MarTech Stack Challenges and How to Get Past Them

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MarTech Stack Challenges and How to Get Past Them

• Executing competitive marketing campaigns has
  never been more difficult. Todays marketing
  teams must be equipped with the necessary
  technologies in order to scale up, stay within
  budget, outperform competitors, and achieve a
  return on investment. Of course, doing all of
  this manually is impossible. Thats where the
  marketing technology you choose, often known as a
  MarTech stack, comes into the picture. In this
  blog, we will discuss the challenges that
  businesses face when creating or improving their
  MarTech stacks and how businesses can stay out
  of them.
• Tech stack integration
• The goal of marketing technology platforms and
  tools is to simplify tasks, but if you build a
  stack without a defined plan, you run the risk
  of these platforms and tools operating in silos.
  Make sure every component in your stack can
  connect with one another, as marketing
  technology integrations save both resources and
  time.

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• Aim for integrations that enhance your workflow,
  which means that tasks and operations should be
  automatically triggered from one piece of
  technology to the next. Your integration must be
  data- driven. In order to avoid having
  inconsistent and perplexing data that makes it
  difficult to assess the success of your marketing
  efforts, it is important that the data be
  synchronized across several platforms in real
  time.
• Try to understand how the integration will be put
  together when you decide which solutions to
  include in your MarTech stack. Next, focus on
  how the data will be exchanged. Additionally, run
  internal tests to make sure the workflows
  function as planned.
• Selecting the right MarTech stack
• We all want to use the most up-to-date
  technology, but adding
• innovative platforms and applications when they
  arent genuinely necessary poses the risk of
  cluttering your stack. After all, having
  different systems and platforms can make managing
  relationships and integrations challenging.
• You wont make much progress with marketing
  solutions that are set up incorrectly or that
  use irrelevant metrics. And because of this, its
  crucial to consider it as a single technological
  system rather than a collection of different
  tools. You must prioritize simplicity of use in
  addition to making sure your marketing stack is
  completely connected, since doing so will help
  you save both time and funds on things like
  training and guarantee that your team is making
  the most of the technology you choose.
  Additionally, make sure your stack

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• enables audience segmentation because more
  tailored marketing messages have a higher
  likelihood of standing out in the competitive
  space.
• Determine precisely the tasks that must be
  completed before choosing, designing, and
  optimizing your tech stack. Do not simply add
  more tools as new technologies come into the
  market or as new problems arise.
• A strong MarTech stack will help you engage
  existing customers, move prospects down the
  sales funnel, and increase sales.
• Stack Bloat
• Marketing teams might want to work on the latest
  technology, which can result in a bloated tool
  stack with a lot more tools into one than
  actually required. Think of your tech stack as a
  single integrated system of technology rather
  than a collection of individual tools while
  developing and optimizing it. Teams can prevent a
  bloated stack of underutilized technology by
  first determining precisely what tasks must be
  completed by their entire tech stack rather than
  continuously adding new tools as new problems
  arise.
• Take a step back to examine your complete MarTech
  stack and spot any functional overlap between
  various tools if youre starting to suspect that
  your current technology stack might already be
  overstuffed. Working with MarTech integration
  professionals can assist in identifying
  opportunities to reduce stack bloat across your

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• technologies because it can be challenging for
  internal team members to see the whole picture
  objectively.
• Dealing with data and privacy
• Customers today want to know that their personal
  data is secured, and with numerous data policies
  being implemented in markets all around the
  world, its more crucial than ever to take
  privacy seriously and exhibit transparency and
  reliability.
• Analyze the data policy of each technology by
  mapping your current stack. The best services
  and platforms are frequently offered in
  software-as-a-service (SaaS) and cloud storage
  formats, both of which present a number of
  security risks that you should be aware of.
  Additionally, whenever youre thinking about
  adding a new product or platform to your stack,
  make sure the seller complies with CCDPA and
  GDPR, and give preference to those who take
  additional security precautions above what is
  required by law.
• Similar to this, if many users are managing the
  same accounts and using the same login
  information, you should often update your
  passwords, implement two-factor authentication,
  and regularly remove users who have left the
  company.
• Overinvestment in Tools
• Without enough research, teams risk wasting money
  on either
• expensive tools they dont need or several tools
  that each do a very

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specific job. Since many platforms come with
built-in eCommerce capabilities, many businesses
might cut their spending on digital commerce by
more carefully incorporating their digital
commerce strategy within their content
management systems (CMS). The team may
occasionally buy marketing products without fully
understanding their capabilities and tech
integrations. It is practically hard to
determine if a tool is the best choice for
achieving your goals without having a clear
understanding of its value. Working with
specialists in MarTech tools can help teams
choose the solutions that are best suited for
their objectives and existing knowledge while
not overspending on the marketing technology
they require. Wrapping Up Marketers who have a
MarTech stack that is well optimized can deliver
relevant experiences to the appropriate clients
across all touchpoints, increasing engagement,
conversion rates, and ultimately ROI. Because of
how quickly marketing technology is developing,
teams may find it challenging to manage complex,
disconnected tech stacks. It takes optimizing the
stack and simplifying it with specific marketing
objectives to turn MarTech into business
outcomes. Leaders in marketing must also think
about developing teams to handle the management
and use of these technological resources. Its
crucial that the tools or platforms you choose
support the current stack and speak to each in a
logical and connected way if you want to make
sure that your MarTech stack
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