Shannon Matthews

The Marketing Technology Triumvirate

Blog Post created by Shannon Matthews on Oct 3, 2016

Why every modern marketing organization needs CRM, marketing automation and social media platforms

Every marketer and marketing team constantly asks themselves: How can we be more strategic and effective in everything we do?


The (long) answer: Target the right people with the right message, convert them into leads, move them through the funnel and ensure sales picks them up and closes the deal effectively. Easy, right?


There’s a lot of moving parts within long winded answer, and it typically isn’t a clean, linear journey, especially in the B2B world. But accomplishing the objective of being more strategic and effective throughout is within reach - with the right technology in place of course.

Modern marketing technology is successful when you stick to the core three

According to The Chief Marketing Technologist’s 2016 Marketing Technology Landscape, the marketing technology field is now brimming with 3,874 martech vendors, almost twice as many as last year. So within such a crowded field, how do you know what is “the right technology” for your business?


The short answer is that it depends on the maturity of your martech stack. To elaborate, exactly what you need will differ depending on what you have currently and what your initiatives are. But you can’t (or at least definitely shouldn’t) go anywhere if you don’t have the core three technologies in place: CRM, marketing automation and social media platforms.


These three technologies lay down the foundation for everything listed above that you need to accomplish. Each piece individually wields a lot of power, but taken together they create an impressive force - The Marketing Technology Triumvirate.

How the
Marketing Technology Triumvirate powers modern marketing

The most common marketing initiatives in today’s world:

  1. Engaging with leads in new ways and on new channels, and doing so more effectively by delivering the right message to the right person at the right time.
  2. Driving more qualified leads to sales, prioritizing those leads and helping sales close the deal.
  3. Measuring effectiveness and ROI.


While that may sound like a tall order, many teams are fulfilling it with the backing of the marketing technology triumvirate. The seamless combination of these three solutions can provide unprecedented insight into how each lead moves through the buyer’s journey and their specific needs at any given point in time.


A social media platform allows you to identify and participate in conversations that are relevant to your brand or area of expertise. You can then feed any information about social engagements into your marketing automation and CRM platforms to keep track of this history. Your  marketing automation platform also gives you the ability to engage with leads via email campaigns, form downloads, demo requests, etc. and track their behavior across landing pages, events, webinars and other online venues making your total outreach more relevant. Follow this up with a marketing automation and CRM integration centered around a common lead scoring process and you can improve the alignment between your marketing and sales teams, ensuring that no lead falls through the cracks in the hand off. This combo of technology greases the wheels to keep these types of processes moving.


These three technologies also capture metrics across each activity, providing you with another type of insight into the effectiveness of your efforts. By reviewing this data regularly, you can determine what works well and what doesn’t and make more informed decisions about how to structure your campaigns and other activities moving forward.

Any sound digital marketing strategy boils down to the triumvirate

Once you have the core three in place (and properly integrated), there are plenty of other technologies you can add to the mix to work alongside the triumvirate and supercharge your efforts even more. However, to truly maximize the benefits that additional technologies have to offer, you must first have CRM, marketing automation and social media platforms in place. They provide the base off of which everything else will grow.

If you have questions for us about how to add marketing automation and social media to your current CRM technology or just want to learn how the triumvirate can impact your business, please visit