How to tell if you’ve outgrown your martech

Each company goes through different stages of growth. It is essential to understand how technology can help marketers at different stages of growth. The technology you invested in when you started a business usually doesn’t match the way your business has developed.

Therefore, marketers need to reconsider the tools they use during each stage of growth and take this marketing technique to the next step to further expand their business.

A recent MarTech survey found that about 83% of companies replaced a marketing technology application last year. An important conclusion of this research is that marketers must accept the changes. Clearly, improving the stacks of marketing technology has advantages. But the biggest challenge that many companies face is when they need to do this.

Once growing marketing teams find a stack of matches that “work well,” there is usually no clear benefit in turning things around. With this inertia, however, marketing teams can stabilize and lose opportunities and revenue.

Join Michael Trapani, senior director of product marketing and partner at Acoustic, in his Martech briefing, where he shares ideas and advice on working with customers for more than a decade to choose their “real” Martech instrument.

After entering the session, you will learn how to continuously test the pressure and how your instrument works and whether it is broken. You too:

• Recognize when you’re ready for advanced features like customization

• Determine whether additional e-mails are worth investing to pursue multi-channel engagement

• Determine when it’s time to prioritize personalized and predictive communication throughout the life cycle

• Know when to invest in reliable analytics

Recent data tells us that more than 80% of marketers updated a MarTech app last year. But there is often a reluctance to change the course between medium and medium brands. Once growing marketing teams find a stack of MarTechs that “work well,” there is usually no reason to change it. However, this inertia can stabilize marketing teams in the process and lose opportunities and revenue.

Michael Trapani, senior director of acoustic products and marketing partner, will work for more than a decade for customers who choose their “real” MarTech instrument:

• How to constantly test the pressure and determine how the instruments work or break

• Recognize when you’re ready for advanced features like customization

• Tips and tricks for determining whether it is worth investing outside of email to seek multichannel engagement

• Guide to know when to prioritize personalized and predictive communication throughout the life cycle

• Understand when a solid investment in analytics makes sense

Here are the three signs that you have overtaken your current Martech platform:

1) You are stuck in the age of a channel

As a resource, marketing technology is out of date and is just a channel for email marketing, leadership, and simple points. As their popularity and usage increased, so did their creative abilities and interpretations.

Today, many marketers are moving beyond the single-channel approach and are looking for better integration options, a global channel approach, or more advanced relationships. They want to build an ecosystem of marketing tools from their platform.

If you are one of the big four (Marketo, Pardot, Eloqua, and Marketing Cloud), you may need more training to reach the full potential of what Martech offers.

But if your needs are based on real needs to “do more”, it could mean that your marketing efforts are out of date and no longer capable of your current technology.

In this case, a simple and economical assessment of your current marketing automation strategy will help to highlight the current state of marketing maturity in your business and whether MA technology supports or hinders this progress.

2) It costs money and does not prove the ROI

This is a simple question: will you get your investment back?

If the answer is no, it can be one of two things.

1. You have not completed the cycle and therefore cannot prove that your marketing activity has really paid off.

2. You simply pay a lot for what you get.

Your license fee has increased because you have expanded your marketing database or simply purchased the wrong platform for your business needs.

Both are relatively easy to fix and do not necessarily mean that they have to migrate to a new platform. Closing the loop can be as simple as performing a Martech Spine ™ assessment to ensure that CMS, CRM, and MA technologies communicate correctly.

Periodic data verification ensures that the limits for database fees are not exceeded. This is something you need to do to migrate.

3) Fill the world

Realizing your potential can make your Martech platform inseparable from the rest of the business, from sales to customer service, through your recruiting and staffing teams. As your business grows and develops, so does the technology you use.

Consider a company that works and grows in a regional division of several countries. As the company expands its local marketing operations, a single platform can quickly become disorganized, as central marketing focuses on advertising campaigns for its regional teams.

Sending one million emails a week can make the performance very difficult.

With the right Martech platform, you can scale and standardize your marketing efforts using workspaces and partitions, creating better customer experiences, manageable reporting practices, and a scalable marketing process.

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