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3 Keys to Smarter Marketing Technology Investments

3 Keys to Better Marketing Technology Investment

Disclosure: Post and giveaway sponsored by Comcast Small Business, but all opinions are my own. Please read below this post for additional disclosure.

In reading through key posts on the Comcast Business community site, this one rang true for us as both an agency and for our clients. As an agency, we license a lot of technology, but we’re able to spread the costs out (and reap the rewards of using the technology) across all of our clients.


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Each quarter, we do an audit of the platforms we’re licensing and determining the value they’re bringing us our clients. Often, we cancel our subscriptions to some great platforms if they’re not providing the return we need them to.

According to Comcast Business, two-thirds of business owners feel overwhelmed when it comes to technology @Comcastbusiness  Tweet This!

This infographic from Comcast points out 3 key pillars you should take into consideration before making any technology investment:

  1. Business Plan – Before you invest, what’s your mission and market? Will the technology you’re investing support your vision?
  2. Filling the Gaps – Before you invest, is this technology that will help solve your problems, or will it cause more time and headaches with your staff?
  3. Get Advise – Before you invest, have you spoken to other industry leaders or colleagues? We often consult with clients on vendor selection since we’re very familiar with so many platforms on the market.

Outstanding advice that I’d encourage businesses to utilize and then come back to. Technology budgets tend to spiral out of control if you’re not watching them carefully!

Invest in Technology

Disclosure: Comcast Business partnered with bloggers such as me for this program. As part of this program, I received compensation for my time. They did not tell me what to purchase or what to say about any product mentioned in this post. Comcast Business believes that consumers are bloggers are free to form their own opinions and share them in their own words. Comcast Business’ policies align with WOMMA Ethics Code, FTC Guidelines, and social media engagement recommendations.

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When you look up the definition of sage advice, it states proceeding from or characterized by wisdom, prudence, and good judgment. This defines the career of Joel Book. In my tenure at ExactTarget, my path crossed with Joel throughout events, prospect meetings, and client discussions… and I’m a better person and marketer for knowing him. Joel is the Director of Digital Marketing Insight for Salesforce. As a founding member of the Marketing Insights team for the Salesforce Marketing Cloud, Joel teaches companies how to use customer


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