Maximizing Martech Stack Utilization for Improved Marketing Efficiency

With martech utilization plummeting to 33%, CMOs and their teams must maximize the value of their stack before seeking budget increases or new additions. Several factors can lead to underutilization, such as scope issues, viewing investments as costs, or inadequately supported teams. Another reason is that martech stack platforms are typically integrated with a company’s existing processes, which can be a missed opportunity since many of these processes are outdated or sub-optimal. To enhance efficiency, companies need to reevaluate marketing activities, revamp processes, and eliminate unnecessary steps.

Enter the experimental marketer: someone who sits at the intersection of marketing and technology and has a strong customer activation background. By following the steps outlined below, they can optimize martech stack utilization, break down silos, and improve marketing efficiency within organizations.

Increase visibility
Listen to all the different stakeholders involved in communicating with customers. This helps you understand pain points and then connect to the platform’s functions to see how they could help.

Demonstrate value
Provide specific examples and benchmarks to illustrate how these platforms address pain points. Experimental marketers go beyond the surface-level improvements for customers to uncover the significant benefits for teams communicating through various channels.

Orchestrate simplification
How can these platforms help change the marketing processes in a meaningful way? Can it help create a sustainable approach that can be continued regardless of the platform itself? Can the martech stack help lead to the automation of such processes?

Strive for clarity
Tie the martech stack back to the overall business goals above siloed KPIs. For example, if the business’s overall KPI is to get to know its customers better, then the martech stack platform utilization would all tie back to how it can help the company get to know its customers better.

Experimental marketers play a pivotal role in bridging the gap between marketing and technology, with a focus on customer activation. By following the steps above, they can optimize martech stack utilization, break down silos, and improve marketing efficiency within organizations.

Originally reported by Martech: https://martech.org/how-experimental-marketers-can-drive-martech-utilization/
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