Marketing technology (MarTech) is the term used to describe software and hardware that helps you manage your marketing efforts.
You can use MarTech to improve every aspect of digital marketing—from tracking your web traffic and analyzing customer behavior on social media to create targeted email campaigns and automating other tasks that would otherwise take up valuable time.
However, just because there are so many options available doesn’t mean it’s easy to pick out the best ones for your business.
Making sure you have a strong MarTech stack may be one of the most important things you do if you want your brand’s marketing efforts to succeed!
So how do you create a strong foundation for all of your future projects?
Make sure everyone in your company understands the benefits of having a MarTech stack
When you’re introducing a new MarTech stack, it’s important to have everyone in your company on board.
The benefits of having a MarTech stack are numerous–you’ll have a single source of truth for all your marketing data and automation tools, which makes it easier for everyone in your organization to access and use this information.
You’ll also be able to manage all of your marketing analytics from one platform instead of having separate tools for each department or function within the business (e.g., sales, marketing).
When presenting this idea to others in your company, make sure that they understand why having a MarTech stack is beneficial for them–it will help them save time by eliminating manual processes related to managing data across multiple platforms and making sure everyone has access to the same information at any given moment in time
Determine what data you need, and which types of data are most important to you
To determine the right data to collect, you must first understand what data matters to your business.
Are you looking for insight into customer behavior? Or do you want to know how well a campaign is performing?
Once you’ve identified what types of insights and decisions are most important, then it’s time to start thinking about what kind of technology could help deliver them.
Choose a MarTech vendor that can handle all of your marketing needs
A MarTech vendor should be able to handle all of your marketing needs.
This includes lead generation, customer service, and automation.
Your MarTech stack should also be mobile-friendly so that everyone in your organization can use it anytime and anywhere.
A good example of this is Salesforce Einstein’s automated intelligence platform that uses machine learning algorithms to parse data from multiple sources including CRM systems like Salesforce as well as external data sources like social media channels or emails sent by customers who have been identified as leads by the system itself (i.e. if someone signs up for an email newsletter).
The result is more accurate predictions about what content will resonate with each consumer based on their past behavior instead of relying on assumptions made by humans alone which means higher conversions rates across all channels because they’re tailored specifically based on an individual’s needs rather than being genericized across everyone else like traditional advertising methods tend towards doing
Make sure that the vendor can provide automation for every stage of your marketing process
Automation is important for lead generation, but it can also help you convert those leads into customers and retain them.
In addition to automating the first stage of your marketing process (lead generation), you’ll want to make sure that the vendor provides automation for every stage of your marketing process, from lead generation through customer service.
Vendor has a mobile-friendly platform
- Make sure that the vendor has a mobile-friendly platform so everyone in your organization can use it anytime and anywhere.
- The mobile experience should be intuitive, easy to use, and accessible on all types of devices.
Rapidly adopting new technologies and processes
When you’re looking at vendors, consider how quickly your agency will be able to get up and running with new technologies or learn new processes.
If your agency is not well-versed in the latest marketing technology, then you must find a partner who can provide training and support.
Also, make sure that any technology solution you choose will allow for quick implementation of features such as automated email campaigns or chatbots–especially if the goal is to reduce churn for existing clients by increasing engagement through improved communication channels.
Assessing support team’s training and responsiveness
You should also find out how well-trained their support team is and how responsive they’d be in an emergency or during off hours.
The last thing you want is for your business to suffer because of a technical issue and no one’s available to help with it.
If you’re looking for a new solution, ask the vendor what their current customers think about them.
Do they have positive reviews? Have there been any complaints?
If so, what did the company do to resolve them?
Facilitating the work of all departments within an organization
A successful MarTech stack should facilitate the work of all departments within an organization.
To do this, it must integrate your marketing and sales teams, provide a single source of truth for your customer data, provide a single source of truth for your marketing data and sales data (which means no more duplicate entries), and finally provide a single source of truth for customer service data (so the team knows when someone has called about an issue).
In conclusion, a successful MarTech stack should facilitate the work of all departments within an organization.
It should also be easy to use and flexible enough to accommodate any changes that may occur over time.
It’s important to remember that the right vendor will not only provide you with tools that are compatible with each other but also help your team learn how best to use them together so everyone benefits from their use!