Questions to consider when building a marketing technology stack from scratch

Takeaway: The procurement process of any new platform should always start with a clear view of your objectives and the roadblocks that prevent you from reaching your goals. Do you need to drive more leads, optimize your conversion rates, or increase your customer lifetime value?

2. Will it be easy to implement?

Throughout our report, marketing leaders cited ease of use as a crucial factor when they compare marketing technology.

Software is very much like a gym membership. You’ll only see improvements if you use it regularly. So your colleagues must understand the benefits of adding to your MarTech stack and commit to its adoption.

Any new software will require a degree of investment in training and calibration to become a useful resource in your organization. Don’t expect to share a username and password and have your already busy team pick it up and run with it. That’ll never happen.

It’s always a good idea to have more than one team member involved in implementing a new product. This approach will not only ensure you have a more accessible level of expertise in the product, but it will also guarantee that the knowledge is maintained should you lose a member of your team.

There will always be a degree of disruption when implementing a new piece of technology. Sharing the knowledge across your team will ensure that process doesn’t have to start from scratch in the event of that knowledge leaving your organization.

Takeaway: Succession planning is essential here. Ensuring you have more than one person trained on the solution or tool guarantees you won’t miss a beat should a teammate decide to leave or if they win the lottery.

3. Will it integrate with existing MarTech platforms?

Compatibility across your existing systems is a priority. If a new piece of technology doesn’t integrate with your wider stack, you’ll probably create more work for your team as they manually transfer data between systems. This not only means your team becomes less efficient, but it also creates opportunities for mistakes to be made and reduces the reliability of the data.

When speaking to tech vendors, it’s essential to highlight the need for compatibility with your legacy MarTech stack. In the ideal world, there will be a direct integration via a readily available application.

Many software platforms, like’s CRM system or Shopify’s ecommerce platform, have “app stores” offering approved “native” integrations. Then there are third-party tools likewhich provide integrations between thousands of systems. This is a great approach if, for example, you are looking to share email data between a payment gateway like PayPal or Stripe and your ESP.

Many other technology platforms offer more  Cambodia Business Email List complex API integrations, although they will incur a significant investment in technical support and require a more extended implementation period.

Takeaway: Do the research ahead of time to find out if it will integrate with your existing tools. Don’t rely on a salesperson to have that knowledge.

4. What kind of data does the technology provide?

Data makes the world go round. It not only helps the marketing team make solid decisions based on how customers and prospects engage with campaigns, but it also proves to the wider organization the value of your activities. The more accurate and accessible your data, the greater your opportunity to influence senior leadership teams about future content marketing investments.

Integrations with the software used across your UAE Cell Number organization (such as your CRM system) will ensure the marketing team is able to bridge departmental communication gaps. This approach is advantageous when improving lines of communication between marketing, sales, and customer service departments.

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