When it comes to developing your marketing technology stack, you can’t just think about the technology. Your MarTech strategy should focus on enablement – having the right tools to achieve your goals. That’s why the selection of the tools that make up your MarTech stack is really a decision for marketers to make. In this blog post, we’ll discuss how to go about selecting the right tools for your needs. We’ll also provide some tips on how to get started if you’re not sure where to begin.
First, marketing teams need to determine what their goals of a MarTech stack will be. Is it for developing and managing content? Customer communications? Lead generation? Once the goals are set, it’s time to look at what features each tool offers to meet those needs.
There are a number of factors that need to be considered when selecting the right tools for your MarTech stack. Here are a few things to keep in mind:
- Ease of use: Marketing teams need to be able to use the tools they select with little to no training. Otherwise, they’ll never use them.
- Team Abilities: Does your team have the skills needed to use the new technology to full effectiveness? Is training required and does the MarTech vendor offer support?
- Functionality: The tool should be able to do what you need it to do. If it doesn’t have the right features, it’s not the right tool for you. Additionally, a lot of tools overlap in their features. It’s important to select the tool that offers the right mix of features that provide the maximum benefit without duplication.
- Integration: Can the tool integrate with the other tools in your stack? Are there requirements from your organization that must be considered and will the implementation require resources from other departments?
- Pricing: Is the tool affordable for your team? You don’t want to invest in a tool that isn’t going to provide value.
Once you’ve considered all of these factors, it’s time to start looking at specific tools. There are a lot of options out there, so it’s important to take your time and do your research. Working with The Asman Group provides complete guidance for your MarTech strategy. Our services include:
- Assessment
- MarTech stack audits
- Vendor selection and contract negotiation
- Team skills assessment, training, and staffing
Contact us today to learn more about how we can help you select the right tools for your marketing technology stack.
