Arseniy Chuprun | January 12, 2022
Everyday we flip back and forth between dozens of apps and tools to get work done. And in the marketing world, that set of tools continues to grow. From email marketing and social media management tools to CRM platforms and analytics suites (and much more), the martech landscape has seen over 5,233% growth in the past 10 years.
With that many options and alternatives, it’s easy to get overwhelmed. A recent Gartner study found that, on average, marketing teams use just over half (58%) of their marketing tools’ full potential. And due to tightening budgets in the midst of the COVID-19 pandemic, 66% of marketing teams will have less money to spend on martech tools.
There is no better time to take advantage of the full breadth of capabilities your existing tools have to offer.
If marketing were a game of rock-paper-scissors, strategy would beat technology every time. No tool—or suite of tools—can create a strategy out of thin air, or fix a strategy that’s broken or ill-defined. Take a long hard look at the goals you want or need to accomplish and the actions you’ll take to accomplish those goals—and then focus on the tools that enable those actions.
If your goal, for example, is to increase customer retention, three actions you might take are 1.) creating a personalized automated cart abandonment email, reminding customers that they left something behind 2.) setting up an automated SMS message with a special coupon code for customers who haven’t purchased from you in 6 months, and 3.) place retargeting ads on social media. To take these actions, you’ll either be seeking out several marketing automation tools or a single tool that enables you to do all three.
This is a very simplistic example, and in reality, a customer retention strategy extends far beyond these three actions. But the basic principle still applies: consider what you’re trying to accomplish and make sure your mix of Marketing tools directly supports those goals.
Marketing plays a role (or should) in every single step, or touchpoint, of the customer journey—from the first moment a customer becomes aware that your service or product exists all the way through the entire customer lifecycle. As you’re fleshing out your marketing strategy and defining goals, think about your martech mix in the context of your customer journey map and how your tools and workflows enable you to create impactful and personalized experiences across every touchpoint.
Of course, marketing doesn’t live in a vacuum; you’ll also want to consider which other departments contribute to these different touchpoints and how you can collaborate across departments, work to align strategies around common goals, and integrate your respective tools and technologies in ways that allow you to collaboratively meet those goals.
Every team has bottlenecks and sticking points—those painful, frustrating tasks that steal away time, distract from goals, and deplete team morale. Take the time to figure out the biggest barriers preventing your team from meeting the goals laid out in your overarching strategy, then focus on how your martech stack can remove those barriers.
Is your team struggling to manually create marketing segments for campaigns with data from different tools? Set up integrations across your martech mix that aggregates data into customer profiles automatically. Is your team spending an excessive amount of time in status meetings or working on top of each other? Carve out time to streamline your project management workflows and set up automated task completion alerts that integrate with your team’s communication tools to bring visibility to in-progress work and facilitate project hand-off.
Dedicating time—and resources—to really leverage the power of your martech stack in meeting your team’s specific needs and challenges might require slowing down for a brief period of time, but will accelerate your efforts in the future.
Alas, setting up your martech stack isn’t a “one-and-done” activity. As your company and team grows, the market changes, and customers evolve, what you need from your marketing technology will change as well. Keeping your marketing operations up and running smoothly means keeping a close eye on your tools and how they’re serving your team and supporting your goals. Do you need to set up different workflows? Or perhaps replace some tools with others?
For smaller teams, with fewer tools, this might mean just scheduling regular times throughout the year to evaluate and reassess. But as your team and technology toolset grows, you’ll want to invest in hiring someone (and eventually a team) who can manage and maintain your martech mix.
Saleforce’s breadth of customer management, sales, marketing, communication, and analytics tools make it a powerful addition to your martech stack. Whether you use one Salesforce product or an entire suite, ListEnage is here to ensure you make the most of them. If you need hands-on support in leveraging the power of Salesforce, contact us today for a free consultation.Back to Blog
Arseniy is a Solutions Consultant at ListEngage with a demonstrated history of working in marketing, healthcare, and business development leveraging Salesforce solutions. His expertise lies in marketing automation, marketing strategy, and relationship management.