Hi! Today, I’m going to talk to you about the difference between marketing and marketing technology using power tools. Think of this [screwdriver] as marketing, and think of this [power drill] as marketing technology.
Now, this could be any sort of marketing technology. It could be email compared to marketing automation. It could be your website compared to your website with real-time personalization.
It could even be your standard account-based selling compared to the new account-based marketing platforms that are on the market. Whatever it is, it’s important to know that both of these things are tools, they are not solutions. They become a solution when you put the tool in the hands of someone who knows what they’re doing and has a good plan.
Now, that’s the two things you need for a tool to be effective; someone who knows what they’re doing and a good plan. If you give a power tool to somebody who doesn’t know what they’re doing, they are likely to strip a screw. And if you don’t have a good plan all the power tool is going to help you do is build something faster that doesn’t meet code or isn’t very pretty. The bottom line is that you have to have the skill, the plan and the tool to do things correctly.
It’s also important to know that while a screwdriver gets the job done, the power drill gets the job done a lot faster with a lot more power. And that’s where marketing technology is really thriving. It’s helping people do manual marketing activities at scale.
Even though we have marketing technology around, it doesn’t mean that these manual tools or things like that have gone away. You wouldn’t want to repair a tiny screw in your eyeglasses with a drill. You still need a point solution–you still need a screwdriver. Just like in marketing and sales, you still need that personal connection.
Remember when you’re looking at marketing and marketing technology, they are simply tools. Marketing technology allows you to do things faster with more power at a bigger scale.