How To Design Your Martech Stack

How To Design Your Martech Stack
SHARE
THIS



In this opinion piece, TBWA\Australia’s director of customer experience, Billy Loizou, gives some pointers on developing the ultimate martech stack.

Today in 2017, the marketing technology boom has birthed over 5,000 software brands… and counting.

As our attention spans have reduced to roughly tweo minutes thanks to the influx of social media content, the sheer concept of selecting a technology provider has become more complicated than ever for marketers of today.

For those of you unfamiliar with the term ‘marketing tech stack’, here is brief description courtesy of Optimizely:

A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Often, the focus of marketing technologies is to make difficult processes easier, and to measure the impact of marketing activities and drive more efficient spending.

In simplest form, it’s any piece of technology a marketer uses to reach a customer. The complex part is in order for them to reach a customer with the right content and be effective they all need to speak to each other.

WHY SHOULD MARKETERS CARE ABOUT THEIR MAR TECH STACK

The whole notion of sending the right message, at the right time, via the right channel underpins the importance of getting you marketing technology stack correct. According to chiefmartech.com, only nine per cent of marketers today have a fully utilised marketing technology stack. The opportunity here is enormous, however, here are the biggest challenges marketers will need to address:

  1. Technology systems aren’t integrated

With multiple tools, data silos can develop where you can’t extract or combine data from different applications without manual export processes. This causes a lot of ambiguity and can lead to mixed customer messages.

  1. Data is inconsistent.

We all want the dream of having a single customer view – it’s an aspiration for most businesses. The reality is that data in different business systems will report different values, so there is no single version of the truth.

  1. Customer journeys can’t be executed or tracked across multiple channels

The customer journey is not linear, is extremely complex and does not only exist on the channels you own. When you start to combine traditional above the line channels, then move to below the line channels across different devices the variables here are almost infinite. Once a marketing automation solution is rolled out across your business, operationally, staff aren’t correctly trained and processes haven’t changed with the times.

Having a clear marketing technology strategy will in essence enable you to start planning for the future and not trying to eat the whole elephant with one mouthful. It takes patience and needs to be a company-wide decision – not just a marketing one.

UNDERSTAND YOUR CURRENT MARTECH STACK

The first place to start is to gather as much information as you can on the current marketing technology stack. A simple way to break it down thanks to Acrolinx (winner of the Stakie award in 2016) is to follow the 5C’s model:

  1. Contacts: What technology/tools are enabling you as a business to prospect new customers and drive lead generation (i.e sales navigator, prospect.io, LinkedIn)?
  2. Connections: What technology/tools are enabling you to connect and interact with your customers across multiple channels (i.e marketing automation, social channels, company website)?
  3. Content: What technology/tools does your company use to create, publish and optimise content (i.e Adobe Creative Suite, iMovie, Canva)?
  4. Customer: What technology/tools are capturing and storing all your precious customer analytics and data (i.e Salesforce CRM, Google Analytics, HubSpot)?
  5. Collaboration: What technology/tools does your company use internally to centralise operations, manage projects and workflows (i.e Slack, Sharepoint, Trello, Microsoft Outlook)?

Once you go through this exercise, it is much easier to visualise your current marketing technology stack and how it is starting to come together. See an example below which has utilised the Acrolinx model.

CREATING A FUTURE STATE MARTECH STACK

With so many choices, it’s essential for marketers to have a clear understanding of which technologies are most fundamental to their business goals and to understand how technology can help them positively affect their business and customer experience. In order to understand where to focus your investment here are some key areas to ponder over in order to create a technology roadmap to aspire to:

  1. Areas of improvement [crawl]: Where do we as a business feel we are under utilising existing technology and not getting a clear return on investment?
  2. Existing pain points [walk]: Where is our current technology causing bad customer experiences and impacting business growth?
  3. Technology gaps [run]: Where are our largest technology gaps we need to plug in order to improve our customer experience?
  4. Areas of opportunity [fly]: Where should we pioneer and leap frog the competition through innovative technology solutions?

Ultimately, starting this transformation requires you to have the right team on board, aligning marketing and IT departments with a shared vision, and lastly, the budget.

 

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]