In the recent marketing tech stack, 67 percent of world firms use between 1 and 5 diverse technologies.
That may appear to be a high figure, but when you consider all the things marketers are accountable for nowadays, it isn’t.
Unfortunately, there isn’t a single “all-in-one” solution for social listening, marketing automation, web analytics, content performance, keyword research, advertising, and audience monitoring.
In most circumstances, various software would be needed for each of these marketing functions.
The excellent thing is that CMOs recognize the importance of marketing technology and why it is required to remain relevant and competitive in today’s industry.
However, it’s vital to make sure you’re getting the most out of your technology investments and investing sensibly.
Here are five tips why you need to strategize your for marketing tech stack 2022:
Improve the way you use your data
The cash is practically written on the list. You should assess your marketing tech stack to determine if you’re getting the most out of it and driving adoption across the board.
To develop relevant insights and boost sales at scale, you’ll want to make sure you have the best customer data.
Marketing automation has the advantage of doing exactly what it’s designed to accomplish.
It’s a machine that can generate demand and sales again and over again.
You can effectively turn it on and walk away from it, and it will continue to work.
The problem is that it only does what it’s designed to do. Marketing automation data and ideas must be shared with the entire marketing organization for everyone’s advantage.
After that, the data will provide business value rather than merely campaign value.
Improve the effectiveness of your operations
Notwithstanding the benefits of implementing new marketing technology, 82 percent of salespeople and marketers still waste up to 5 hours a week managing diverse applications, logging out, forgetting passwords, resetting passwords, and extracting large data sets.
Time is money in marketing, and most marketers would agree that their time is better spent creating a revenue pipeline and providing high-converting creative content to their customers.
When it comes to improving your technology for organizational effectiveness, examine the following questions:
- Is it possible to integrate it? Integration can help you unify all of your apps and create a single source of truth for all of your data.
- Is it able to provide insight quickly? To find answers, how much data mining is required?
- Is there an open API available? APIs allow information to be shared between apps.
External developers can use an open or public API to create apps that take advantage of the API’s features.
- Is it actually useful, or is it merely entertaining to use?
- Is it beneficial to include a partnership?
Lower your software expenses
The expenditures of developing and sustaining your technology stack might eat up a significant portion of your firm’s budget.
However, you’ll want to consider how well your software helps you achieve your wider goals of meeting targets, optimizing workflows, and giving the best customer experience.
You should also think about the following:
- Is it possible to lower the number of users? Some pricing options for marketing technologies can change based on the number of users.
- Are there any tools you don’t need? Examine your tech stack to discover if you’re already utilizing software that can practically do the same job.
- Are you consuming more data than necessary? If you do away with data that is unnecessary or no longer helpful, you may be able to enroll on a lower pricing plan. Several social listening vendors charge based on data usage, which can quickly add up.
- Is there a less-priced option on the market? Technology is always changing, especially in the martech industry. You might be able to locate more cost-effective options now than you could a few years ago.
Bring Diverse Teams Together
Oftentimes, marketing departments inside the same organization work in silos, resulting in lost productivity, lower ROIs, and, in some cases, upset emotions.
Marketing technologies can assist in bridging the divide. Audit your IT stack to see where knowledge and automation resources might be pooled to improve the efficiency of the end-to-end sales cycle and increase conversion rates.
From a technological standpoint, here are a few basic instances of how to incorporate this:
- Calculate the percentage of marketing steers that have been kept up on by sales vs. the number of leads that have converted to sales an indication of the quality of the leads. Create a marketing dashboard to track the outcomes and share them with the marketing and sales teams.
- Determine if there is a disconnect with the messaging delivered in the marketing stage if your sales teams require more touchpoints to convert. One way to do this is to do a social conversation analysis that is linked to the purchasing journey.
- Launching fully integrated global marketing strategies is the most efficient way to bring distant teams together. This will compel marketing, sales, and public relations teams in all regions to work together.
Use innovation to gain a competitive advantage
You’ll want to leverage fresher and more inventive technology for all aspects of your marketing team as your company grows, whether it’s SEO, social media, or ensuring proper marketing.
Users alter their minds and their habits all the time. Technology is changing as well. You can easily lose consumers if you don’t keep up with them.
Innovation can assist you in being more innovative with your products, breaking through stagnation, and maximizing your marketing expenditures and investments.
Keeping up with the constant advancement of marketing technologies can be difficult. However, innovation does not always have to originate from the outside.
Meet with your sales and marketing staff on a routine basis and use incentive programs to inspire innovative solutions. When innovation percolates down from the top, everyone becomes invested in it.
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