How To Make Martech Stack Manageable

If you're struggling with setting up an efficient and cohesive Marketing Technology Stack (martech stack), here's my essential guide to assist you in your thinking approach.?

Yes, you can do this!

Here are the three key elements you might find helpful.

1. Martech stack is inherently complicated. The best way to navigate it is to know precisely what you need to build.?

To do that, get together with your team and go to a pub, a coffee shop, or another comfortable place to have in-depth conversations about business goals and?marketing plans . It is important to hammer out exactly what you want to accomplish and how you would measure marketing success.

You can't do marketing unless you have?good products ?or services first. If you have that in place, the next step is to craft business objectives and goals accordingly.

There are many ways to reach out to your target audience. However, it would be best to consider the specific channels you want to use for marketing tactics.

Once you know that information, you can work backwards to source your martech tools specifically for those channels.

In addition, you need to know what customer data to collect and what success metrics you'd like to measure.

If you know what you want, you can self-filter out many martech technologies that don't apply to you.

You can also explain what you want to do to vendors and give them ideas on how they can help you. Then, you'll realize the martech stack isn't as intimidating as it seems. It doesn't mean it's not hard; it just means that now you know what to look for.

Knowing your business objectives, the marketing channels you want to use, and the success metrics you're looking for will go a long way toward martech stack building.

2. It takes time and money to build martech

Digital takes time to do right. Once you build a flow, you must test it to ensure it works. 90% of the time, it doesn't work the first go-round. Also, the workflow needs to connect several systems through API integrations or data migration, so be aware that data may not migrate correctly. Everything becomes very fragile when you try to combine different systems or technologies.

At the same time, technologies are not cheap. Set aside money to build your martech or hire a small marketing team. There is no magic shortcut here, unfortunately.

You can grow your business organically…to some extent.

However, at some point, you will hit the ceiling. Then, if you want to grow, you need to do paid advertising, which means paid keyword search, paid ads, or even paid sponsored content like blog posts.

3. Paid media is an essential part of strategic marketing. The challenge is that you can't do paid media effectively with just a one-off campaign or one-off effort.

It needs to be sustained over a long period. Marketing is a journey, not a sprint. The point is that marketing doesn't stop. Ever.

It's essential to understand the cost per acquisition. Understanding that will help you project your revenue, engagements, and growth.

Paid media, in general, is not cheap. Organic referral and word of mouth are the best ways to get customers, but those things take time.

If you are also in the process of building your martech stack,?let me know ?what your experience has been so far. Is there overlap with what I've described, or is there anything different?

Let's learn from each other.

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If you need help on B2B Marketing and Sales Enablement,?book a call ?with me. It’s complimentary. Or connect with me on?LinkedIn ,?Twitter ,?Facebook .

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This article was published first?here ?on?pamdidner.com . Head over there for more B2B, marketing, sales and sales enablement tips.