One thing that always interests me is where Martech is going. I recently had the opportunity to speak with Jep Castelein, one of Martech’s leading independent technical architects, who have worked on the most complex martech implementations in the world. Jep mainly focuses on Marketo customization and integration as he has been with Marketo for a number of years.
His vision of Martech’s future surprised me. They were demanding, uncomfortable … and safe. That’s why I wanted to share them. I say that in this comment Jep is referring to intermediaries: many of the clients he works with can be considered market leaders.
CRM will no longer be the center of the universe
I was shocked to hear this, but when I looked at the trends and my recent experiences I thought it made perfect sense. “Many entry-level teams see CRM (such as Salesforce.com) as the source of the truth,” Jep said. “But marketers know that it all depends on customer data and how they use the products or services. The information is usually stored in a data warehouse.”
The vast majority of companies view CRM as a registration system – here you have customer and account information. Several divisions such as sales, marketing, and finance cite CRM as a source of truth. The current strategy is to integrate a marketing automation platform, such as Marketo or Pardot, with CRM to target and generate important events.
The problem? The most valuable usage and configuration data are not in CRM. This information is worth its weight in gold – you can get a much deeper picture of usage and product data than the sales information.
It is also easier to combine and combine data from different sources in a data warehouse. Marketers can more easily create dynamic segments in real-time and make inventory data available more quickly.
Future email marketing and automation platforms will not have databases
I thought the following prediction would change me a lot and probably be difficult for most marketers today.
“Now think about it, you don’t have to have the same data in your data warehouse, MAP and CRM,” explains Jep. And these different systems generally don’t have data blocks. Keep in mind that even today’s major MAPs are not functional in terms of data analysis and management. My prediction: Future MAPs will be created to connect directly to the data warehouse.
Jep refers to the daily sync and update of data in different places. This is a huge increase, especially for companies that generate thousands or even millions of interactions per day. He suggests waiting until lunch to get accurate marketing data and be constantly interrupted by the differences between systems.
Therefore, MAPs do not have the ability to analyze and manipulate data to create complex segments. “Because MAP is directly integrated with the data warehouse, merchants can create their segmentation data in real-time and deploy faster campaigns,” said Jep. “Oh, and don’t forget to improve security.”
I’ve been a longtime advocate of data privacy and really impressed by it. The “security” that Jep refers to is essential for marketers to protect customer consent from malicious companies and agents. For many, marketing is interrupted by the introduction of new data platforms and processes because of the risk of data exposure. Marketers will breathe a lot more if MAPs don’t store customer information but use the data warehouse as their primary database.
Investing time and money in data synchronization will triple
Data synchronization refers to the flow of data between multiple systems. Marketing is increasingly involved in collecting different data on different platforms to get an accurate picture of the customer and to use the information in online and offline assignments.
While Jep said we will invest more in the data industry, he also points out that new leaders will be hiring data talent and devoting time and resources to these important initiatives. Full disclosure As a consultant I started working at Syncari, an automation and data management platform, because I believe that synchronization and data management is an untapped opportunity.
Marketers don’t use data to do good marketing, but it works
I hit my stomach for the last time, but I knew it was true when I heard it.
“Marketers these days think they are data-driven, but I would say they are just scratching the surface,” explains Jep. They use basic event data such as site visits, form filling, and email clicks. Correct and valuable information is provided on the use of products and products.
Au. But again, perfect. Typical marketing automation implementations target customers downloading content or clicking an email. But how much does it really tell us about your needs, plans, and perceptions?
Marketers also go a long way in determining customer intent based on basic signals. What are the best signs? Information requested by other platforms and information about the use of their system products. Some even rank these signals above surveys to gain insight into their customers. Write down the actions you want to invest your time and energy in, rather than asking about the client’s feelings.
Value of evidence
I found my interview with Jep informative because it was awkward at times. But it reminded me that marketing and technology are primarily about delivering value and seeking shared value for both the customer and the seller. This comprehensive theme aims to make these predictions and evaluate their validity.