LOOP HORIZON

Part 5: The Two-Way Street of Vendor Relationships    🤝 You’ve issued an RFP, shortlisted vendors, and asked all the tough questions. But here’s one you might have missed: What does your vendor know about you? Your business isn’t just buying software—it’s entering a partnership. To set that partnership up for success:    ✔️ Share your integration landscape  ✔️ Define your timeline for value delivery  ✔️ Be clear on KPIs and expected outcomes    Vendors invest heavily in winning your business. If they understand your goals from the start, they’ll be better partners in the long run.    You can wait for the next in the series, or read Kristina Kalpokaite full article here  https://lnkd.in/ePYg9hmt #martech #partnership #technology #rfp #value #ROI #transformation #strategy

Dive into the latest from Loop Horizon in our February edition of 'In The Loop'!     This month, we talk about a common analytics pitfall, which could be skewing your data and costing you valuable insight; how simple intent signals can be used to drive your propensity modelling and the role GA4 can play within marketing activation.    Happy reading!   #Industrynews #data #digitalmarketing #datadrivenmarketing #datastrategy #customerjourney #transformation #technology #marketing #successfultransformation #Newsletter #insights #Marketinginsights #MarTech #GA4 #adobeanalytics #propensitymodel #intentsignals 

  Part 4: Rethinking Vendor Selection    🧐 Have you ever spent months selecting a tool, only to realize it doesn’t quite fit your needs?    A common mistake: choosing software before defining outcomes. Instead of thinking “we need a CDP,” ask:  ✅ What problem are we solving?  ✅ What capabilities do we truly need?  ✅ How will success be measured?    By shifting the focus from categories to capabilities, you’ll make smarter decisions—without getting trapped in the endless RFP cycle.    You can wait for the next in the series, or read Kristina Kalpokaite full article here: https://lnkd.in/ePYg9hmt #martech #partnership #technology #rfp #value #ROI #transformation #strategy

Part 3: Start With Strategy, Not Software   🛤️ Before launching an RFP, ask yourself: - Where are we today? - Where are we headed? - How does this tool fit into our broader vision? Most RFPs start with platform categories - ESP, CDP, DAM - without first clarifying what needs to be achieved. This leads to chasing features instead of solving real problems.   🔑 The fix? Define capabilities first. Instead of saying “we need a CRM,” ask: ➡️ What business outcomes must this tool enable? ➡️ What integrations are non-negotiable? ➡️ What trade-offs are we willing to make?   Strategy should drive selection - not the other way around.   You can wait for the next in the series, or read Kristina Kalpokaite full article here: https://lnkd.in/ePYg9hmt #martech #partnership #technology #rfp #value #ROI #transformation #strategy

🩺 🩺 Loop Horizon's health-check for all of your data-driven marketing 🩺 🩺 How well are you… continuously pushing forward? Are you and your team thinking about innovation and continuous learning as standard? A Test & Learn way of working can ensure that any progress you made last year is continued and optimised. Similarly are you set up with the best organisational structure with appropriate roles to enable data- driven marketing as standard? Read the full article by Rachel Fox, our MD of Marketing to find out more. https://lnkd.in/eKzSvQy8 #healthcheck #datadrivenmarketing #technology #data #value #attribution #reporting #technologypotential

Part 2: The Flawed RFP Process   📌 Mention "RFP" to any brand or vendor, and you'll likely get a mix of determination and dread. The process is designed to reduce risk, yet it often leads to rushed decisions and regret.   Why? Because an RFP focuses too much on checking boxes—without ensuring the vendor truly understands your needs. By deployment, confidence fades. By renewal, disappointment sets in. And the search starts all over again.   🚀 There’s a smarter way. Instead of just issuing an RFP, build a strategy first. Define what success looks like before you even start evaluating tools.   You can wait for the next in the series, or read Kristina Kalpokaite's full article here https://lnkd.in/ePYg9hmt #martech #partnership #technology #rfp #value #ROI #transformation

🩺 🩺 Loop Horizon's health-check for all of your data-driven marketing 🩺 🩺 How well are you… utilising your technology to its full potential? With marketing technology advancing all the time, it’s easy to lose track of new capabilities in your existing tooling, as well as new products out in the market. You may have a large platform in place, from the likes of SalesForce or Adobe, but are you utilising it effectively to ensure value for money? Do you have new requirements which aren’t being met, but are reluctant to change because of the perceived difficult and lengthy process of finding new technology providers? Read the full article by Rachel Fox, our MD of Marketing to find out more. https://lnkd.in/eKzSvQy8 #healthcheck #datadrivenmarketing #technology #data #value #attribution #reporting #technologypotential

The Martech Selection Trap    💡 Most brands replace their martech tools within five years, chasing better features, integrations, and ROI. But is it really about finding the "best" software - or about building the right partnership?    The traditional RFP process feels like a necessary evil - long, exhaustive, and often leading to regret at renewal time. Why does this cycle keep repeating? Because the process is fundamentally flawed.    🔑 The key to breaking this cycle isn’t just better software selection - it’s a better approach. Over the next few posts, Kristina Kalpokaite, Loop Horizon's Head of Strategy, Data & Technology will share insights on how to rethink vendor selection to ensure long-term success. Stay tuned! #martech #partnership #technology #rfp #value #ROI

💡💡 Smarter ways to select a martech solution from our expert Kristina Kalpokaite 💡💡

🩺 🩺 Loop Horizon's health-check for all of your data-driven marketing 🩺 🩺 How well are you… able to attribute what is driving value? Understanding what is driving value and how to optimise your spend is a critical but often overlooked lever for a successful year. Are you attributing performance across all channels effectively or are you restricted by a last touch model with limited data and reporting? Read the full article by Rachel Fox, our MD of Marketing to find out more. https://lnkd.in/eKzSvQy8 #healthcheck #datadrivenmarketing #technology #data #value #attribution #reporting