As the modern consumer has matured, the online experiences they receive have failed to keep pace. However, it’s not due to a lack of effort or endeavor on the brand marketers’ part. With a sea of vendors all presenting similar, but slightly different solutions to challenges that sound universal but aren’t, marketers can feel rightly frustrated with what is on offer.
On average, marketing departments boast a tech stack of 12 systems — the vast majority of enterprise brands are saddled with many more. This list of endless tools, from CRM to marketing automation, email to analytics, CMS to social reporting, to name a few, create a convoluted system that seldom harmonizes, moves the needle or gives marketers the confidence that they are ahead of, or at least keeping up with the competition.
With a landscape that is rightly seen as being too abstruse and confusing, complexity is a perpetual challenge. Martech’s proliferation of data and tools is overwhelming rather than empowering, making it difficult to keep technology current and staff apprized on how best to utilize components. In fact, keeping the martech stack up-to-date is now a requisite task to vie with constantly changing consumer behaviors and increasing expectations.
That is why we have put together this comprehensive RFP guide: empowering marketers with the knowledge and tools to know what to look for when choosing a marketing platform.
Selecting a marketing platform, one which can supplement your messaging strategy as well as strengthen your reach to customers from other channels, is a colossal task. But that is the job specification of the brand marketer, doing something that’s right for the customer, that puts them at the heart of your digital strategy and makes that all important connection in the moments that matter.
The right platform should give you the tools to quickly and efficiently deliver contextually relevant messages and experiences that engage and drive change. Of course, to get even remotely close to realizing this utopia, marketers need to have the right marketing systems in place — systems that are natively integrated, eliminate silos, are accessible and actionable and seamlessly connect across the entire business. As well as requiring a thorough RFP process, and for that to be successful, you have to know what you’re looking for.
This guide will bridge these widening gaps by furnishing marketers with the knowledge and tools to identify, implement, and make the best use of available marketing technology. Just as importantly, though, we will outline the strategy to underpin how marketers can implement relationship marketing strategies that deliver better customer experiences across the entire lifecycle.
We’ll take you through the comprehensive project timeline, how to leverage technology to build lasting relationships from acquisition through to loyalty, exclusive data on the most effective channels for reaching consumers and common RFP pitfalls and mistakes.
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