2021: An opportunity to get back to RevTech basics

If you are like many of us, 2021 hasn’t turned out to be a whole lot different than 2020. In fact, as we approach the one-year mark of COVID-19 disruptions, a lot of people have settled into the “new normal” of Zoom meeting follies (I’m not a cat) and balancing new responsibilities as we work from home. In other words, the world keeps on turning, and businesses still need to market in order to survive (and yes, GROW!).

Unfortunately, many organizations are working with fewer team members and reduced budgets. We are being asked to do more with less, and to keep pace with the myriad of new challenges affecting industries across the board. And the technology we use has become even more critical to success. So, it is more important than ever that modern marketers have the basics of their RevTech stack optimized.

The new year, and the one-year anniversary of COVID-19, is a great time to take stock of your RevTech. Here are a few ideas for you to consider:

  • Do you have a full understanding of your tech galaxy? Now is the time to map your tech with an integration diagram.
  • Is your marketing strategy as strong as it could be? Do you integrate email with social and beyond? Now is the time to firm up those integrations to get the biggest benefit from your efforts.
  • Does your data strategy still make sense? What is the system of record, where does all the data flow, and how do you report on it? Leverage your resources to make sure your data is working for you!
  • Have you checked on the health of your Marketing Automation Platform? A MAP Health Check will detail how your systems are shaping up, including a look at deliverability, preference centers, welcome/nurture campaigns, and campaign results. An annual checkup will reveal successes and areas for improvement.
  • It is time for spring cleaning! Take a look at your database (hard bounces, unsubscribes, etc.), clean up access for outdated users, consider archiving campaigns and forms, and implement a robust folder/asset naming convention to keep things tidy.
  • Take advantage of your systems to implement some automated processes. Think about reports, alerts and notifications related to campaigns, leads and more!
  • Lastly, don’t forget about recent developments in the industry. For example, make sure to confirm that all your templates take into account mobile responsive viewing, look good in Dark Mode, and are fully optimized for your audience.

Eventually (I hope!) we can return to full-scale marketing. And when we do, there will be new people, new budgets and a new enthusiasm for success. By investing in a few of the basics now, you and your team will be ready to tackle everything that comes with the re-opening of the world.

Good luck to us all!