How to Use MarTech to Unlock Pipeline and Revenue Generation in B2B Marketing

B2B companies in technology, manufacturing, finance, and more often face challenges with complex MarTech stacks. Many struggle to fully utilize these tools, leaving untapped potential. Success lies in optimizing integration, usage, and alignment with business goals.

At Power Digital, we tapped into the deep expertise of our marketing operations and data science teams. Based on their research, we’ve broken down exactly how you can optimize your MarTech stack to drive results, maximize value, and scale your business.

1. Aligning Your Tech Stack with Marketing Goals For Clear ROI

The foundation of any successful MarTech strategy is ensuring that each tool in your stack aligns with your business objectives. Whether your focus is on lead generation, customer retention, or data enrichment, it’s essential to evaluate each tool’s effectiveness and its role in helping you reach these goals.

Derek Gerber, Director of Growth B2B at Power Digital, highlights a common pitfall: “Many companies invest in world-class tools but don’t have a strategy or the resources to properly implement them.” He emphasizes the importance of connecting platforms to gain clarity on key metrics like ACV, LTV, and channel performance. “You need to figure out what’s working, what’s not, and eliminate the noise,” says Gerber.

At Power Digital, our team’s methodology focuses on streamlining MarTech stacks to eliminate wasteful tools and ensure platforms are directly tied to actionable insights. This approach not only clarifies messaging but also prevents unnecessary friction with financial teams questioning the value of underutilized technology.

Instead of being overwhelmed by a bloated tech stack, start by categorizing your tools and assessing their impact. Are they actively driving growth, or are they meant for future phases you’re not yet ready for? Take it a step further by integrating your platforms to reveal hidden inefficiencies, uncover true channel performance, and align reporting with real business goals.

For more detailed guidance, explore our case studies or watch highlights from our virtual events with Snowflake, where we showcase actionable strategies for maximizing your MarTech investments.

 

2. Streamlining Tools to Create Better Brand Engagements

MarTech stack leads to fragmented data, making it difficult to generate actionable insights. This often prevents companies from aligning campaigns with customer intent, as incomplete data hinders identifying trends, prioritizing leads, and optimizing messaging. Gerber stresses the importance of integration, noting, “many tools aren’t properly integrated with their master CRM solutions.” 

Without seamless data flow, making informed decisions becomes challenging. Seamless integration enables real-time updates, helping marketing teams quickly identify intent signals and launch campaigns aligned with behavior. It also empowers sales teams with up-to-date prospect information for more personalized outreach. 

Power Digital recommends integrating tools to centralize data and provide actionable insights. Real-time updates help identify high-value opportunities, launch timely campaigns, and strengthen relationships, improving ROI. Using a centralized platform like a CRM consolidates data and provides a holistic view of the customer journey. As Gerber puts it, “A connected stack provides powerful, actionable insights.” Ensuring your tech stack communicates effectively improves data accuracy, enables personalized marketing, drives ROI, and builds stronger relationships.

3. Automating to Improve Efficiency

Automating to improve efficiency marketing automation is a powerful tool for improving efficiency and scalability, but it’s only effective when implemented with the right strategy. Many MarTech tools boast automation capabilities, yet as Gerber points out, “they often fail because they aren’t set up with the right strategy.” 

Without proper implementation and ongoing optimization, automation risks becoming just another source of noise. To maximize automation, focus on repetitive tasks like email campaigns, lead nurturing, and content delivery tailored to user behavior. However, Gerber emphasizes that automation is not a “set it and forget it” approach. “You need to build out the system and continuously revisit and optimize it to retain ultra-personalized moments at scale,” he says. 

This ensures your efforts go beyond generic marketing and avoid the billions wasted on ineffective communications. Properly executed automation not only enhances the customer experience with personalized, timely content but also ties directly to ROI by driving engagement and reducing wasted spend. At Power Digital, we specialize in crafting strategies and content to deliver this level of targeting, helping brands stand out with campaigns that resonate rather than add to the noise. By leveraging automation, your team can shift focus to high-level strategy and creative efforts while delivering meaningful interactions at scale.

 

4. Actionable Insights with Clear Reporting and Analytics

For any marketing initiative to succeed, actionable insights are essential. However, many businesses struggle with reporting due to a lack of confidence in their data’s accuracy and quality. Gerber states, “Most people can’t get to this because they’re not clear on their data, whether it’s even good or not.” To overcome this, it’s critical to implement tools that provide real-time, reliable reporting, helping you track performance metrics and adapt your strategy as needed.

Integrated dashboards are invaluable for consolidating data from various sources, but the true value lies in pulling accurate, actionable insights within seconds. Gerber’s rule of thumb is clear: “If you can’t pull accurate data in 90 seconds, you’re doing it wrong.” At Power Digital, we specialize in providing clarity and trust in your data, ensuring your team focuses on insights that drive decisions rather than wasting time on vanity metrics or questionable reports.

The ability to access clear, actionable data allows teams to adjust strategies quickly and continuously improve campaign performance. By focusing on metrics that matter and leveraging tools that simplify access, you’re able to move beyond raw data to truly impactful insights. For deeper expertise, explore our related content on building data confidence and driving results through smarter reporting.

5. Training and Team Alignment

Even the best MarTech stack is only as effective as the people using it. The importance of mandatory training and team alignment is to ensure everyone is equipped to maximize the value of the tools. “The key takeaway is internalizing your tech stack—making sure your team knows how to use it and is aligned in their efforts,” Gerber says.

To fully leverage your MarTech stack, provide mandatory, ongoing training on tools and workflows, supported by executive buy-in to drive accountability. Avoid relying on siloed experts or a single “go-to” person; instead, ensure every team member understands how each platform contributes to broader workflows and impacts strategy. Cross-functional collaboration among marketing, sales, and support teams is critical for creating a shared understanding of customer data and coordinated action.

This comprehensive approach reflects the maturity of your marketing programs and directly impacts your ability to scale and grow. Without team-wide clarity, tools risk becoming expensive, underutilized investments. By fostering a culture of continuous learning and alignment, your team will be empowered to optimize your tech stack, deliver results, and support sustainable growth.

Unlocking Your MarTech Potential

Maximizing the value of your MarTech stack is not a one-time effort but a continuous process of optimization especially in B2B marketing. By aligning your tools with clear marketing goals, streamlining data across platforms, automating processes, focusing on actionable insights, and investing in team training, you can unlock the full potential of your technology and drive meaningful results.

Ready to unlock the full potential of your MarTech stack? Contact Power Digital today to see how we can help you maximize efficiency, improve your marketing results, and set your business up for sustained growth.