Almost all #martech (marketing automation, CRMs, site chat, measurement etc) are “dumb pipes” routing access to what prospective cstmrs actually care about (in b2b: usually helpful content, info) — but rarely helping create that valuable content.
Route it, but not help create it
Route it, but not help create it
Despite most #martech’s promises of salvation, their dumb pipes can only do so much.
Your biggest lever is not the pipes but the hard work of understanding your prospective customers really well and doing the hard work of creating lots of value for them.
Your biggest lever is not the pipes but the hard work of understanding your prospective customers really well and doing the hard work of creating lots of value for them.
Engineering-as-marketing is one area of marketing that goes beyond dumb pipes to actually create value - not just route it.
It can work much like your primary, for-sale product:
- User put info in
- App process it, creating new, personalized value
- Delivers value to the user
It can work much like your primary, for-sale product:
- User put info in
- App process it, creating new, personalized value
- Delivers value to the user
U hear stories of how well it can perform (delivering lots of value to end users can do that) — but its rare. Why?
- Requires marketing skills & engineering/design/dev skills.
- It’s been easier for SaaS co’s to standardize “dumb pipes” vs custom engineering-as-marketing apps.
- Requires marketing skills & engineering/design/dev skills.
- It’s been easier for SaaS co’s to standardize “dumb pipes” vs custom engineering-as-marketing apps.
Despite buzz of lowcode/nocode app building, its still a Frankenstein endeavor to capture lots of data now & over time from user, process it in a variety of ways, deliver that value-enhanced data back to user now & over time & measure it — all in a great experience for the user.
