5 Insights for 2020







Martech Stack Optimization


Marketing continues to become more complex as marketing professionals get more and more marketing tactics. Marketers need to think about content website, mobile, SEO, SEM, programmatic advertising, video, podcast, webinar email, automation, personalization, data, social networking, account based marketing, affiliate marketing, ecommerce, interaction, live event, distribution, gaming, targeting re-targeting, AI and more.



As marketing continues to evolve, so does the technology needed to support marketing.


What is Martech Stack?


The martech stack is a group of technologies that markers use to execute, analyze, and improve their marketing throughout the customer lifecycle.


What is Martech stack optimization?


Martech stack optimization is how you build your martech stack to optimize your marketing efforts. What technology do you need? What is your goal? How do all your technologies work together? Do they work together? Which investments should you make an investment plan for? And more.


To understand the importance of optimizing the martech stack, you need to understand the evolution of marketing technology over the past 10 years.


To understand the rapid pace of marketing technology, see Infographics on Marketing Technology published by Scott Brinker, Director of Marketing Technology, published each year. Infographics have grown so rapidly that it's now called a Supergraphic (a well-deserved title change).


Martech landscape supergraphic

Supergraphic started in 2011 with 150 companies and has grown to 7,040 companies in 2019. Yes, that's not a typo – 7040!



To help marketing professionals optimize the martech stack, Ascend2 , a research-based marketing company, conducted the Martech Stack Optimization Survey. 265 marketing professionals participated in the survey.


With so many marketing technologies available, it is easy for companies to have a complex and ineffective technology system. Oftentimes, many Marketing Technologies (or MarTech Stacks) become a pile of disparate and unused tools. The purpose of optimizing this toolkit is to make difficult marketing processes easier and more effective.


Ascend2's survey helps answer the question: How will marketers optimize their martech tools next year?


The Martech Stack Optimization Survey Summary Report are provided free of charge and are filled with valuable research.


Here are some notable findings for Asend2 research on martech stack optimization:


Discovery #1: The State of Martech Stack Optimization in Marketing Departments Today


It seems that marketers have realized and are slowly taking action when it comes to how to use and manage marketing technologies. Only about a fifth of marketing professionals (19%) have an active strategy to optimize a martech stack. However, another 58% reported being in the development or implementation phase of optimization.


Referring 1/5 of marketing professionals (19%) have an active strategy to optimize the #martech stack. Click to post a Tweet


Current Status of Optimizing a Martech Stack Strategy


Detect #2: Martech Stack Optimization Key Priority


Marketers are tasked with strategically implementing the right marketing technologies in a way that produces significant results. Making an overall marketing strategy more effective is a top priority for 55% of marketing professionals implementing a martech stack optimization strategy. Improving customer experience was also a key goal for 51% of marketers surveyed.


Making an overall marketing strategy more effective is a top priority for 55% of marketing professionals implementing a #martech stack optimization strategy. Click to Tweet


Key Priorities of a Martech Stack Optimization Strategy


Finding #3: Martech must improve ease of use


Many marketing technologies are only as good as what users put into them. To best optimize marketing, more than half of marketing professionals (52%) report that the deployed martech needs to improve ease of use. Increased use and adoption of technology can lead to improved performance.


Capabilities that the Martech Stack Should Improve


Finding #4: Data Insights and Analytics is the Most Important Feature of the Martech Stack


When implementing a martech stack, some features are more important to marketers than others. Access to insights and data analytics is the most important feature for the 51% of marketing professionals surveyed who see the value of using data for optimization. Ensuring the seamless integration of systems is also of significant importance to 46% of marketers.


Why Implement a Martech Stack


Discovery #5: Martech stack optimization is an important investment


Marketers clearly see the benefits of devoting resources to optimizing the martech stack, as 86% report that they will continue to invest or are planning to invest in the year ahead. About half of those surveyed (49%) describe the investment as moderate, while 22% say they will continue to make a substantial investment in optimizing a martech stack.


Martech Stack Investment


Conclude


Before your martech stack looks more like a bowl of spaghetti than an optimization tool for marketing, take the time to build your strategy and determine what you need to succeed in the coming year. To learn more about martech stack optimization, download full report Ascend .







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