MarTech Stack Challenges and How to Get Past Them - PowerPoint PPT Presentation

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MarTech Stack Challenges and How to Get Past Them

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A strong MarTech stack will help you engage existing customers and move prospects down the sales funnel. What challenges do businesses face and how can you overcome them? – PowerPoint PPT presentation

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Title: MarTech Stack Challenges and How to Get Past Them


1
MarTech Stack Challenges and How to Get Past Them
  • Executing competitive marketing campaigns has
    never been more difficult. Todays marketing
    teams must be equipped with the necessary
    technologies in order to scale up, stay within
    budget, outperform competitors, and achieve a
    return on investment. Of course, doing all of
    this manually is impossible. Thats where the
    marketing technology you choose, often known as a
    MarTech stack, comes into the picture. In this
    blog, we will discuss the challenges that
    businesses face when creating or improving their
    MarTech stacks and how businesses can stay out
    of them.
  • Tech stack integration
  • The goal of marketing technology platforms and
    tools is to simplify tasks, but if you build a
    stack without a defined plan, you run the risk
    of these platforms and tools operating in silos.
    Make sure every component in your stack can
    connect with one another, as marketing
    technology integrations save both resources and
    time.

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  • Aim for integrations that enhance your workflow,
    which means that tasks and operations should be
    automatically triggered from one piece of
    technology to the next. Your integration must be
    data- driven. In order to avoid having
    inconsistent and perplexing data that makes it
    difficult to assess the success of your marketing
    efforts, it is important that the data be
    synchronized across several platforms in real
    time.
  • Try to understand how the integration will be put
    together when you decide which solutions to
    include in your MarTech stack. Next, focus on
    how the data will be exchanged. Additionally, run
    internal tests to make sure the workflows
    function as planned.
  • Selecting the right MarTech stack
  • We all want to use the most up-to-date
    technology, but adding
  • innovative platforms and applications when they
    arent genuinely necessary poses the risk of
    cluttering your stack. After all, having
    different systems and platforms can make managing
    relationships and integrations challenging.
  • You wont make much progress with marketing
    solutions that are set up incorrectly or that
    use irrelevant metrics. And because of this, its
    crucial to consider it as a single technological
    system rather than a collection of different
    tools. You must prioritize simplicity of use in
    addition to making sure your marketing stack is
    completely connected, since doing so will help
    you save both time and funds on things like
    training and guarantee that your team is making
    the most of the technology you choose.
    Additionally, make sure your stack

3
  • enables audience segmentation because more
    tailored marketing messages have a higher
    likelihood of standing out in the competitive
    space.
  • Determine precisely the tasks that must be
    completed before choosing, designing, and
    optimizing your tech stack. Do not simply add
    more tools as new technologies come into the
    market or as new problems arise.
  • A strong MarTech stack will help you engage
    existing customers, move prospects down the
    sales funnel, and increase sales.
  • Stack Bloat
  • Marketing teams might want to work on the latest
    technology, which can result in a bloated tool
    stack with a lot more tools into one than
    actually required. Think of your tech stack as a
    single integrated system of technology rather
    than a collection of individual tools while
    developing and optimizing it. Teams can prevent a
    bloated stack of underutilized technology by
    first determining precisely what tasks must be
    completed by their entire tech stack rather than
    continuously adding new tools as new problems
    arise.
  • Take a step back to examine your complete MarTech
    stack and spot any functional overlap between
    various tools if youre starting to suspect that
    your current technology stack might already be
    overstuffed. Working with MarTech integration
    professionals can assist in identifying
    opportunities to reduce stack bloat across your

4
  • technologies because it can be challenging for
    internal team members to see the whole picture
    objectively.
  • Dealing with data and privacy
  • Customers today want to know that their personal
    data is secured, and with numerous data policies
    being implemented in markets all around the
    world, its more crucial than ever to take
    privacy seriously and exhibit transparency and
    reliability.
  • Analyze the data policy of each technology by
    mapping your current stack. The best services
    and platforms are frequently offered in
    software-as-a-service (SaaS) and cloud storage
    formats, both of which present a number of
    security risks that you should be aware of.
    Additionally, whenever youre thinking about
    adding a new product or platform to your stack,
    make sure the seller complies with CCDPA and
    GDPR, and give preference to those who take
    additional security precautions above what is
    required by law.
  • Similar to this, if many users are managing the
    same accounts and using the same login
    information, you should often update your
    passwords, implement two-factor authentication,
    and regularly remove users who have left the
    company.
  • Overinvestment in Tools
  • Without enough research, teams risk wasting money
    on either
  • expensive tools they dont need or several tools
    that each do a very

5
specific job. Since many platforms come with
built-in eCommerce capabilities, many businesses
might cut their spending on digital commerce by
more carefully incorporating their digital
commerce strategy within their content
management systems (CMS). The team may
occasionally buy marketing products without fully
understanding their capabilities and tech
integrations. It is practically hard to
determine if a tool is the best choice for
achieving your goals without having a clear
understanding of its value. Working with
specialists in MarTech tools can help teams
choose the solutions that are best suited for
their objectives and existing knowledge while
not overspending on the marketing technology
they require. Wrapping Up Marketers who have a
MarTech stack that is well optimized can deliver
relevant experiences to the appropriate clients
across all touchpoints, increasing engagement,
conversion rates, and ultimately ROI. Because of
how quickly marketing technology is developing,
teams may find it challenging to manage complex,
disconnected tech stacks. It takes optimizing the
stack and simplifying it with specific marketing
objectives to turn MarTech into business
outcomes. Leaders in marketing must also think
about developing teams to handle the management
and use of these technological resources. Its
crucial that the tools or platforms you choose
support the current stack and speak to each in a
logical and connected way if you want to make
sure that your MarTech stack
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produces a seamless customer journey,
accomplishes your marketing goals, and enhances
productivity. About Ciente ? With Ciente,
business leaders stay abreast of tech news and
market insights that help them level up
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