The use of marketing technology tools has altered how internet marketing campaigns are planned and executed. Many digital marketing initiatives would be a guess without data and analytics for research and measurements. There are numerous tools available for current campaigns that give specialized options or features that can practically enable any marketing campaign while also making it entirely trackable.
However, how can marketing teams ensure they are getting the most out of their investment, which can frequently cost hundreds or thousands of dollars annually? Marketing teams are substantially investing in these technologies to ensure they can keep up with consumer needs and the most recent digital trends to engage customers. Marketers must assess how their technologies meet their needs and collaborate with different stakeholders to identify what is now achievable with the mar tech stack and what the long-term objectives are.
What is a marketing technology stack?
A marketing technology stack, often known as a mar-tech stack, is a group of technologies that marketers utilize to enhance and improve their marketing procedures at every stage of the client lifecycle. Marketing technologies are used to conduct tailored and proactive customer communication, analyze the effectiveness of marketing efforts and streamline internal collaboration.
Why Technology in Marketing Is Important?
The best approach to make sure that your campaigns are being properly tracked to reveal areas of campaign progress or issues is to use marketing technology tools and data.
Marketing attribution solutions, for instance, can give marketers a wealth of information about the buying process for their customers. A study cited by Convince & Convert found that appropriate attribution in marketing can boost campaign effectiveness by up to 30%. Marketers who want to track important metrics like conversion rate, clicks, and return on investment may do so with measures and attribution.
While Martech tools like these empower marketers to monitor opportunities and successes, many marketers struggle to make sure all tools are being used effectively, maximizing value and generating ROI.
5 Advance Strategies to Maximize Your MarTech Stack:
Now that we’ve established the need for Martech stack optimization, let’s look at five ways your Martech stack can increase ROI.
1. Review Your Channel Marketing Strategy:
You must comprehend your marketing strategy and the channels that will be used to support it to choose and utilize the marketing technology that is best for your needs. Understanding various marketing channels and which ones to employ is essential for achieving business goals and objectives. To increase your reach and increase conversions, start by analyzing your goals, audience, and competitors. Then, pick the marketing channels that best fit them. You should take into account some of these channels:
2. Examine Your Current Stack of MarTech:
Only 9%[i] of marketers make full use of their current MarTech stack. Take an inventory of your current tools and consider how you can use them differently to maximize your return on investment rather than constantly looking for new technology or tools. Before you audit the platforms you already have to find out what’s underused and what can be used to achieve your goals, define your goals and strategy first.
3. Identify the Right Tech Tools and Invest in Them:
Consider what functions and features are truly essential to your company before investing in a package of expensive tools. Determine the problems your MarTech stack should address first. Next, consult with all parties to determine whether the tools you’re considering match your particular business requirements. Be sure to consider how much time and effort would be required to train your teams to use these tools.
A tool’s deployment, management, and license fees may be reduced if it offers multiple solutions and is simple to use. Your risk of paying for features you don’t need or, conversely, spending money on inadequately robust tools will be reduced if you have a clear understanding of your needs before evaluating and selecting a solution (or multiple solutions).
4. Pick the Right Vendor:
When choosing a new solution, keep in mind that the business that developed the technology is just as significant as the technology itself. Your strategy for selecting the ideal vendor must be based on the requirements of your company that improve your ability to serve your clients.
When you contact a vendor, consider the following:
- Does the vendor disclose all long-term costs?
- Are there any additional fees associated with configuration, training, or implementation?
- Are they moving forward with a contract or offering a trial period?
- Do they have any third-party certifications that validate their procedures?
- Will they provide you with quality support once you become a customer?
- How reliable is the vendor, and do you think they’ll keep supporting and enhancing the product you’re thinking about?
5. Promote Sales & Marketing Alignment with MarTech:
Aligning the marketing and sales teams is essential for a seamless buying process and a satisfying customer experience, in addition to improving organizational efficiency and revenue attribution. Connecting tools to create automated workflows to move prospects to the bottom of the funnel is the first step in aligning marketing and sales.
Here are the two ways your marketing and sales teams can be prepared for success using your mar-tech stack:
- Make use of automated workflows that connect your sales and marketing platforms to gain a deeper understanding of the various touchpoints your customers use during the purchasing process.
- Identify metrics and KPIs that are significant to both the marketing and sales teams by bidirectionally syncing data. Obtain agreement from each team regarding the tracking and reporting of these KPIs.
How to structurize the marketing tech stack?
To become an effective marketer, managers first need to understand the tools and technology at their disposal. The marketing tech stack is the most important component of any business’s ERP solution, but it can be overwhelming to figure out where to start. The best way to get started is by understanding what each part of your stack does, who needs access to which one, and how they can collaborate on projects together.
Here are step-by-step processes for -How to structurize the marketing tech stack?
The structure of a marketing technology stack [with suggested tools]
In a perfect world, we’d be able to provide you with a generic Martech stack that could be used by any type of company. However, the truth is that every business is different, and how you run things will affect which technologies you might find valuable and how they should be set up.
For instance, a company that sells its goods or services to consumers (B2C) or businesses (B2B) will use different channels and marketing strategies to attract customers, and as a result, will require different marketing techniques.
Having said that, there are a few technologies you should take into account as you start to build your marketing technology stack. These are equally effective for B2B businesses
We’ll begin by dividing your marketing stack into three distinct phases:
- Evaluate and improve
Although the aforementioned phases have many sub-phases, we’ve selected the three that almost every business can relate to.
Attract: Whether you work in B2B or B2C marketing, you’ve probably experienced lead generation challenges. Given how competitive both markets are, it is not surprising that 61% of marketers cite lead generation as one of their top challenges.
However, traffic is the first step in the lead generation process, and our first group of marketing technology tools will deal with this.
- Google Ads – ad tech: Google Ads brings qualified people to your website and helps you create a successful ad strategy. Not only are you targeting users that show a specific interest in what you’re selling, but Google’s ads also act as the first point of contact for remarketing, email marketing, and conversion optimization are examples of lead nurturing techniques.
- CMS WordPress: The growth engine that drives a large portion of companies”s marketing is its blog, which is powered by WordPress. 43% of all websites on the Internet are powered by the content management system (CMS) WordPress. Yes, more than 25% of the websites you visit are likely powered by WordPress.
WordPress provides users with access to hundreds of themes that they can use to create anything from blogs to complete websites.
- iMetadex SEO Tools: Our unique approach to digital marketing helps you achieve your goals faster than ever before. Whether you’re looking to improve your website’s search engine optimization or boost your social media presence, iMetaDex™ will help you achieve success in no time!
- SEO tool Ahrefs: Would you like to increase the amount of organic traffic to your website? Here is a tried-and-true recipe:
- Choose a subject or keyword for SEO.
- Make a standout piece of content on that subject.
- Develop it. Construct links to it. List it.
- Webinars with Zoom: Zoom’s primary uses are one-on-one conversations and conference calls, but it’s also an excellent tool for running webinars that can draw traffic to your website.
- Nearly 100 webinars have been held using Zoom, and both the business user experience (it integrates seamlessly with your CRM) and the participant experience (unparalleled video quality) are top-notch. A zoom is a great tool for organizing, moderating, and managing your webinars. It’s also an excellent tool for running webinars that can draw traffic to your website.
- Engage: The truth is that buyers today are in complete control. They don’t want to fill out paperwork or wait around for protracted follow-ups. The bar for customer expectations has never been higher, and marketers must find a way to both meet and exceed them. To do that, we’ve put together a group of tools that will assist you in engaging your website visitors in a contemporary manner.
- Analysis and Optimization: Of course, selecting which of the tens of thousands of data sources to include in a marketing system is now half the battle for marketers. Do not fret. To help you get a 360-degree view of your marketing effectiveness, we’ve selected a few tools that can be woven throughout your mar-tech stack.
- Web analytics service Google Analytics:
- One of the marketing technology stack’s dependable workhorses. Indeed, current estimates for the number of businesses utilizing Google Analytics range from 30 to 57 million.
- The user interface (UI) is not the prettiest, and we frequently get lost in a confusing maze of filters and date ranges several menus deep. However, it is a universally acknowledged fact that Google Analytics is exceptional for the following reasons:
- Knowing the source of the traffic to your website
- What led them to you
- What materials they watched
- How long they spent on various pages of your website
- All of this offers countless data-backed optimization opportunities as well as limitless insight into your buyer personas.
- Conversion rate optimization:
- Conversion rate optimization (CRO) is a long-term process for improving your website’s conversion rate. We work with you to determine exactly what changes need to be made, and then we test them using real data from your site. If a change doesn’t improve your conversions, we’ll know which approach isn’t working for you so that you can focus on something else. Based on our findings, we find the highest-performing opportunities for your conversion efforts and implement those best practices into your overall site structure and copywriting. We also give you practical tips and tricks that will change the way you write copy (or face being fired).
Your online MarTech Stack is the backbone of your business, no matter how big or small it may be. It’s what drives customers to your website and lands you with future customers. The MarTech Stack is also responsible for keeping track of all of your marketing tools so that you can easily access data-driven insights and make smart decisions while managing all of your customer care issues. No matter how complicated or simple it may be, there are 5 simple ways you can boost the value of Your MarTech Stack
We at iMetaDex believe that search results are extremely important for every business, but for certain industries, search results could make all the difference. If you want to generate quality leads and boost your sales, iMetaDex will provide you with SEO tools that can help.