How do you build a solid marketing technology stack?
The foundation of the marketing technology stack is critical to its efficacy and long-term benefit to the organization.
You need to build on CRM (customer relationship management), marketing automation and tag management.
A foundational principle of today’s marketing is that you need to focus on customers first. Enter CRM, the place where you keep your customer information organized.
You should be able to import data that you find, create or buy so that it can be marketed — automatically. This ties into customer management, which can overlap with CRM but is also part of the stack in its own right.
The key is to start collecting your customer data, so that your sales and marketing efforts will work more effectively.
Ideally, the various tools in your stack take your data and turn it into customized marketing programs that are 1) automated and 2) measurable.
Marketing automation is designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media and websites) and automate repetitive tasks. It’s what gets you there, and it’s made up of all kinds of campaigns, activities and other goodies that help you follow leads while relying on the criteria you need.
Lead nurturing via sales funnels, all ending with an automatic CRM update? We’ve worked with Eloqua, Marketo, Pardot, Silverpop and many other marketing automation platforms. Pick one that you feel works best for your organization.
Finally, tag management rounds out the martech stack foundation trifecta. Did you know there are well over 2,000 marketing technologies out there and counting?
* Tag management helps you deploy analytics tracking script code tags on your websites with ease.
* Deploying marketing technologies through a tag management system (TMS) makes it quick and painless.
As You Choose Stack Components, Invest In Keeping It Open
New automation and marketing capabilities are being added all the time, and agile marketers need to be able to deploy whatever they want, wherever they want, and to remove it if it’s not delivering. They also need to collect, own and act on all of their marketing data. To do that, they must use tools that work well with others, rather than those that lock them into a certain “system.”
I always suggest to my clients that they build their own custom, scalable marketing cloud,
* starting with the foundational tools of of CRM,
* marketing automation and
* tag management.
Link: Why CRM, Marketing Automation and Tag Management Are Foundations Of The Marketing Technology Stack via marketingland.com