If you’re looking to usher in 2019 with key improvements to your martech strategy, you’re not alone: martech now takes the biggest slice out of marketing budgets, and marketers in North America and the UK plan to allocate a little less than a third of their budgets in 2019 to martech.
But at a time when marketing is becoming increasingly automated, more tech is not always better tech. To make the most of 2019, here are our Martech New Year’s Resolutions:
Say goodbye to inefficient solutions
Which apps and platforms are you and your team using the most? Which solutions contribute to your marketing ROI? Which ones are outdated or suffering from integration issues? While it’s okay to have duplicate apps for the same purpose – for instance, programmatic ad buys – there’s no excuse for apps not pulling their weight
Don’t let FOMO cloud your judgment
Are you missing out on the latest tech trends? In 2018, the Martech 5000 vendor map listed 6,829 marketing technology solutions from 6,242 unique marketing technology vendors. This marks a 27 percent increase on 2017, but not all that glitters is gold – especially in trending areas such as chatbots and artificial intelligence. Buyer beware!
Consider the risks of splurging on new technologies
New solutions add complexity to your daily operations, and 82 percent of sales and marketing pros already lose close to an hour per day switching between marketing tools. What’s more, new tech can introduce integration issues and vulnerabilities, so make sure to consult with IT first and watch those budgets.
Eliminate silos and integration dead-ends
It’s time to build a lean, clean, and mean tech stack. Right now, over 50 percent of marketers worldwide name integration between disparate systems as the major barrier to fully utilizing marketing technology. In an age where personalized marketing is paramount, customer data needs to move freely.
Choose a platform that’s right for you
Tech stacks are slimming down, as 63 percent of marketing teams already use only between six and 20 pieces of technology on the regular. It’s part of the current trend towards consolidating major tools in the marketing tech stack under one umbrella. Handle your marketing automation, customer data platform (CDP) capabilities and omnichannel execution in a single platform like Selligent Marketing Cloud.
What do you do if you have buyer’s remorse after a marketing platform investment gone wrong?
- Read the fine print and see if a full or partial refund is still possible
- Cut yourself off bait as soon as possible and cancel all subscriptions and renewals
- See if the solution can be salvaged by customization
- Stop allocating resources to the platform
- Take your time in choosing a replacement
How Selligent Marketing Cloud Supports Onboarding & Data Migration
If your New Year’s resolutions include moving to a marketing platform that can consolidate major parts of your tech stack in one powerful omnichannel package, we have good news! Selligent makes it easy to migrate with its proven onboarding process:
Workshop & System audit. We learn about your specific timelines and needs in a client workshop, because every migration is unique. Then, our tech team takes a walkthrough of your current platform to get a sense of the programs you run, your assets, and various databases.
Moving time. During the transition, we use a tried-and-tested methodology to ensure a smooth and successful platform migration based on your clearly defined goals and timelines.
Full integration with your tech stack. Rich customer data is at the heart of our platform, so our data architecture is designed to integrate with other solutions in your stack via connectors and other interfaces like our API Explorer.
A continuous process. We provide training and support to help you get the most out of your new platform – especially all the functionality beyond mere marketing automation to create a new level of consumer-first marketing.