{"id":9571,"date":"2022-03-25T09:00:41","date_gmt":"2022-03-25T16:00:41","guid":{"rendered":"https:\/\/www.rightwave.com\/rwi\/?p=9571"},"modified":"2023-09-29T20:35:45","modified_gmt":"2023-09-30T03:35:45","slug":"b2b-marketing-tools-shiny-objects-or-real-results","status":"publish","type":"post","link":"https:\/\/dev1.rightwave.com\/rwi\/b2b-marketing-tools-shiny-objects-or-real-results","title":{"rendered":"B2B Marketing Tools: Shiny Objects or Real Results"},"content":{"rendered":"

The Marketing Stack must serve the business needs. Dozens of platforms and hundreds of applications are available. Each costs time to install, implement, and integrate. Many also cost money, some extravagant amounts. While it is tempting to try the latest cool tool, B2B marketers must consider these downsides. Ultimately, the tool must allow, actually more than allow, it must facilitate<\/i> the provision of quality leads to the Sales department. Furthermore, the benefits should outweigh the outlay of time and funds.<\/span><\/p>\n

Prevention, not falling for shininess, is better than removing sparkles from the stack. The latter gives rise to the sunk cost fallacy. No matter how clumsy the software, no matter how much it duplicates other tools, no matter the number of problems, the temptation is to note that so much time and money has been invested, the tool must be made to work and marketers must be required to use it. Past hassles and costs are harbingers of future troubles. The only benefit of this tool is as a lesson learned: prevention!<\/span><\/p>\n

Prevention for simple inexpensive tools can also be simple and inexpensive. If some of the following questions have \u2018no\u2019 as the answer, it is time to ignore the shine and either do without or find a better solution.<\/span><\/p>\n

Does this tool<\/span><\/p>\n