Marketing technology stack optimisation

The marketing landscape is in a constant state of evolution, demanding swift adaptation from businesses to thrive in the digital era. One game-changing strategy that has emerged is the utilisation of a well-optimised marketing technology stack. With the martech industry witnessing explosive growth, boasting a worldwide value of a staggering 344.5 billion USD, it's clear that businesses are recognising the immense value that comes with integrating marketing with technology. In fact, an impressive 26.6% of global marketing spend is now directed towards marketing technology. With projections indicating a further 18% growth from 2020 to 2027, it is clear that a robust marketing technology stack is no longer a mere luxury but a necessity.

So, what exactly does a martech stack comprise and how to optimise it? Read to find out.

Understanding the marketing technology stack

Imagine your marketing technology stack as a toolkit filled with various components, each serving a specific purpose to propel your marketing efforts forward. Here are some key components of martech stacks:

  • Customer Relationship Management (CRM) system:
  • A CRM system works as the central hub for customer data to enable a better understanding of your audience and personalise experiences.

  • Content Management System (CMS):
  • A robust CMS empowers you to create, manage, and distribute compelling content across multiple channels, ensuring consistent messaging and seamless customer experiences.

  • Email marketing software:
  • Email marketing tools automate campaigns, segment your audience, and provide valuable insights, helping you deliver targeted and personalised messages that drive engagement and conversions.

  • Analytics and tracking tools:
  • Harness the power of analytics platforms to measure the performance of your marketing efforts, track user behaviour, and uncover actionable insights to optimise your strategies.

  • Social media management tools:
  • Effectively manage your social media presence by utilising tools that enable you to schedule posts, engage with your audience, and monitor key metrics, ensuring a strong brand presence and fostering meaningful connections.

  • Marketing automation software:
  • Automate repetitive tasks, nurture leads, and deliver personalised experiences at scale through marketing automation tools, freeing up your team's time for more strategic endeavours.

Why martech stacks are important for your business

Investing in a marketing technology stack is crucial for modern marketers. In a digital world where customers are online and have numerous options, marketers need tools to navigate the complex customer journey. Here's why a marketing technology stack is essential:

  • Optimisation and efficiency:
  • A well-structured marketing technology stack streamlines marketing activities and tools for different channels, saving time and resources.

  • Understanding customer expectations:
  • A marketing technology stack helps marketers understand, predict, and meet customer expectations through personalised marketing efforts.

  • Enhanced customer experience:
  • By delivering personalised content across touchpoints, a marketing technology stack improves the customer experience, fostering loyalty.

  • Automation and productivity:
  • Automation reduces manual tasks, allowing marketers to focus on strategic activities and drive efficiency.

  • Coordinated campaigns:
  • A marketing technology stack facilitates coordinated campaigns for different stages of the buying cycle, ensuring consistent messaging and optimised execution.

  • Tracking and reporting:
  • The stack provides tools for tracking, measuring, and reporting marketing campaign performance across channels, enabling data-driven decision-making.

Assessing your marketing technology stack

Before embarking on optimisation, it's crucial to assess your existing marketing technology stack. Follow these steps:

  • Evaluate existing tools:
  • Take stock of your current tools, assessing their strengths and weaknesses and whether they align with your business goals. Identify areas where you can consolidate or replace underperforming tools.

  • Align with business objectives:
  • Ensure that your marketing technology stack is aligned with your business goals and strategies. If a tool does not contribute directly or indirectly to your objectives, it may be time to reassess its necessity.

  • Consider integration:
  • Seamless integration between the components of your stack is key to avoiding data silos and maximising efficiency. Evaluate how well your tools communicate with each other and explore opportunities for integration.

Optimising your marketing technology stack

Once you have assessed your stack, it's time to optimise its performance. Follow these steps:

  • Streamline and consolidate:
  • Remove redundant or underperforming tools from your stack and consolidate functionalities where possible. This will simplify your technology ecosystem and improve efficiency.

  • Enhance data management:
  • Establish robust data management practices, including regular data cleansing, data enrichment, and strong data security measures. Clean, accurate, and secure data will empower you to make informed decisions and drive targeted campaigns.

  • Implement marketing technology governance:
  • Establish clear guidelines and policies for the usage and management of your marketing technology stack. This will ensure consistency, compliance, and collaboration across teams, driving efficiency and effectiveness.

  • Encourage cross-department collaboration:
  • Break down silos between marketing, sales, and customer service teams by encouraging collaboration and knowledge-sharing. This will enable you to leverage the full potential of your marketing technology stack and deliver exceptional customer experiences.

For organisations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organisational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism, will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organisations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organisations that are innovating collaboratively for the future.

How can Infosys BPM help?

At Infosys BPM, our marketing content operation solution team is dedicated to providing a comprehensive range of services within the content and design verticals. We specialise in various marketing content operation solutions, including CRM, CMS, campaigns, e-commerce, and event operations. To facilitate exceptional creative adaptations at scale, we have established our in-house Infosys Studio, which is specifically tailored for video production. 

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