Clevertouch Consulting

𝗧𝗵𝗲 𝗦𝘁𝗮𝘁𝗲 𝗼𝗳 𝗠𝗮𝗿𝘁𝗲𝗰𝗵 𝟮𝟬𝟮𝟰 𝗿𝗲𝗽𝗼𝗿𝘁 𝗶𝘀 𝗼𝘂𝘁 𝗻𝗼𝘄! Download: https://lnkd.in/g8U-TFKC Now in its fifth year, The State of Martech research is still the only dedicated study into the Martech industry that is carried out in partnership between a commercial practitioner, Clevertouch Consulting, and an academic research body, the University of Southampton Business School, for increased reliability and validity in both design and insights. This year's report has been structured into seven sections that emerged from the survey data: ⭕ 𝗕𝘂𝗱𝗴𝗲𝘁𝘀 & 𝗚𝗿𝗼𝘄𝘁𝗵: Strong investment ambitions meet a focus on optimisation ⭕ 𝗠𝗮𝗿𝘁𝗲𝗰𝗵 𝗠𝗶𝗴𝗿𝗮𝘁𝗶𝗼𝗻𝘀: The pace of platform migration and the drivers for doing so ⭕ 𝗟𝗼𝘃𝗲 𝗶𝘁 𝗼𝗿 𝗟𝗼𝗮𝘁𝗵𝗲 𝗶𝘁: Martech's value felt far and wide ⭕ 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝗠𝗼𝗱𝗲𝗹𝘀: Internal conundrums and the e(x)ternal search for the right external partner ⭕ 𝗛𝘆𝗽𝗲𝗿-𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻: Closing the gap on personalisation aspirations and reality ⭕ 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗥𝘂𝗹𝗲𝘀: The rise of revenue-centric marketing ⭕ 𝗠𝗶𝘀𝘀𝗶𝗼𝗻 𝗖𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗠𝗮𝗿𝘁𝗲𝗰𝗵: A strategic business asset Within each topic area we have compiled the key findings, headline statistics and strategic implications for your Martech strategy. Download your copy here: https://lnkd.in/g8U-TFKC

𝗢𝗻-𝗱𝗲𝗺𝗮𝗻𝗱 𝗪𝗲𝗯𝗶𝗻𝗮𝗿: 𝗛𝗼𝘄 𝘁𝗼 𝘀𝗰𝗮𝗹𝗲 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗕𝟮𝗕 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 Personalisation remains a top priority for many businesses, with 𝗱𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 playing a central role in delivering tailored experiences. According to our 𝗦𝘁𝗮𝘁𝗲 𝗼𝗳 𝗠𝗮𝗿𝘁𝗲𝗰𝗵 𝟮𝟬𝟮𝟰 (https://lnkd.in/euPjUpPB) research, companies that prioritise personalisation see higher customer engagement, loyalty and conversion rates. Customers now expect more (and better) personalised interactions, and with the evolving role of 𝗔𝗿𝘁𝗶𝗳𝗶𝗰𝗮𝗹 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 (𝗔𝗜) in helping organisations achieve this, it's easy for marketers to be left feeling unsure where or how to start. With AI playing a prominent role in Martech and wider marketing strategy, and as more Martech vendors implement it more boradly across their platforms, it’s essential for organisations to understand how to scale personalisation efforts and automate decision-making based on real-time customer data. In our recent webinar, Mark Pearson, Head of Consultancy and Lily Kowalik, Head of Growth, share some of the ways that businesses can utilise AI effectively for cross-channel personalisation. Click the link below to watch the recording on-demand. The team cover: ⭕ The challenges for B2B organisations in executing personalisation at scale ⭕ Breaking down the personalisation siloes and unlocking new AI workflows ⭕ From content supply chain through to content generation and journey decisioning If you missed the webinar, watch the recording by clicking the link below: https://lnkd.in/e7afiYxv

𝗠𝗶𝘀𝘀𝗶𝗼𝗻-𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗠𝗮𝗿𝘁𝗲𝗰𝗵 🚀   In this year's State of Martech research, the data revealed that nearly half (47%) of the marketers surveyed are now using Marketing Automation for use cases wider than marketing, capturing digital engagement to support all areas of the business, from employee engagement to investor relations.   They are doing more than just lead gen/funnel filling, but using martech in wider ways beyond customer acquisition and retention, such as with customer onboarding, subscription management and/or trust and privacy. This is what we refer to as mission-critical Martech – and it’s to be applauded.   As organisations continue to recognise and leverage the strategic value of martech, they are likely to further integrate these technologies into core business processes, involving multiple departments and affecting governance and budget decisions at higher levels, solidifying martech’s status as a critical asset.   Get a copy of the report in your inbox: https://lnkd.in/edPqKiDN   The State of Martech is the 𝗢𝗡𝗟𝗬 research in the Martech industry that is conducted by an academic institution - University of Southampton - and an independent practitioner - Clevertouch Consulting - for increased reliability and validity in both survey design and insights.

💡 𝗜𝘀 𝘆𝗼𝘂𝗿 𝗠𝗮𝗿𝘁𝗲𝗰𝗵 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗿𝗲𝗮𝗱𝘆 𝗳𝗼𝗿 𝗮 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿-𝗖𝗲𝗻𝘁𝗿𝗶𝗰 𝗣𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲 𝗖𝗲𝗻𝘁𝗿𝗲? Preference centres are not just a tool for maintaining compliance, they are a strategic Martech asset that can enhance customer experience, improve targeting, increase engagement and improve efficiency.    𝗪𝗵𝘆 𝗵𝗮𝘃𝗲 𝗼𝗻𝗲?   ➡️ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗲𝗱 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: If managed well, preference centres provide prospects and customers with better personalised communications and an overall improved brand experience.   ➡️ 𝗕𝗲𝘁𝘁𝗲𝗿 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: A preference centre enables you to build out a clear picture of your clients' needs through progressive profiling and clear segmentation.   ➡️ 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗱 𝗗𝗮𝘁𝗮 𝗣𝗿𝗶𝘃𝗮𝗰𝘆 & 𝗖𝗼𝗺𝗽𝗹𝗶𝗮𝗻𝗰𝗲: Helps you to stay compliant by enabling users to manage their consent and preferences around personal data processing and simplifies the process of managing customer consent across different channels.   ➡️ 𝗛𝗶𝗴𝗵𝗲𝗿 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻: Allows customers to manage their preferences, presenting your brand as customer-centric who value user experience.   ➡️ 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 𝘁𝗵𝗲 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 𝗼𝗳 𝘀𝗰𝗮𝗹𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗳𝗼𝗿 𝗴𝗿𝗼𝘄𝘁𝗵: As consumer preferences change over time, a preference centre allows you to keep track of these shifts and adapt marketing strategies accordingly.   Watch our webinar on the Best Practices for B2B Preference Centres: https://lnkd.in/e473aEMM

💥𝗛𝗼𝘄 𝘁𝗼 𝘀𝗰𝗮𝗹𝗲 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗕𝟮𝗕 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 Personalisation continues to be a key focus for many businesses, with data-driven marketing at the heart of creating tailored customiser experiences. Our State of Martech 2024 (https://lnkd.in/euPjUpPB) research shows that companies that prioritise personalisation see higher levels of customer engagement, loyalty and conversion. As customer expectations for personalised interactions grow, marketers are increasingly turning to 𝗔𝗜-𝗱𝗿𝗶𝘃𝗲𝗻 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 to meet these demands. With AI playing an integral role in marketing technology and automation, it is crucial for organisations to understand how to adapt and scale their personalisation strategies and automate decision-making using real-time customer data. Join Mark Pearson, Head of Consultancy and Lily Kowalik, Growth Account Director on 𝗪𝗲𝗱𝗻𝗲𝘀𝗱𝗮𝘆 𝟮𝟳𝘁𝗵 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 for a webinar as they share ways to utilise AI effectively for cross-channel personalisation. Secure your spot by registering here: https://lnkd.in/eywqy5_Y If you can't make it, register anyway and we'll send you the recording.

𝗠𝗶𝗴𝗿𝗮𝘁𝗶𝗻𝗴 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗼𝗻 𝗼𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗖𝗹𝗼𝘂𝗱 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 is difficult. Especially when:   ➡️ You don't have enough internal resource or capacity ➡️ There is not enough knowledge or experience migrating between platforms ➡️ You're under pressure to migrate and go live in time for a key milestone   In this year's 𝗦𝘁𝗮𝘁𝗲 𝗼𝗳 𝗠𝗮𝗿𝘁𝗲𝗰𝗵 (https://lnkd.in/euPjUpPB) research, we asked over 600 senior marketers from the UK, US and Europe about their migration habits, including the drivers for doing so.   The narrative depicts migration decisions are driven not by operational pain points but by an intentional repositioning towards platforms that promise strategic alignment with future directions. This signals a critical point for leadership to reassess martech investments through a long-term lens, seeking immediate utility but also scalability to support growth trajectories.   At Clevertouch, we have supported multiple clients with their large-scale migration projects including most recently BT Group and Ascential – Part of the Informa Group. Our team of consultants take the lead with the assessment of customers' existing systems and processes, ensuring a smooth transition to new platforms, ensuring data integrity, system configuration, and user adoption while optimising digital transformation efforts.   Are you thinking of changing Martech platform? Our helpful guide highlights the key areas you should consider before making a decision, such as:   ⭕ Improving support with your current martech platform   ⭕ Reducing current platform costs   ⭕ Simplifying current platform use   ⭕ Marketing's key priorities   ⭕ Ensuring you choose the right platform   𝗗𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝘁𝗵𝗲 𝗴𝘂𝗶𝗱𝗲 𝗵𝗲𝗿𝗲: https://lnkd.in/erfh6nK

𝗢𝗻-𝗱𝗲𝗺𝗮𝗻𝗱 𝗪𝗲𝗯𝗶𝗻𝗮𝗿: 𝗗𝗶𝘁𝗰𝗵 𝘁𝗵𝗲 𝗦𝘁𝗮𝗰𝗸 - 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗠𝗮𝗿𝘁𝗲𝗰𝗵 𝗦𝗽𝗶𝗻𝗲© The marketing stack as a coherent set of technologies for most companies is a fallacy. So, to help with clarity of thinking, we think and prefer to use the `Martech Spine’ rather than the ‘Martech Stack’. 𝗪𝗲 𝘁𝗵𝗶𝗻𝗸 𝗦𝗶𝗺𝗽𝗹𝗶𝗰𝗶𝘁𝘆 𝗶𝘀 𝗸𝗲𝘆, 𝗻𝗼𝘁 𝗰𝗼𝗺𝗽𝗹𝗲𝘅𝗶𝘁𝘆, 𝗮𝗻𝗱 𝗰𝗲𝗿𝘁𝗮𝗶𝗻𝗹𝘆 𝗻𝗼𝘁 𝗦𝘁𝗮𝗰𝗸𝘀. Since we created this concept in 2016, it has been adopted by a number of leading organisations who have sought clarity and simplicity over the confusion and complexity of the marketing technology landscape. Watch our on-demand webinar where Stuart West and Chris Fowler share details on the latest evolution of the Martech Spine - one that focuses on your martech capabilities rather than the individual technologies and platforms that you use. 𝗧𝗼 𝗯𝘂𝗶𝗹𝗱 𝘆𝗼𝘂𝗿 𝗦𝗽𝗶𝗻𝗲, 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗸𝗻𝗼𝘄 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝘁𝗲𝗰𝗵𝗜𝗤. Chris also shares news on our latest research initiative, martechIQ, that will help marketers assess their martech performance, benchmark with their peers and effectively measure MROI. Watch the recording here: https://lnkd.in/eiUB8szd

We've been working with eFinancialCareers since 2013, supporting them on a range of #martech projects including lead scoring strategy, platform audits and training and enablement.    More recently, we've helped them implement Adobe Marketo's 𝗗𝘆𝗻𝗮𝗺𝗶𝗰 𝗖𝗵𝗮𝘁 feature. We worked closely with the eFinancialCareers team to design workflows and routing tailored to website user journeys and desired next step. As part of the project, we have up-skilled their internal teams to offer complete autonomy in updating and managing workflows in the future.    "𝗖𝗹𝗲𝘃𝗲𝗿𝘁𝗼𝘂𝗰𝗵 𝗶𝘀 𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝗳𝗼𝗿 𝗲𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹𝗖𝗮𝗿𝗲𝗲𝗿𝘀, 𝗵𝗮𝘃𝗶𝗻𝗴 𝘀𝘂𝗽𝗽𝗼𝗿𝘁𝗲𝗱 𝗼𝗻 𝘀𝗲𝘃𝗲𝗿𝗮𝗹 𝗱𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲𝘀 𝘁𝗼 𝗶𝗻𝗰𝗹𝘂𝗱𝗲 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗵𝘂𝗯, 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗮 𝗹𝗲𝗮𝗱 𝘀𝗰𝗼𝗿𝗶𝗻𝗴 𝗽𝗿𝗼𝗴𝗿𝗮𝗺 𝗮𝗻𝗱 𝗼𝘂𝗿 𝗿𝗲𝗰𝗲𝗻𝘁 𝗹𝗮𝘂𝗻𝗰𝗵 𝗼𝗳 𝗗𝘆𝗻𝗮𝗺𝗶𝗰 𝗖𝗵𝗮𝘁. 𝗧𝗵𝗲 𝘁𝗲𝗮𝗺 𝗼𝗳𝘁𝗲𝗻 𝗴𝗼 𝗮𝗯𝗼𝘃𝗲 𝗮𝗻𝗱 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗼 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗼𝘂𝗿 𝗻𝗲𝗲𝗱𝘀 𝗮𝗻𝗱 𝘁𝗼 𝗱𝗲𝗹𝗶𝘃𝗲𝗿 𝗮 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝘁𝗵𝗮𝘁 𝗶𝘀 𝗳𝗶𝘁 𝗳𝗼𝗿 𝗽𝘂𝗿𝗽𝗼𝘀𝗲."   Thank you for the great feedback Rainy Gill!   If you're interested to learn more about Marketo Dynamic Chat, have a read of our blog here: https://lnkd.in/eF_kMBdc or to discuss further, you can get in touch here: https://lnkd.in/eu-EFpPp

𝗨𝗻𝗹𝗼𝗰𝗸𝗶𝗻𝗴 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝗶𝗲𝘀 𝘄𝗶𝘁𝗵 𝗔𝗱𝗼𝗯𝗲 𝗪𝗼𝗿𝗸𝗳𝗿𝗼𝗻𝘁 𝗙𝘂𝘀𝗶𝗼𝗻: 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝗮𝗻𝗱 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗲 𝗬𝗼𝘂𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗪𝗼𝗿𝗸𝗳𝗹𝗼𝘄 The need for streamlined marketing workflows and efficient project management has never been more critical in today's fast-paced environment. Adobe Workfront is a marketing work management platform that enables you to plan work, allocate resource and effectively execute campaigns (we use it ourselves, so we should know!) But how can you take its capabilities up a level, connecting Workfront to your Marketing Automation platform to create further efficiencies for marketing campaign delivery? Adobe's Workfront Fusion is a powerful 'add-on' to Adobe Workfront for optimal process automation and integration between applications. In our latest blog, Strategic Project Manager and certified Adobe Workfront Core Developer Expert, Chloe Martin, explores the significance of Workfront Fusion in fully maximising Workfront to transform operating processes, and in turn, make your strategic marketing management tool a mission-critical Martech asset for your organisation. Read here: https://lnkd.in/eH-8K73N

Is it time to 𝗗𝗶𝘁𝗰𝗵 𝘁𝗵𝗲 𝗦𝘁𝗮𝗰𝗸? The Martech landscape is large and complex, often leaving marketers feeling overwhelmed with information and overstacked with technology they cannot fully utilise. This is why leading organisations are adopting the Martech Spine mindset - an intelligent approach to building your Martech Stack that ensures your platforms are finely tuned and properly integrated for maximum marketing performance. Join Stuart West and Chris Fowler on 𝗧𝘂𝗲𝘀𝗱𝗮𝘆 𝟮𝟵𝘁𝗵 𝗢𝗰𝘁𝗼𝗯𝗲𝗿 𝗮𝘁 𝟭𝟲:𝟬𝟬 𝗚𝗠𝗧 for a webinar on the concept of The Martech Spine© and how to incorporate the right mix of platforms to deliver consolidated digital experiences for your audiences and tangible attribution for campaign analytics. The team will also talk about the importance of assessing your martechIQ© before building your spine - that is, understanding how you and your martech are currently performing across a range of key performance criteria. Register by filling in the form at the link below. If you can't make the date, register anyway and we'll send you the recording. https://lnkd.in/eCewbANv