New tool, new plan? How to avoid cobbling together martech solutions

The digital paradox of choice

We know that digital innovations are driving opportunities, but also bringing along a big wave of changes. As the ecosystem matures and evolves every day, the fear of missing out on the new – shiny – super – intelligent tool intensifies. Constantly adding new tools to the stack presents marketers with an additional layer of complexity, mainly because the new tool needs to be implemented, integrated within the existing infrastructure, adopted and user customised, etc.

New tools don’t automatically come with a new plan. For this reason, one of the biggest challenge marketers have is connecting new tech with existing strategy and infrastructure. In order to avoid cobbling together martech solutions, marketers need to go back to the basics and question their strategies and practices. Hopefully the points listed below can provide a good starting point:

  • Prioritise customer needs, not features

It’s tempting to start prioritising all the required features a new tool would need to have in order to make it into your martech ecosystem. But marketers should think about the problem they are trying to solve and understand why they have that challenge in the first place. Marketers center their activities such as content creation around their customers needs – they need to start doing the same with marketing technology. Forget about the features, think about how to link technology to your customer journeys. Before adding new tech to the stack, it’s essential to understand two things – and these would form the core of your martech strategy:

  1. Your marketing goals, specifically the customer experiences you want to provide
  2. How the new martech will support your marketing goals and inform your strategic development
  • Don’t play catch up with martech, invest in your people

Marketers have a task that will never finish – finding better ways to communicate with customers. In the modern marketing age, there is a constant need to build and grow the relationships with customers. And of course that this has been driven by marketing and sales, but most recently it has to do a lot with (better) technology. Marketers know that the better they are getting at martech, the better they can communicate with customers. Even when acquiring the most expensive tool, you won’t be able to delegate responsibilities such as customer relationship building. You’ll need to invest in training your team to effectively manage all your point solutions, putting customer at the center of your martech.

  • If it’s not helping you grow, it’s not for you

There are countless new technologies hitting the marketplace every day, aiming to help marketers do their job faster, better, and more efficiently. But not all these great tools will be good for your case. To avoid brand blindness, marketers should identify if the new tool is going help them grow. Most of these new tools promise an analytics-data-heaven, but the questions is – would this particular tool allow you to easily extract, share and put to good use the knowledge that comes from quality insights? And ultimately, identify if this new data gives you access to a comprehensive picture of your customer journey.

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