your own library of visual templates.
Boost the conversion capacity of your videos
While images are more attention-grabbing than text on the web and on social networks, videos also help convert better. The engagement rate of a video is estimated to be on average 3 times higher than that of textual content. Especially if the video directly includes call-to-actions, the buttons that allow you to click to subscribe or get in touch. A function on the solutions menu such as Tella or Vidyard. These record both what is happening on your screen and in front of your camera before publishing a polished rendering with integrated call-to-actions.
Provide your landing pages
Such videos can be called up from advertising campaigns on social networks as well as from landing pages. These pages, separate from your website, are designed to receive traffic from your campaigns in order to improve conversion. Solutions such as Instapage or Unbounce offer the possibility of quickly assembling such pages and, better still, of automatically testing (known as "A/B testing") different variants.
Identify your quiet visitors
How can you best qualify visitors to your site or landing pages? How, for example, to deduce from an IP address the company of a visitor and identify within this company the managers to be contacted. In short, how do you turn your quiet visitors into addressable prospects? This is the mission of GetQuanty, Leafeeder or even Snov.io. Be careful, however, to collect the consent of your visitors to be able to fully exploit these mechanisms.
Qualify your contacts
Once the contacts are in the database, they still need to be qualified by submitting content to them in order to assess their interest and complete their information. These actions, which can exploit a wide range of contact points (email, social networks, phone calls) are partly automated. If email campaigns are the playground of sendinblue or Campaign Monitor other solutions such as The Growth Machine or Sweet Show take care of marking out (and partly automating) this lead qualification cycle.
Take care of your subscription pathways
It would be a pity, once these efforts have been made, not to offer a subscription route that is up to scratch. For a broker, this means offering an ergonomic form, a tailor-made pricing tool, automated contract generation, electronic signature, integrated payment methods, etc. Functions that Seyna brings to you, with a wide range of settings.
Connect your solutions
In view of all these solutions, two legitimate questions arise.
Firstly, how can we ensure that these tools interact? It is precisely to meet this need that there are automatons such as Make (formerly Integromat) or Zapier. Because, yes, using 10 tools speeds up tasks. But this productivity is increased tenfold when these solutions interact. For example, when you fill in a form on your Webflow site, it automatically triggers the sending of an appointment email with your Calendly link and simultaneously registers your prospect in your CRM database.
With these automations, you draw a workflow that models the propagation of this information between the applications concerned. A workflow that will be executed at each triggering event (in this case, filling in the form).
The second legitimate question is how to measure the performance of these tools. The good news is that most of them display KPIs (Key Performance Indicators) to analyse the effect of their actions. That said, putting this information together in a single dashboard seems pragmatic. Exactly what solutions like Databox or Klipfolio with their libraries of ready-to-use connectors, have been designed to do. This is a good reason to check its ability to "talk" with third-party solutions when choosing a tool.