What are the essential steps to build a high performing martech stack? Whatever solutions you choose, it’s crucial that your tech stack enables you to meet evolving business needs, streamline workflows, optimize processes, and enhance customer experiences to stay competitive. Creating a strong martech stack is key for successful marketing to make sure your business runs smoothly and effectively.
However, with so many marketing technology solutions on the market (over 11,000 at last count), it can be difficult to know where to start and how to choose the right solution for your unique needs. In this blog, we will discuss the five key steps to build a strong martech stack for better effectiveness across your organization.
And it starts with integrating your tech stack.
A martech stack is a group of marketing tools that work together to enable different marketing processes. For example, you may use a digital asset management (DAM) solution to help scale digital assets or a product information management (PIM) solution for managing product information across channels. Whatever solution you choose to help manage aspects of marketing, you'll need to integrate those to work optimally.
By building a well-integrated martech stack, you can:
Reduce manual tasks: Automate manual work to enable team to focus on more strategic initiatives.
Improve data accuracy: Reduce the risk of errors caused by manual data entry, consolidate customer data, and organize unstructured data scattered across the organization.
Personalize your marketing campaigns: Deliver targeted campaigns across relevant platforms that resonate with your individual customers at scale.
Grow your business: Integrating key platforms helps optimize their functionality. Solutions just work better together when they are well integrated and their processes aligned.
If you are ready to start building your martech stack, here are five essential steps to follow:
Before diving into the world of martech solutions, it is imperative to understand your marketing team's specific needs and goals. Conduct a thorough examination of your current manual processes, identify pain points, and envision the desired outcomes. This initial step sets the foundation for selecting the right martech solutions that align with your business processes and objectives.
Choosing the right martech tools is a critical decision and different elements need to be considered. For example, are you looking for a SaaS solution, on-prem, or hybrid? How many solutions do you have in place today? Are there gaps? Overlap? Who will need to use the solution outside of marketing?
There are many things to consider when selecting a solution aside from just functionality and features.
One of the most important is the ability to integrate solutions. Look for solutions that seamlessly integrate with each other, ensuring a cohesive and interconnected marketing technology stack. Without that, the functionality of the solution may be limited, and may hinder the overall customer experience and user experience.
Workflow automation lies at the heart of efficient marketing operations. Integrating martech solutions enables workflow automation across platforms. It helps streamline processes, reduce manual tasks, and enhance collaboration across the organization. This step ensures that marketing programs run smoothly and that silos are eliminated.
An integrated marketing stack relies on effective automation and integration. Connecting your martech solutions allows for real-time data sharing and coordination. This integration minimizes data issues, providing a more accurate and comprehensive view of customer interactions. As a result, digital marketers can make informed decisions and execute targeted campaigns with precision. Integrated solutions mean that data is accurate and usable across the ecosystem. This help improve analytics across the organization, not just in marketing.
The martech landscape is ever evolving, and it is crucial to continuously optimize your marketing technology stack. Regularly assess the performance of your martech solutions and the workflows and processes they enable. Stay abreast of industry trends and updates, ensuring that your martech stack remains a strategic asset to enable your business and meet changing business and technology challenges.
To ensure integration across the martech landscape, again look for solutions that automate and scale. OneTeg, a no-code workflow automation and integration solution helps teams connect their ecosystem.
OneTeg Connectors connect any solution in your tech stack. Niche Connectors for inriver PIM to OpenText DAM and syndication solutions are ready out of the box.
Contact us today and we can help ensure your martech stack is integrated and optimized.
CyanGate, LLC
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