The Marketer's Resolution: Take Control of Your Martech in 2019
Jan 02, 2019 Emily Brungard
The biggest challenge marketers will face in 2019 is the same thing that caused trouble in 2018, 2017, and every year before that. Can you guess what it is? I’ll save you some time: technology.
There’s something called “Martec’s Law” that explains the issue simply: Technology changes exponentially (fast) while organizations change logarithmically (slow). Basically, companies can’t keep up (sounds familiar).
All of this tech is meant to make marketers’ lives easier, but with constant updates, improvements, and new additions, how can we keep up?
Finding these martech tools is the easy part. Buying SaaS tools is as easy as calling an Uber or ordering pizza delivery — which can lead to impulse purchases that you don’t have time to learn to use. The acquisition pain that used to lead to months of planning has become an afterthought. As a result, you’re left with powerful martech stack that you only use 10 percent of.
If you’ve got one too many martech tools or just want to unlock the power of your technology, this is where to start.
Take Inventory of Your Tools
Make time to analyze and rationalize your martech stack at the beginning of the year. Not only will this help you find ways to get more from your best martech tools — it’s a chance to get rid of tools you don’t need. Try visualizing your tech stack to truly understand its breadth. It’s a great exercise (New Year’s resolutions have to include some exercise, right?) to uncover all the resources in your marketing toolkit and consider the role they play in your organization.
Ask yourself: How does your martech stack align with your marketing objectives? If your tools don’t match your 2019 marketing plan, why are you wasting budget and time on them?
Mind the Martech Gaps
After you’ve analyzed your marketing tools, it’s time to search for the gaps in your stack. These gaps might not actually be technology-related: in some cases, they could be a lack of time, experience, or knowledge. Or, on the other hand, the gap could be that your tools don’t play well together.
Let’s say you’re paying for Salesforce Marketing Cloud but only using it for email. You’re using separate paid advertising and social platforms, and your goal for 2019 is to incorporate more mobile marketing and personalization into your messaging. After analyzing your martech stack, you might notice a gap in technologies — or rather, an opportunity to consolidate your marketing tools under the Marketing Cloud umbrella. Not only does this create a central source of truth, but it also cuts costs. Plus, when you make the switch, you can tap experts who know Social Studio, Advertising Studio, or any other Marketing Cloud program like the back of their hand.
In a perfect world, managing and analyzing your martech stack would be an ongoing process. But in the real world, things get busy. In 2019, resolve to check in on your martech stack quarterly to ensure that you’re using what you have and that you’re not paying for tools that aren’t being used.
At the end of the day, it’s important not to lose sight of why we use martech tools: to provide remarkable customer experiences. If your tools aren’t contributing, consider cutting the cord. Take some time to make sure that your martech stack supports your mission and critically evaluate how every product in it affects the customer experience.
If you’re in a rut with your marketing tools, consider working with an on-demand marketing expert who can help you in every step of the marketing process, from implementation to execution to analysis and everything in between. Contact us today to learn about our marketplace of talent.