Every company goes through different stages of growth. And it’s essential to realize how technology can empower marketers at varying stages of growth. Frequently, the technology that you’ve invested in — in previous stages of the company — may not be suitable for the way your company has evolved.
This is why marketers must continue to review the tools they are using during each growth stage the business is in and take that marketing technology to the next step to grow the business even further.
A recent MarTech survey revealed about 83% of companies have replaced a marketing technology application in the last year. A significant conclusion from that survey is that marketers need to embrace change. It’s apparent there is benefit in enhancing marketing technology stacks. But the biggest challenge that a lot of businesses have is when to do so.
Once growing marketing teams have found a martech stack that “works fine,” there’s often no easily discernable benefit to changing things up. However, this inertia is how marketing teams can plateau — losing out on opportunity and revenue in the process.
Join Michael Trapani, senior director of product and partner marketing, Acoustic, in his informative Martech session as he shares insights and advice from spending more than a decade working with customers navigating choosing their “just right” martech tool.
After attending the session, you will learn how to consistently pressure test and evaluate how your tools are working and assess if they’re broken. You’ll also:
- Recognize when you’re ready for advanced capabilities like personalization
- Determine if it’s worth the investment to move beyond email to pursue multichannel engagement
- Decide when it’s time to prioritize personal, predictive communication across the customer lifecycle
- Know when to invest in robust analytics
Register and attend the session here. You’ll get a better sense of who is engaging with your marketing efforts and channels to prove that your marketing efforts contribute positively to the business.
The post How to tell if you’ve outgrown your martech appeared first on Search Engine Land.
Source: IAB