More on Marketing Tech: Why One System Isn’t Enough

You may have read my last blog post about how marketing technology is a must-have in today’s industry. Marketing has changed: Revenue pressure keeps growing, customers have more digital demands and lead qualification requires more criteria. Marketing tech is now your one greatest need, but it’s not one simple purchase. The truth is that there is no one perfect system.

To tackle your unique, multi-layered set of challenges, you need a multi-layered set of tools. And all of those tools need to work brilliantly together as one cohesive solution — a technology stack. You may be thinking, “Shouldn’t we tackle complexity with simplicity?” We should, and we can: The right tech stack is brilliantly simple. But you have to understand the important parts and how they work together. Let’s break it down:

Why the stack is important

You can’t expect one employee to be an expert at everything, right? Marketing tech is no different. It has to manage buyer journeys at every stage and manage your sales funnel by connecting marketing to sales. It has to leverage multi-channel campaigns — email, traditional advertising, social media and more — and gather metrics and analytics so you know how well those campaigns are working. Technology performance requires team effort, just like people do.

Why integration is critical

Simply having multiple systems isn’t enough. They have to integrate seamlessly together in order to optimize every phase of your operation — so none of your complex challenges go unattended. The data you collect has to travel accurately to every part of your tech stack. And while that sounds straightforward and certainly critical, integrated data hygiene and traffic is surprisingly rare among marketers. According to Ascend2, only 25% of marketing tools are fully integrated.

Why you need the right operators

Marketing tech isn’t just a fancy email blaster anybody can figure out. It’s elaborate technology that requires skilled people to operate it, and you may not have those people in your operation yet. According to a study by Capgemini, more than 90% of companies surveyed do not have the necessary skills on staff to properly use marketing technology. I tell marketers that finding the right experts is the most important part of finding the right tech stack ─ because without people who know how to operate it, it doesn’t operate for you at all.

If you’re ready to build your technology stack, we can help! Find out how to get started in our latest e-book, Marketing Technology’s Broken Promises (And How to Get What You Pay For).

Tim Cook

Tim is the former vice president of client services for The Mx Group. Previously, Tim held senior marketing positions at the global outsourcing firm Convergys, where he served clients at McCann and Resource Marketing. Tim is a graduate of Stonehill College in Easton, Massachusetts. He also completed certificate programs in integrated marketing communications and change management at the Chicago Graduate School of Business.

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