When talking about martech, we most often think about tools that allow us to perform a specific task related to marketing — analyze traffic on our websites, aggregate and understand customer data, deliver personalized messaging, etc.
But most marketing initiatives require we employ multiple tools to achieve our objectives. Just to use one example, we may use Google Doc to write a whitepaper, Canva to create graphics to illustrate it, and something like Adobe InDesign or Acrobat to bring it all together. Then, the asset goes into the marketing automation platform, which integrates with the content management system and other tools that drive traffic to that piece of gated content.
How are marketers tying all this together? Many are using a category of tool that’s undergoing a great deal of change, marketing work management (MWM). Some of the software we looked at in our just-launched MarTech Intelligence Report on the space are all-purpose project management tools, but, increasingly, vendors are adding features specific to common marketing workflows (like proofing and getting approvals on that above-mentioned whitepaper, for example). And some new tools are arising with their sights on agency and marketer customers.
When we conducted an informal survey of our audience earlier this year, 70% of the 71 respondents said they already use a tool like this to manage their daily work, while others use everything from pen and paper to email folders…