What is a marketing technology stack?Ī marketing technology (or martech) stack is the collection of technologies that marketers use to optimize and augment their marketing processes throughout the customer lifecycle. We’ll also show you how your business can navigate the marketing technology landscape to build a flexible, productive marketing tech stack that can help scale your business this year and beyond. (Hint: marketing tech stacks are getting smarter, sleeker, and infinitely more streamlined.) With that in mind, we chatted with leaders from some of the fastest-growing software companies – including Hubspot, Clearbit, Aircall, Heap, and more – to get a sense of their vision for the year ahead, which areas they’re investing in the most, and their tips for creating a winning martech stack. We wanted to know how businesses were defining and redefining their marketing tech stacks and using marketing technology to help them reach their goals. These modern martech stacks are empowering marketers to do more with less, which is ideal for teams that are trying to boost efficiency and business resilience. “These modern martech stacks are empowering marketers to do more with less, which is ideal for teams that are trying to boost efficiency and business resilience”Ī new wave of low-code and no-code marketing technology is making it easier for marketers to own the tools they work with – without having to be coding experts or rely on outside agencies to make things work. To meet people where they are, and build meaningful relationships at each stage of the customer journey, marketers need an integrated marketing technology stack with tools that foster personalized engagement. As digital offerings across industries become more sophisticated, consumers want their interactions with brands to be seamless, customized, and engaging (that’s not too much to ask for, is it?). This not only saves time and makes marketers more efficient, it reduces the amount of budget required for effective campaigns.Ĭustomer expectations are also higher than ever before. These days, teams want a simplified, integrated martech stack so they’re not wasting time jumping between tools or manually transferring information from one place to another. Thanks to the impact of the COVID-19 pandemic, marketers are under more pressure than ever to get more bang for their buck, and that means they’re looking for tools that have a big return on investment (ROI) attached to an acceptable price tag. One thing is clear: this market is HUGE.ĭespite optimism from marketers that spending would bounce back in 2021, marketing budgets dropped to 6.4% of overall company revenue. He revisited his landscape research in 2021 and confirmed it is indeed not shrinking. Known as the Martech 5000 – nicknamed after the 5,000 companies that were competing in the global marketing technology space in 2017 – it’s said to be the most frequently shared slide of all time.īy 2020, Brinker had added more than 2,000 vendors – that’s over 7,000 marketing software companies fighting for the same buyers’ attention in a $121 billion dollar industry. You might be familiar with Scott Brinker’s famous marketing technology (martech) landscape slide. With thousands of options to choose from, how do you pick the marketing technology that’s right for your business? Creating a martech stack that helps you to deliver real business impact is no small feat.
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