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Why Integration Is Trumping All Marketing Technology Requirements - CMSwire

Why Integration Is Trumping All Marketing Technology Requirements - CMSwire | The MarTech Alert | Scoop.it
In the CDP Institute report, marketers also reported that integration with external systems (53%) tops things like ease of learning and use (51%), breadth of features (40%), operating costs for fees and staffing (36%) and initial costs of acquisition and deployment (32%) when martech leaders were asked what their company generally considers most important when selecting marketing technology.

And as for integration with internal systems, it wasn’t even close: 66% of leaders cited that as most important, dominating all other answers.

Think about that: integration trumps price, ease of use and features. The industry has come a long way.
CYDigital/marteq.ios insight:

Significant findings. It's as if marketers are taking a step back and ensuring greater levels of success from current investments, which is completely prudent.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Navigating a Sea of Martech? 4 Tips For Charting Your Course in 2020 - MarTech Series

Navigating a Sea of Martech? 4 Tips For Charting Your Course in 2020 - MarTech Series | The MarTech Alert | Scoop.it
  1. Organize your team for success 
  2. Recognize technology that’s worth the cost: The important thing to remember though, is that no one type of technology will guarantee strong results. Before going all-in-one technology that might sound and look good, make an effort to understand the algorithms at play and how they provide tangible, incremental value to the marketing process.
  3. Know the data you’re using: To avoid the pitfalls associated with third party data, use your own data as much as possible. 
  4. Reduce the partners on plan: It’s important to understand the outcomes you’re trying to achieve, and then choose the right partner for those outcomes. You need someone who can deliver on the various tactics needed to achieve your goals, and can do so without math that involves windows and ratios. The 200-pound gorilla is not your only option. Choose wisely.
CYDigital/marteq.ios insight:

Note #3. The far better choice? Extended zero party data. Let's talk.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Martech stack documentation is vital, here are some tips to do it right - MarTech Today

Martech stack documentation is vital, here are some tips to do it right - MarTech Today | The MarTech Alert | Scoop.it
Regardless of the venue (internal or external), there’s some important high-level information to track.   Two very important pieces of information in this category include the overall purpose of the stack component as well as who are the main people associated with it (executive, sponsor, technical lead, and power users). This information alone is very valuable as it will help address why a company uses something and who to ask for more details.

Another thing valuable for external and internal audiences is information regarding system integrations.  Vendors in particular will likely need access to at least high-level information so that they can better align their efforts with where information from their system will flow to others. However, not every vendor needs such information, and an internal system is likely a better place for more detailed information that vendors don’t need access to.
CYDigital/marteq.ios insight:

This should be automatic!

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

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Is ABM the new B2B marketing cloud? Martech faces off between platform and best-of-breed - Diginomica

Is ABM the new B2B marketing cloud? Martech faces off between platform and best-of-breed - Diginomica | The MarTech Alert | Scoop.it
Tim Kopp, CEO of ABM platform Terminus, said he's more convinced than ever that ABM is the new marketing platform of the future and that we need to stop thinking of this idea of a martech stack. "Integration is the new innovation," he said. All-in-one will trump best of breed.

From a web experience perspective, look at Acquia. It has pulled together all the pieces required to build the next generation web experience solution - the digital experience platform, at a time when everyone else is focusing on pieces of the puzzle. Todd Berkowitz, Practice Vice President, Gartner, states, "ABM programs have been shown to result in significant improvements in pipeline growth. If economic uncertainty continues, these programs should remain a core element of marketing strategy."

Kopp takes it further. He believes that we won't use the term ABM in a few years. Instead, ABM will become the new B2B marketing cloud with data as the hub. One thing B2B marketers are doing that is key to their success is creating a new data architecture that brings together all account-level data in one place. When brought together, the data from systems of engagement like email, advertising, chat, and all interactions can create a more informative data model.
CYDigital/marteq.ios insight:

Are we coming full circle on the all-in-one platform? With thousands and thousands of companies on the chiefmartec.com landscape, is enough enough?

 

Follow us on LinkedIn and qualify to use the Marteq platform at no charge! https://www.linkedin.com/company/marteq-io #martech #marketing

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