More than ever, marketing technology (#martech) has become a critical component in every marketer’s toolkit—especially with increased pressure to show quantifiable ROI from their investments.
There are now tools to help CMOs increase operations efficiency, track marketing performance, measure ROI and much more. But given the complex (and rapidly growing!) marketing technology landscape, finding, evaluating, and using the right tools is a challenge for many CMOs.
This week, I’ve gathered a series of articles to help you achieve success with planning and implementing your martech strategy.
How Digital Marketing Operations Can Transform Business. McKinsey & Company: “Marketing operations is certainly not the sexiest part of marketing, but it is becoming the most important one. With businesses unable to keep pace with evolving consumer behavior and the marketing landscape, the pressure is on to put marketing operations—skilled people, efficient processes, and supportive technology—in a position to enable brands to not just connect with customers but also shape their interactions. When done well, we’ve seen marketing operations provide a 15 to 25 percent improvement in marketing effectiveness, as measured by return on investment and customer-engagement metrics.”
10 Questions To Guide Your Marketing Technology Strategy. Marketing Land: “A strong marketing technology foundation in your business can help optimize productivity, maximize ROI and create competitive advantages. But choosing the right products and partners from an ever-growing matrix can be daunting for even the most seasoned marketing technologists. Marketers tasked with building their company’s technology infrastructure can waste significant time, money and human resources on solutions that will not scale with company growth.”
5 Things You Need to Consider when Building a Marketing Tech Stack. Vidyard: “You’re adopting this set of technology for a reason. And it’s not likely to add another line to your budget or to complicate the setup for your IT team. Chances are, your goals for technology implementation fall somewhere along the lines of improving team productivity, increasing funnel size, or speeding up funnel velocity. And at the end of it all, the benefit must outweigh the cost. So before you invest in any component of a tech stack, determine how you will measure its impact and if the technology is set up to do so.”
Four Truths and One Lie About Marketing Analytics. Gartner for Marketing Leaders: “Arming people with the training and tools to be data-driven marketers is the easy part (OK. It’s not easy, but it’s manageable). Convincing them to use those tools or change the way they plan campaigns, make investments, and evaluate results is a battle in many cultures. Your best weapon is influence.”
How to Navigate the Treacherous Marketing Technology Landscape. EContent: “Do use marketing technology to liberate yourself from IT. If you’re routing website updates or email campaigns through an IT group, you’re at a competitive disadvantage. The primary benefit of marketing technology is its ability to make the marketing group more nimble and self-sufficient.”