{"id":7592,"date":"2024-05-15T17:10:08","date_gmt":"2024-05-15T17:10:08","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-to-build-the-perfect-martech-stack\/"},"modified":"2024-05-15T17:10:08","modified_gmt":"2024-05-15T17:10:08","slug":"how-to-build-the-perfect-martech-stack","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-to-build-the-perfect-martech-stack\/","title":{"rendered":"How to build the perfect martech stack"},"content":{"rendered":"


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\u201cThis bowl of porridge is too hot, this one is too cold, but this one is just right!\u201d This famous fairy tale starring Goldilocks searching for the perfect bowl of porridge is remarkably similar to assembling the perfect martech stack for your organization. With more than 14,000 martech options<\/a> available to industry professionals, it\u2019s not surprising marketing leaders are struggling with the Goldilocks principle.<\/p>\n

Are you trying to find that \u201cjust right\u201d solution to create the perfect martech stack? Sorry, Goldilocks, but what is \u201cjust right\u201d for one marketing department might be \u201ctoo hot\u201d or \u201ctoo cold\u201d for another. Here are a few ways to find your<\/em> \u201cjust right.\u201d<\/p>\n

Define the goals of your marketing and what success looks like\u00a0\u00a0<\/h2>\n

Is your primary focus on increasing leads, growing brand awareness or creating customer loyalty? It\u2019s important to have a clear vision of what you\u2019re chasing so that you can properly align tools to support the journey.\u00a0<\/p>\n

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Next, how will you determine success? I find it best to set quarterly goals around two or three KPIs that impact revenue and account for adoption.<\/p>\n

Dig deeper: A practical guide to building a marketing technology stack<\/a><\/em><\/strong><\/p>\n

Identify areas for quick wins<\/h2>\n

It can take years to see the full impact and ROI benefits of many martech tools. While this is expected, I recommend looking for low-hanging fruit that can show immediate results and help move the needle forward to accomplish your business goals.\u00a0<\/p>\n

Finding the right balance of quick wins and slow burners will be your key to success. For instance, if your company has a sales department that sends hundreds of emails daily, try an e-signature banner platform that could drive an immediate increase in traffic to the website, creating an uptick in leads.<\/p>\n

Everyone loves a good \u201cget two for the price of one\u201d special, so keep this principle in mind when exploring martech solutions. Look for tools that will help you obtain two or more benefits or outcomes while expending the effort or resources equivalent to achieving only one.\u00a0<\/p>\n

Instead of using separate tools for each function within your social media strategy (social listening, content scheduling, reporting, etc.), identify tools that offer these capabilities within one platform or span multiple channels. Working smarter, not harder, is always a win for me!<\/p>\n

Dig deeper: The CMO\u2019s guide to aligning martech and business strategy<\/a><\/em><\/strong><\/p>\n

Prioritize scalability and flexibility<\/h2>\n

Ensuring your martech stack enables your organization to grow, adapt, innovate and succeed in an ever-changing digital landscape is critical. Over the years, when adding tools to my marketing departments, I always run through a basic checklist to confirm scalability and flexibility:\u00a0<\/p>\n