A 5-minute read and know how a Marketing Stack gives you a competitive edge.
The art of marketing is continuously progressing. In the coming weeks I will present you a series of articles about Marketing Technology or in short MarTech. But what is it exactly? What does it do? And what do I have to do with it?
A new perspective on marketing for medium size businesses. This week I am covering what seems to be the latest trend: MarTech stacks.
A marketing technology stack; What is it anyway?
In the past decade marketing and technology have become more and more related. They went together so well, that they have become inseparable by now.
Think about the common practice of varying and A/B testing a landing page of a company’s website. The content on the page changes depending on the visitor and the target persona he or she resembles. In the case of a car brand this means that page A is targeted at a business driver, while page B is aimed at a private buyer. Marketers adjust their website based on the insights from data coming from previous campaigns.
That is why nowadays no marketer can do without Software-as-a-Service (SaaS), traditional software or any other tools to manage their social media channels.
In its daily practice a marketing team uses not one, but a variety of digital marketing tools to realize plans in the most efficient and effective way. An example of a range of tools could be as follows:
- An e-mail platform, for instance Mailchimp.
- Plan and send social media posts via Hootsuite of Buffer.
- Campaigns and the projects are managed in Trello or Asana.
- A content management system (CMS), such as WordPress or Sitecore, for managing its website or blog.
- Controlling the marketing budget with Allocadia or MarMind.
- Magento or WooCommerce for shaping the eCommerce pages within the website.
- Analyzing the customer funnel with Google Analytics or Adobe.
- The sales team utilizes SugarCRM or Salesforce as their CRM tool.
Which tools may be best for a company or noncommercial organization is fully depending on its size, the nature of its business, the objectives and the necessity felt to automate marketing processes. It might even vary per department or project.
How can fragmented tools have better adoption than enterprise software?
In the example I deliberately mention individual tools and no enterprise platforms, all of which provide a total solution. Ask your employees which tools they prefer and they often tell you exactly which ones they like best. You might even find that some already utilize tools without the management being aware of it. It gives some managers a headache, but in general it is an opportunity: The adoption is guaranteed. Broad adoption of an enterprise platform proves to be one of the hardest obstacles when implementing.
Can I stay in control with individual tools?
The main reason why the management (and staff never!) prefers an enterprise platform is to keep track by limiting the number of marketing software suppliers to one. The constraints and conflicts that follow are acknowledged as part of the deal. But it is not that individual tools do not allow you to maintain grip on technology in your team, company or organization.
Of course, in theory there are limitless numbers of combinations possible. What it is all about is how you make individual tools work together for your company’s goals.
- Because, how do you import leads from Mailchimp into SugarCRM?
- And how do you utilize Mailchimp to nurture leads through your Social Media platform?
- How do you relate budgets from Allocadia with campaigns in Asana?
If smart links between individual marketing tools enable data exchange and the range of individual tools to act seamlessly together, your set can be designated as an integrated Marketing Technology Stack.
An explosion in the number tools is creating a Marketing Technology Nirvana
In 2014 I wrote for the first time about marketing and digital technology pairing off. In the article we showed the Marketing Technology Landscape super graphic which is compiled every year by the digital marketing guru Scott Brinker.
While the 2011 chart showed only 100 different tools, in the 2014 edition the number had risen to 947. By 2017, there were over 5200 companies and tools on display in the chart. Not to mention that Scott Brinker, being an American, does not include some popular tools from Europe.
Such an explosive and exponential growth does have a reason. It only exists if there is value being created or there is simply a necessity for it.
A long long time ago, in a galaxy far far away…
… when earth was still flat and Don Draper ruled the world of advertising, life and marketing jobs were simple. You drafted a marketing budget and drew up a briefing for a TV-ad campaign. You sent the briefing to the advertising agency and went on to play some golf with clients or colleagues. And after six months the CEO and the sales director thanked you for your excellent contribution to the unprecedented growth of the revenue and the company.
How to create a competitive edge with MarTech
If there ever was such a time, then it is now long gone. The age of “one size fits all” communication messages has passed and is never coming back. Nowadays, a marketing team can only be successful and reach its objectives if it creates and distributes valuable and compelling content to attract, acquire and engage clearly defined target audiences. And above that it has the objective to drive profitable customer action and increase the bottom line return of the company.
It is an ever-increasing positive Return on marketing-investment by which a marketing manager can exceed the expectations of their CEO. Without deploying digital marketing tools in a MarTech Stack this seems to be an almost unfeasible task.
But there is one more thing: with an intelligent array of tools in MarTech Stack you can reduce marketing cost and gain long term advantages.
MarTech puts you in the driver seat of the management of your company
Think about how phenomenal it would be, if you as a marketer, would not be at the mercy of the next budget cut, but you could pro-actively control cost and realize your targets time after time. It might seem too good to be true, but it can be attained if you systematically build a MarTech stack, in which the needs of the company are in accordance with the available digital marketing tools. It often occurs that there is unlocked and hidden potential in the resources already available in the company.
In the next article I will elaborate on how individual marketing tools can work together. If you do not want to wait reading until then or you want to start building your company’s MarTech stack today, do not hesitate and send me an message with this form: