[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/06\/21\/when-your-martech-stack-isnt-cutting-it-how-to-make-a-switch\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2022\/06\/21\/when-your-martech-stack-isnt-cutting-it-how-to-make-a-switch\/","headline":"When your martech stack isn\u2019t cutting it: How to make a switch","name":"When your martech stack isn\u2019t cutting it: How to make a switch","description":"If your martech isn't doing the job, you can't do your job. Find out what to look for in a new marketing solution. ","datePublished":"2022-06-21","dateModified":"2022-07-22","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/dakota-davis\/#Person","name":"Dakota Davis","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/dakota-davis\/","image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/9be22155731c943f10ce1ee3052b79cd?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9be22155731c943f10ce1ee3052b79cd?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Customer Engagement and Experience","logo":{"@type":"ImageObject","@id":"http:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/03\/logo-fcee-schema-app.png","url":"http:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/03\/logo-fcee-schema-app.png","width":278,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/06\/Martech-FTR.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/06\/Martech-FTR.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2022\/06\/21\/when-your-martech-stack-isnt-cutting-it-how-to-make-a-switch\/","about":["Customer Engagement","Marketing","Marketing"],"wordCount":1245,"keywords":["AI (Artificial Intelligence)","Customer Engagement","Martech | Marketing Technology","Personalization"],"articleBody":"Ask any seasoned marketer to estimate how many solutions are in their company\u2019s martech stack, and most will guess too low. In a complex and evolving landscape, companies are bringing on all kinds of martech solutions, and not all of them work as promised or are even used to their full potential.In a survey, 20% of in-house marketing professionals said their martech wasn\u2019t up to snuff. This isn\u2019t surprising, given the more than 8,000 marketing software solutions on the market, and the decision-makers often aren\u2019t the day-to-day users.The problem isn\u2019t overworked marketing teams, but the daunting array of marketing technology solutions. In a business climate in which marketing departments are expected to impact customer experience, digital marketing, retention, brand management, and more, software that siloes these functions risks loss of productivity and time.When customer experience isn\u2019t aligned across channels, communication comes across as uncoordinated and not personalized, which results in less customers buying and less revenue for your brand.It\u2019s hard to meet aggressive revenue expectations when technology isn\u2019t working in your favor. Let\u2019s look at how you can take back control of your martech stack and get the results your business demands.      Influencer marketing: Trends supercharging engagement in 2022                Find out key trends that are reshaping influencer marketing and helping brands reach new audiences, including the rise of micro-influencers and video partnerships.      What a martech stack should do for youWhen a business problem is identified, often the impulse is to add more tech.Social media not performing as expected? Get a new social media management tool. Emails not getting opened at the desired rate? Change up the email software. But in many instances the answer isn\u2019t more tech.What brings your marketing efforts to the next level is ensuring all your marketing channels are integrated into one consolidated customer engagement platform that helps you reach your targets.When marketers can more easily personalize messaging and experience, free up some of the time they\u2019ve spent working on siloed tech, and create comprehensive campaigns that are savvier and more sophisticated, they achieve better results.Martech\u2019s job is to:Connect data. You have many points of customer and prospect data collection. The more you can integrate this information, the smarter your messaging will be.Adapt. Marketing objectives can change fast. Does your martech stack have the agility to change with them? Your team needs the ability update campaigns and messaging in order to move with market needs and trends.Leverage artificial intelligence. The ideal marketing solution uses AI-enabled customer insights to not only execute what you ask, but make good suggestions to inform your customer engagement strategy.      What is email marketing? Definition, benefits, strategies                Email marketing is an ancient art in internet years, but it still works wonders for building brand awareness, driving conversions, and growing customer loyalty. Here's everything you need to know about effective email marketing.      4 things to look for in a marketing solutionNo one relishes a change in marketing technology, but if you\u2019ve decided your current stack isn\u2019t getting the job done, the change doesn\u2019t need to be painful.One of the keys to getting buy-in from decision-makers and support for switching is to focus on the benefits such as integrated data and personalized messaging. Choosing a solution with easy ramp-up and the right amount of support will have you up and running in no time.Here’s what you should look for when choosing a new martech stack:Integrated data infrastructurePersonalization toolsAutomation and ease of useGreat metrics      Benefits of first-party data: Spot-on marketing, fantastic results                With the rise of the privacy-first web, marketers need to focus on harnessing the power of first-party data for gaining competitive edge.      Martech stack: No more silosFirst and foremost, consolidating data is the biggest hurdle to overcome when you\u2019re looking to deliver a customized experience to your customers and prospects. The best solutions take in data quickly and integrate it across channels.Making sure all your customer touchpoints and information are no longer siloed is the best way to analyze and act upon all the data you so painstakingly gather and acquire.In a world in which 55% of marketers say that an inability to execute across channels is holding them back, finding a solution that integrates your data seamlessly can make a big difference in your results.      Marketing tech stack: The unicorn of personalization + great CX                Personalization and engagement are key to business today. By consolidating your marketing tech stack, you create better customer experiences.      The human touch: Tailored messaging\u00a0At its core, marketing is about connecting with people to help them make informed buying decisions. The more you can speak to your customers and prospects as the unique individuals they are, the better they\u2019ll react to your messaging.Your martech should be flexible enough to personalize your messages in a variety of ways across multiple channels, while still keeping the customer experience cohesive. You won\u2019t necessarily want to speak to your social media-first customer in the same way as the prospects who like email, so your marketing technology should help you easily pivot and tailor your message as needed.      Profile segmentation: The benefits of customer personalization                Discover why first-party data and customer profile segmentation go hand-in-hand and how three brands use them to deliver 1:1 personalization.      AI and automation ease the wayEven the most sophisticated functionality won\u2019t do you much good if it\u2019s clunky, counterintuitive, or hard to use. Your team will get bogged down if your martech stack requires IT resources or extensive services engagement.The best martech solutions will use AI and automation to increase the effectiveness of your campaigns without requiring a lot of ramp-up. Setting up efficient workflows will mean your team can get on to dreaming up great new ways to connect with customers instead of puzzling over how to make your martech work.Follow the data\u00a0All the automation and customization in the world won\u2019t help much if you don\u2019t know what\u2019s working and why. But you also don\u2019t want your reporting and analytics to be so complex it requires a team of data scientists to pull actionable information from them.Advanced martech solutions give you robust information without overwhelming you or getting your team stuck in the weeds. Look for solutions that include AI that extrapolates insights from your existing data and shows you where your focus should lie.      Cookieless tracking: How marketers can navigate a privacy-first web                Learn about cookieless tracking, the benefits, and how marketers can leverage first-party data to deliver highly personalized experiences.      Martech excellence makes it seamlessMarketing messaging needs to be nimble and scalable. A customized one-to-one experience for your customers means leveraging automation and pivoting when needed.Done right, martech provides seamless support without bogging you down in a collection of hard-to-use systems that don\u2019t talk to each other.Marketers wear many hats today. To meet the mandates given to increasingly overburdened marketing teams, you need a martech stack that helps you cull the most important information from your data and organize it efficiently, and communicate with your customers in a way they find useful and actionable. The best martech makes automation a breeze and sheds light on potential opportunities to connect further with your customers.  Cut through the chaos for brilliant marketing that grows market share.Read the IDC report NOW!"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2022","item":"https:\/\/www.the-future-of-commerce.com\/2022\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2022\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"21","item":"https:\/\/www.the-future-of-commerce.com\/2022\/\/06\/\/21\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"When your martech stack isn\u2019t cutting it: How to make a switch","item":"https:\/\/www.the-future-of-commerce.com\/2022\/06\/21\/when-your-martech-stack-isnt-cutting-it-how-to-make-a-switch\/#breadcrumbitem"}]}]