By Sangram Vajre

Marketing technology (MarTech) is the software that helps you execute your marketing activities. MarTech is the business-to-business (B2B) marketing industry’s term for applications that help you succeed with modern marketing activities.

These marketing activities aren’t just about sending emails to contacts in a database. They also apply that data to determine who should receive an email, what type of email to send, and the best time of day to send it.

MarTech is a rapidly growing category of software. The evolution of MarTech has given B2B marketing professionals many advantages. Because of the technology, that can execute marketing at scale. Scale means reaching your contacts and accounts in the hundreds and thousands without manual processes. The value this brings includes

  • Speed: Your marketing team saves time and money. With technology, you can quickly reach many people.
  • Results: You can see your success metrics for your marketing activities to identify what works and what doesn’t. Depending on the technology tools you use, you can see these results in real time.

The goal of account-based marketing is to generate revenue from your best-fit customers and prospects. Using technology allows your team to execute ABM at scale. MarTech offers a wide range of benefits for ABM at scale to reach hundreds or thousands of contacts, and at a personalized level.