How Marketers Can Generate Maximum Value from Their Tech Stack?

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If the implemented tools are not producing the desired results, marketers need to make strategic data-driven changes in the process to improve the tech stack’s return on investment

Businesses are under more and more pressure to reduce costs and find creative ways to get more done. Tech stacks are frequently the first to come under scrutiny, having increased from being a small fraction of the budget a decade ago to a sizeable portion of the pie. Whether through consolidation or strategic use of current tools, marketers need to get more out of their existing tech stack. Business leaders need to empower their teams to focus more time on important tasks as they navigate economic uncertainty.

This means ensuring their time is used on the most strategic and practical projects that effectively handle business demands and provide customers with more value. Marketing teams now spend a large portion of their working week coordinating the cost of work, which includes finding information, transitioning between apps, handling shifting priorities, and chasing the status of projects. This affects both productivity and employee experience because more workers find that duplication of effort and wasted time limit their ability to impact significantly.

CMOs need to consider assessing how the martech tools assist their company in achieving its objectives.

Strategic data-driven changes should be made to improve the tech stack’s return on investment (ROI) if the implemented tools are not producing the desired results.

The methods listed below can help marketers make marketing technology more valuable.

Examine each marketing channel’s tactics

B2B companies must comprehend their needs and design an effective marketing strategy across multiple channels that meet the requirements to make the most of their marketing technology stack. Teams working in B2B marketing should use the media that support the organization’s mission. To choose the best channels to increase reach and conversions, consider the business objectives, target market, and competitors. The right tools that seamlessly integrate should be part of the marketing tech stack to speed up the process. In addition, robust tools exist on the market that consolidates all marketing channels to provide a comprehensive overview of the campaigns. Advanced data analytics will offer insightful information about which channels produce higher ROI and present opportunities to enhance current marketing strategies.

Get Lean

Marketers should eliminate other redundant efforts that aren’t producing the proper business outcomes and experiences and break up silos and short-term structures that have served their purpose. To put it another way, marketers must seriously consider reducing the tech stack. Marketers are the best people to spot opportunities for cutting down on IT waste. Sadly, they cannot always decide what is eventually phased out. Work with IT leaders and other business stakeholders to present the case for eliminating unnecessary items. Marketers ought to be prepared to justify their actions at all times. The critical business results will be cost reduction, increased productivity, and better customer satisfaction.

Synchronize the pre-sale and post-sale activities

The marketing, sales, and customer support teams must be aligned for businesses to run more efficiently, provide excellent customer service, and more accurately attribute revenue. One of the best ways to utilize the marketing tech stack to its full potential is through automated team workflows. These teams, which include pre-sales, sales, and aftersales, will assist organizations in gaining a better understanding of the customer lifecycle.

Be data-driven

Enterprise architects can make tech stacks as powerful as the data allows. Contributions from across the organization are necessary for comprehensive data collection. This collection is made more accessible by an overarching, data-driven culture that incorporates it into the company’s standard operating procedure.

Combine the tools

With increasing mergers and acquisitions increasing, bigger platforms are acquiring smaller ones to expand their product offerings quickly. Today, many of the more comprehensive tools available on the market offer functionality that formerly required specialized software to perform other tasks but does so “okay.” A unified system increases convenience and reduces costs, despite not always being as sophisticated as top competitors. For instance, scheduling and posting social media within the platform is possible with HubSpot Marketing Pro and Marketing Enterprise. Marketers can audit their current tech stack to identify areas where they can eliminate unnecessary services and obsolete or subpar tools.

Engage outside resources

While hiring a consultant or external marketing and sales software resource lowers internal hiring and training costs, the benefits frequently go beyond cost savings. Marketers can tap into their in-depth understanding of tools and platforms by utilizing outside expertise, lowering the likelihood of underusing tools. These people frequently have new perspectives and can help upskill the current team by providing processes and training to ensure continuous, efficient investment leveraging. Finally, outside sources can support continuity and information flow. This includes the knowledge businesses don’t want to lose due to employee churn so they can maintain consistency in their technology strategy even as their business changes or is restructured.

Also Read: How Businesses Can Choose a Compatible MarTech Partner

Real-time monitoring and management of change

The information marketers require to monitor how well the technology is being embraced is available. This could involve entering the outcomes into the planning tool or integrating data to perform this automatically. In the meantime, a comprehensive picture of martech use and adoption across the marketing activity will be provided by documenting the end-to-end processes in a marketing operations cloud solution. Additionally, it will allow the company to incorporate results into the tool for planning marketing activities and duplicate best-practice use cases.

Keep consolidating

The stack’s construction aims to maximize ROI on each software purchase. The streamlined data flow can ensure efficiency by reducing redundancies. Marketers must steer clear of point solutions and choose technology with enhanced capabilities.

Understanding the current and future technology landscape and how the needs fit into it is the secret to a great MarTech stack. With a high engagement rate, businesses with a robust MarTech stack can provide the ideal experiences to the perfect clients. Building an effective MarTech stack requires adhering to a successful management strategy.

Swapnil Mishra
Swapnil Mishrahttps://talkmartech.com/
Swapnil Mishra is a global news correspondent at OnDot media, with over six years of experience in the field. Specializing in technology journalism encompassing enterprise tech, marketig automation, and marketing technologies, Swapnil has established herself as a trusted voice in the industry. Having collaborated with various media outlets, she has honed her skills in content strategy, executive leadership, business strategy, industry insights, best practices, and thought leadership. As a journalism graduate, Swapnil possesses a keen eye for editorial detail and a mastery of language, enabling her to deliver compelling and informative news stories. She has a keen eye for detail and a knack for breaking down complex technical concepts into easy-to-understand language.

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