![]() ![]() For smaller businesses it could be a lead management tool used by sales and marketing. Normally this is a CRM solution in your average medium sized business. Identify the base of your technology stack – this should contain a wide range of data, and be used by as many people across the business as possible. This is enough to make any marketers head explode! Integration starts with the base systemīack to integration. The real dilemma – do you keep emailing the top responders? Do you manually check to see what stage of the sales process each of the top responding contacts are at with the sales team before sending each email? And can you fit that in while importing new contacts to the email solution, and exporting more data out to pass back to the sales team. Now you need to summarise information, export what you can, import it back into the original tool, then finally pass it to the sales team. You sales team only have access to the CRM/Lead Management tool. Now you hit a problem – all of the interesting data is in the email marketing solution. You’d like the top 10% to be followed up by your sales team. Using click through data you score the contacts based on how well they interact with your emails. It’s easy to export this data and add it into your email tool as a list. In your CRM/Lead tool you have contact details of people you either currently do business with, or would like to do business with. Let’s say you have a CRM, or a Lead Management tool, and an Email Marketing Tool. To do this you need to integrate your key technologies, which isn’t as complicated as it sounds… Integrating your Marketing Stack technologies Your MarTech stack should be built to use it, optimise it, and make the most of it. ![]() It is valuable and offers competitive advantage, whether you are a large or small organisation. Your data – be it customer data, performance data, website data, keyword data, etc. It’s important, even if it may be slightly scary. I’d like to highlight the word data at this point. Deciding how to combine the data across the various solutions. What you are likely to purchase in the next few years,ģ. If you don’t plan your Marketing Stack now, what will happen when you are using a ten-tiered stack? The secret to Marketing Stack Successīuilding your stack does not mean immediately going out and buying lots of expensive tools, that you may not have time to use anyway!īuilding a marketing Stack involves three main stages to go from As-Is to a perfect marketing stack:Ģ. How often are you emailing information at the wrong time to the wrong people? Is your email marketing solution integrated with your customer and/or lead database/CRM/ Marketing Automation solution? If it isn’t, the data coming out of your email marketing solution is certainly not as useful. Why your marketing stack matters is easy. With a customer database, an email marketing solution and a website powered by a CMS you already have a three tiered stack. Jump forward to today and every company has a marketing stack, even if they don’t realise it yet. What does the Marketing Stack mean for me?īack in 2011 a Marketing Technology Stack was mainly something for the CMO’s and CIO’s of international corporations to debate and choose between. ![]() Much as data analysis has become a necessary skill for marketers, having an up-to-date knowledge of existing marketing technologies, how they work, and if they are worth it – is going to become the new normal. If you work in marketing, I believe it will affect all of us within the next 12 months. If you haven’t yet heard the phrase ‘MarTech’, consider this your introduction. ![]() The topic is becoming a big deal as the number of technologies available to marketers increases as does the proportion of the tech budget that marketers are in control of. A Marketing stack is the collection of marketing technologies used by a company to achieve its marketing objectives. ![]()
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