How to Build a Flawless MarTech Stack for Your Organization?
If you are a marketing operations professional, what is that one important question that is bothering you the most in terms of the roadmap of your marketing strategy? Well, I understand that with the growing amount of people, data, and all that data privacy concerns, you have more than one reason to be worried. But did you know that with a flawless MarTech stack, you can overcome all the probable challenges that might block the road to your business success?
What is MarTech Stack and Why is It Important?
MarTech stack is the assortment of advanced and related marketing technologies and tools that help streamline your entire marketing process by offering a logical and functional format. It is used across multiple digital channels such as CMS, CRM, Web Analytics, Advertising Platforms, and at different stages of an organization’s customer journey for an efficient digital marketing campaign.
MarTech stack offers 360-degree monitoring and control on the marketing data management, analytics, automation, and CRM processes. It also focuses on the challenges that a buyer might face and rationalizes the problem areas, helping your organization retain, nurture, and increase its customer base. Moreover, the MarTech stack provides you with actionable insights from the data collected. It aids you in making informed decisions with the help of the right technology and skill set.
MarTech stack is the backbone of your organization’s marketing technology infrastructure and strategy. The goal of building a MarTech stack is to yield enhanced results by integrating cutting-edge technology into your digital marketing campaign.
“According to findings from a Gartner CMO spend survey, MarTech budgets accounted for 29 percent of the total marketing expense budget in 2018–2019,” [Marketo].
But the challenge in building an ideal MarTech stack is selecting the right technology from a list of thousands, making them user friendly, and setting them up to leverage the best possible benefits. To help you get the best ROI from your marketing investment and gain a competitive advantage in the industry, here are some guidelines for building your organization’s MarTech stack:
Automate Your Marketing System
With the increasing workload and the rapid innovation in technology, it is time to share some of our work with the machines. Automating the possible areas of the marketing system helps you to create more leads in less time and develop better customer relationships. A well-developed marketing automation tool not only focuses on building enterprise-grade power but also on consumer-grade ease-of-use.
By constructing your MarTech stack around automation platforms, you can easily analyze the stored customer data, which in turn can help you produce a customer-centric marketing campaign. Moreover, creating great customer experiences keeps you ahead of your competitors in the industry.
Never Tamper Your Marketing Strategy
With the availability of so many marketing tools and the pressure of success, one can easily get carried away to a point so as to change the entire marketing strategy. This might create confusion in the system and turn out to be a massive digital marketing failure. Thus, always remember to stick to your strategy first and select technology that fits your marketing strategy. To achieve your business objective, you need to build your MarTech stack around your sales and revenue-driving strategy.
Segment and Document All the Data Collected
If your business is on the right track to success, your data center must be overflowing with uncontrolled and oversaturated data. That’s what a modern, booming business looks like, but only up to a point when all the abandoned data gets messed up due to lack of documentation of the ever-evolving data.
To maintain long-term success and avoid data integrity issues, you need to label all your customers and business history. This offers easy access to the data whenever needed and is also easy to understand for new employees.
Give Your Strategy the Highest Priority
Build your MarTech stack in a way that it easily collaborates with the rest of your team and will continue to do so in years to come. Even though you will have to keep upgrading your system with the innovations in technology, you cannot frame your MarTech stack based on your short-term goals because switching systems can be expensive.
You need to make a prior analysis of how each of your movements might mark the future of the business and develop the MarTech stack accordingly. Also, there is no point in wasting time looking for the forever-technology, since we all know that the concept of forever-technology is a farce. So ideally, you must opt for technologies that will sustain your business until the next disruption.
Run an Audit
Technology can create wonders, but similarly, even a small overlooked error can cause great damage to your entire plan. Thus, before stacking marketing tools and technologies, it’s important to run an audit of everything, including marketing automation, web analytics, conversion rate, sales enablement, social media platforms, and all other paid media. This helps you analyze how accurate your final MarTech stack will be and also gives you a scope to mend any issue detected.
Benefits of a Good MarTech Stack
- It offers faster and more accurate information to the users in real-time. It also prompts any action taken by the user to keep a chronological track of customer movement.
- Provides better security to customer and business data by monitoring how and by whom the database is being used.
- Provides you with a stronghold to the centralized data by collecting all information at a single platform where it gets recorded and analyzed with the help of business analytics tools.
- Eradicates the extra burden on your IT team to develop custom integrations, with the help of the built-in data infrastructure tool.
The disruption in marketing technology has developed complicated procedures that get more difficult to manage with the growth of the business. But that can’t be a reason for you to deny a great chance of success.
So if you are motivated to gain your business objective, build a MarTech stack that will help you embrace a methodical approach towards marketing for simplified operation. Once aligned into the system, your MarTech stack will engage more buyers, drive higher revenue, and to be honest, this is the best time to leverage the benefits of technology to drive organization growth.