What is The Marketing Technology Alert?
The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
Go here to review The Marketing Technology Alert!
- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
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Tag Archives: marketing stack
The use-case-driven integrated business requirements (IBR) document is key to the iterative development of the solution to integrate multiple technology solutions. The IBR has to be crisp enough for stakeholders to understand the business objectives for the iteration, but also detailed enough for the point solutions to develop functional design and to build on it. The IBR has to provide the following details:
1. Business requirements:
• Identify all technology solutions required for the iteration.
• Determine business requirements (think outcomes).
• Determine integrated test plan for the iteration.
2. Data requirements:
• Develop the business entity relationship diagram, illustrating the entities, entity relationships, and granularity.
• Determine data requirements and flows across the technology stack.
3. System integration
• Determine functional workflows (level 1, level 2) for the iteration.
• Determine interfaces for each solution in the stack.
AKA How to Build a Marketing Stack…
Ultimately, the goal of any marketing-related system should be that it enables more productive time with your prospects and clients, not less. Produce more for your customers and you’ll reap the benefits. Some examples:
- We utilize Wordsmith for Marketing to filter down and present Google Analytics data in a manner that our clients can better understand. That enables us to communicate the trends and offer the strategy to improve rather than spending time trying to explain analytics data.
- We utilize gShift to monitor social media and search’s impact on each other and on the bottom line. Attribution is difficult, if not impossible, without a tool like gShift. If you’re not measuring the results of your content strategy accurately, you’re going to have a tough time explaining why your client should continue investing in it.
- We utilize Hootsuite, Buffer, and Jetpack to manage our social publishing efforts. While we’re a small team, we make a whole lot of noise on the Internet. By spending less time on publishing, I’m able to spend more time actually interacting with my social media audience.
They’re a smart team, and you’d do well following their lead.
Marketers who have started to do content marketing typically find themselves doing topic research via myriad analytics tools, managing editorial calendars in excel, handling workflow with writers and creative via email, publishing content via separate blogs and websites and promoting it with existing, but usually disconnected marketing automation and social media tools (that’s if they aren’t doing any paid promotion). At scale, this breaks down.
Enter the Content Marketing Platform (CMP) where players like Newscred, Skyword, Kapost, Curata, Percolate (whose ambitions seem to reach beyond content marketing) and more have built tools to help marketers get a handle on the creation process. But most have stayed away from competing with either the Web Content Management (WCM) or the DAM players which are made up of a group of established names. The most common content marketing tech stacks observed in enterprise clients (clients see Content Marketing Point Solutions Bring Agility to Web Content Management Workflows) is a combination of either:
CMP + WCM + Marketing Hub/Marketing Automation + Content Marketing Point Tools
CMP + WordPress (in addition to branded website) + Marketing Hub/Marketing Automation + Content Marketing Point Tools
Which is a subset of the marketing stack.
The first layer below the customer is Contacts. We’ve invested in a number of great technologies to help us acquire new contacts since we understand the complex organizational structures of our large customers. We’ve also invested in tools such as LinkedIn Sales Navigator.
The next layer in our stack is Connections. Here we identified all the different tools we use to connect with our customers, from our social channels and marketing automation to our website and interactive content.
Content. For this layer, we focused on two things: content creation (Office and Creative Suite) and content optimization.
Customer Data. LeanData is a great addition to the stack.
Finally, the last layer is Collaboration, a.k.a. “getting stuff done.”
A marketing stack needs to focus on what you do, not the tools that you use to do it. Perfect example is here…
Marketing technology (martech) stacks are all the buzz right now, especially following the Stackie awards given out at the MarTech Conference recently. There were some excellent visualizations of what technologies companies use and how they categorize them within different stages of their funnel.
To me, this is all very fascinating. I love checking out what other companies are using and discovering new tech solutions. But these visualizations are missing something: how do they specifically use it all?
We need some good how-to content around using martech stacks. Originally, I had wanted to outline some step-by-step use cases for my martech stack(s), but I realized that I could write a book on it. Instead, I’m going to focus on how I use my martech stack to manage my SEO efforts.
Spot-on article! It’s not about the Stack, but how you USE the Stack! Great example when you CT.
Forrester Consulting study confirms that best-of-breed marketing stacks are “thriving” – Marketing Land
According to “Put Data Management at The Core of 1:1 Marketing,” 74 percent of all surveyed marketers are employing a “best-of-breed” approach as they mix and match their choice of tools. Only 23 percent are choosing a “full-stack” provider that offers a marketing cloud or suite.
Some parts of a marketer’s tool set benefit from a single solution. Forrester pointed out that “the most common approach” for 41 percent of “high-maturity marketers” — its label for the most proficient marketers — “was to have one central solution for performance and campaign management,” such as a marketing automation platform, which is “then supplemented with other technologies, such as with an independent data management platform.”
The second most common scenario, for 31 percent: “[C]obble together many solutions to provide the best mix of capabilities.” In third place, with 28 percent of high-maturity marketers: Choose “a single vendor to manage all aspects of planning, measuring, and executing their 1:1 marketing campaigns.”
At this point, best of breed has won out.
One Place to Store Analytics
The integration of systems is a great example of how integrated analytics can dramatically improve the reporting of the individual platforms. More importantly, marketers can show their contribution to the pipeline.
Holistic View of Your Audience
Your customer and prospect data is stored across every platform you use. When you bring together all your platforms, you can finally see a top-down view of your audience and base your marketing strategy around your true audience.
When all your platforms are connected, you will find that you have many more options for segmentation. Segments can now be based not only on CRM or MAP data but also on IP data, device type, firmographics, demographics, website behavior, and much more.
Ability to Personalize Content, Regardless of Channel
With smarter segments and connected platforms, you can not only define the best buyer’s journey for each segment, but you can present each segment with the messages that will resonate, across any channel, whether email, websites, or face to face.
More than 1 system? Unify is a must.