What leaders should consider when building their marketing technology stack – Part 2

Marketing technology, or “martech,” refers to the tools and platforms that businesses use to plan, execute, and measure their marketing campaigns. 

A marketing technology stack is the collection of these tools that a company uses to manage its marketing efforts.

And as a leader, it’s important to carefully consider what tools and platforms you use to build your marketing technology stack. 

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Integration capabilities 

If you’ve been in a business for a while now, your team might be using multiple marketing technologies. 

Whenever you want to bring new technology on board, you have to make sure that it can be easily integrated within your current ecosystem so it can communicate with the other items of your martech stack.

It is important for new marketing technology (martech) to communicate with other items in your stack because it allows you to seamlessly integrate and manage various marketing tools and processes. 

This can help you streamline your marketing efforts and make it easier to track and analyze data, identify patterns and trends, and make informed decisions.

Having a cohesive and integrated marketing stack allows you to get a more comprehensive view of your marketing performance and customer behavior, which can help you optimize your marketing campaigns and initiatives. 

It also allows you to easily share data and insights with team members and stakeholders, and make more efficient use of your resources.

In addition, having a well-connected and integrated marketing stack can help you improve the customer experience by providing a more personalized and seamless experience across different channels and touchpoints. This can help you build stronger customer relationships and drive better business outcomes!

Make the most of your existing technology 

If you’re currently thinking of acquiring new marketing technology, make sure that you’re already taking full advantage of your existing tools.

Think to yourself:

‘’How far can I push my current Martech stack?’’

It’s a good idea to contact your software integrators to inquire about your current tools capabilities. 

Internal expertise

A crucial piece of the puzzle is to make sure that you have the internal expertise to use a new Martech tool. 

Training new users on marketing technology (martech) can be a significant investment, as it is important to ensure that your team is properly trained on how to use the tools effectively.

Training costs may include:

Internal training resources

You may need to allocate time and resources to train your team internally, including creating training materials, conducting training sessions, and providing ongoing support and guidance as needed.

External training services

You may also want to consider hiring an external training provider or consultant to help you train your team on the new martech. This can be a more efficient and cost-effective option, particularly if you have a large team or if the martech tool is complex and requires specialized expertise.

Licensing fees for training materials

Some martech vendors offer training materials or courses as part of their subscription or licensing fees. These materials may be included in the cost of the tool, or you may need to pay an additional fee for access.

It’s important to carefully consider the training needs of your team when evaluating the costs of implementing new martech. 

In addition to the initial training investment, you may also need to allocate ongoing resources for training and support as your team becomes more proficient with the tools. 

This can help ensure that your team is able to effectively leverage the full capabilities of the martech and drive better business outcomes.

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