Martech Stack Optimization: 5 Insights for 2020

Martech Stack Optimization

Marketing continues to develop into extra advanced as advertising professionals have increasingly more advertising ways obtainable. Marketers want to consider content material, web site, cellular, search engine optimization, SEM, programmatic promoting, video, podcasts, webinars, e mail, automation, personalization, information, social media, account-based advertising, internet online affiliate marketing, eCommerce, engagement, stay occasions, syndication, gamification, retargeting, AI and extra.

As advertising continues to evolve, the know-how wanted to assist advertising continues to evolve too.

What Is a Martech Stack?

The martech stack is the group of applied sciences that markers use to execute, analyze and enhance their advertising throughout the shopper lifecycle.

What Is Martech Stack Optimization?

Martech stack optimization is the way you construct your martech stack to optimize your advertising efforts. What know-how do you want? What are your aims? How do all your applied sciences work collectively? Do they work collectively? What funding must you plan for? And extra.

To perceive the significance of martech stack optimization, it is advisable perceive the expansion of selling know-how up to now 10 years.

To perceive the speedy development of selling know-how, have a look at the Marketing Technology Infographic that’s revealed by Scott Brinker, the Chief Marketing Technologist, annually. The infographic has had such speedy development that it’s now known as a Supergraphic (a well-deserved title change).

Martech landscape supergraphic

The Supergraphic began in 2011 with 150 corporations and has grown to 7,040 corporations in 2019. Yes, that isn’t a typo – 7040!

To assist advertising professionals with martech stack optimization, Ascend2, a research-based advertising agency, fielded the Martech Stack Optimization Survey. 265 advertising professionals participated within the survey.

With so many advertising applied sciences obtainable, it’s simple for corporations to have a martech stack that’s advanced and extremely inefficient. Too usually, a number of Marketing Technologies (or the MarTech Stack) develop into a junkyard of underutilized and disparate instruments. The objective of optimizing this set of instruments is to make tough advertising processes simpler and extra environment friendly.

The Ascend2 survey helps reply the query: How will entrepreneurs optimize their martech instruments within the 12 months forward? 

The Martech Stack Optimization Survey Summary Report is accessible freed from cost and is crammed with invaluable analysis.

Here are a number of noteworthy findings for the Asend2 analysis examine on martech stack optimization:

Finding #1: Status of Martech Stack Optimization inside Marketing Departments Today

It appears that entrepreneurs have acknowledged and are slowly taking motion on the subject of addressing how advertising applied sciences are utilized and managed. Only about one-in-five advertising professionals (19%) have an operational technique in place for optimizing a martech stack. However, one other 58% report being within the growth or implementation section of optimization.

About one-in-five advertising professionals (19%) have an operational technique in place for optimizing a #martech stack. Click To TweetCurrent Status of Optimizing a Martech Stack Strategy

Finding #2: Key Priorities of Martech Stack Optimization

Marketers are tasked with strategically implementing the suitable advertising applied sciences in a method that produces vital outcomes. Making an total advertising technique extra environment friendly is a prime precedence for 55% of selling professionals implementing a martech stack optimization technique. Improving buyer expertise can also be a key goal for 51% of entrepreneurs surveyed.

Making an total advertising technique extra environment friendly is a prime precedence for 55% of selling professionals implementing a #martech stack optimization technique. Click To TweetKey Priorities of a Martech Stack Optimization Strategy

Finding #three: Martech Must Improve Improve Ease of Use

Many advertising applied sciences are solely nearly as good as what the consumer places into them. In order to greatest optimize advertising, over half of the advertising professionals (52%) report that carried out martech want to enhance ease of use. Increasing utilization and adoption of know-how can result in improved efficiency.

Capabilities that the Martech Stack Should Improve

Finding #four: Data Insights and Analysis Is the Most Important Feature of a Martech Stack

When implementing a martech stack, some options are extra necessary to entrepreneurs than others. Access to information insights and evaluation is an important function for 51% of selling professionals surveyed who see the worth in utilizing information to optimize. Ensuring the seamless integration of programs can also be of great significance to 46% of entrepreneurs.

Why Implement a Martech Stack

Finding #5: Martech Stack Optimization Is an Important Investment

Marketers clearly see a profit to dedicating sources to martech stack optimization, as 86% report that they are going to proceed to take a position or are planning to spend money on the 12 months forward. About half of these surveyed (49%) describe this funding as reasonable, whereas 22% say they are going to proceed to take a position considerably in optimizing a martech stack.

Martech Stack Investment


Before your martech stack seems to be extra like a bowl of spaghetti than an optimized device for advertising, take the time to construct your technique and decide what it is advisable achieve success for the 12 months forward. To discover out extra about martech stack optimization, obtain your complete Ascend report.

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