How do you choose new marketing tech for your operations?

When evaluating options, I like to develop a scorecard to rate how platforms meet our criteria. Key factors I look at include ease of use, scalability, analytics, budget, and how well a tool integrates with our existing martech stack. I place high importance on integration to avoid introducing new silos.

Assessing your current state must include a review of use cases for each tool as well. You'll typically find some tools that are underutilized, and some tools that can support new requests or use cases. I think that fully utilizing your existing stack should be the priority, before even beginning to evaluate new providers. The efficiencies you'll find will give your team access to more capabilities, and you'll have more confidence in what your tech stack can actually support and what other use cases for tech exist (where the gaps) are before you hit the market for new tools.

Evaluating your present situation should involve examining the application scenarios for each tool in use. It's common to discover certain tools that are not fully leveraged, as well as tools that have the potential to accommodate new requests or scenarios. I believe that maximizing the use of your current toolkit should be the foremost consideration, preceding any consideration of new providers. The optimizations you uncover will provide your team with enhanced capabilities, instilling greater confidence in the support your tech stack can provide and illuminating any existing gaps in technological applications before exploring new tools in the market.

Selecting new marketing technology for your operations requires a systematic approach. Begin by identifying your specific business needs and objectives. Evaluate available options and align them with your goals, considering factors like scalability, ease of integration, and budget constraints. Seek feedback from your team, as they'll be the end users. Perform thorough research, including vendor comparisons and user reviews. Consider the long-term benefits and potential ROI of the technology. Prioritize solutions that enhance efficiency, data analytics, and customer engagement. Ultimately, choose the technology that best suits your current and future marketing requirements while ensuring a seamless implementation process.

Humans are at the heart of any tech stack adoption. Whether you are adopting a new teck stack to improve internal operations or external operations. You need to have a checklist of the internal impact and external impact of the technology on your team and the business. Does it get easier or... One of the dangerous thing to do is to dump technology on your team. Be reminded that whoever is joining the team has to be successfully onboarded. While this may be secondary, I believe the easier the user experience for your team, the easier it gets for your team to employ the technology to drive the required results.

I like asking myself: How would this look like if it were easy? Once I know what I am looking for, then I look for the tools that can help me get there.

Define the problem to be solved, define the use case. If you already know what's the set of tech that can help with that go to G2 and compare alternatives, see reviews, if you don't Google the category. Narrow down the list to 2-3, ask around to get recommendations. Ask for a demo, customer references. Buy...

It is crucial to define you requirements based on your company needs. It could be more beneficial to start small then to try to emulate another company solution. Focus on the needs and leave the "nice to have" features for when you have establish a solution that shows results. Make sure the requirements fits in the overall revenue strategy in order to avoid creating silos.

It's important to come up with a clear list of requirements for your new Marketing technologies. Some organizations may have budget for their IT or Engineering staff to build requirements so that they match what are used for other applications. Otherwise, just start with a simple list of must haves, nice to haves and deal breakers and share it with your team and the technical resources they have available. At least with that they will have something to build on.

Some pain points in marketing operations may include inefficient workflows, lack of integration between tools, and difficulty measuring ROI. Gaps can include the lack of certain capabilities or tools that hinder marketing efforts. Opportunities may arise from improving targeting capabilities or simplifying campaign management. Existing tools should be evaluated based on their performance and alignment with marketing strategy, workflow, and metrics. This assessment will help identify areas that need improvement, replacement, or improvement. A thorough audit of the marketing technology stack will identify pain points, gaps, and opportunities, making it possible to identify areas that need improvement or improvement.

Keep in mind that different tech can have different definitions of a feature with the same name. For example, can Marketing Automation in one software be something completely different than Marketing Automation in another software. Also remember to look at implementation costs and complexity, to consider the total amount of resources needed to be successful.

Don't rely on the vendors' word alone - Take advantage of independent online communities for the martech solutions you're researching. See what questions are being asked and the response to them, from both other users and the vendor. Be wary of online review sites, where users are often compensated to provide reviews.

Conduct a thorough audit of your current marketing technology stack to identify pain points, gaps, and opportunities. Evaluate the performance and alignment of your existing tools with your strategy, workflow, and metrics. Define your specific requirements for the new marketing technology, including objectives, outcomes, features and technical criteria. Research and compare different options using online reviews, case studies, demos and references. Consider using frameworks such as an RFP or RFI to gather and compare information from vendors.

Start your search for marketing technology with a detailed list of what you need. Use resources like online testimonials, use cases, and product demonstrations to get an inside look. Get trustworthy input by asking around in related fields. To objectively assess potential suppliers, use formal methods like request for proposals or requests for information. Look for resources that satisfy your unique requirements, provide solid value, and have a track record of accomplishment. By comparing many options, you may choose one that works well for your business and marketing requirements both now and in the future. This will help you find a solution that is a good strategic match.

Conducting a thorough audit of your marketing technology stack will help you identify pain points, gaps, and opportunities in your marketing operations. It provides insight into how well your existing tools are performing and whether they are meeting your expectations. By understanding their integration, alignment with strategy, workflow, and metrics, you can determine areas that need improvement, replacement, or improvement. Defining specific requirements for your new marketing technology is essential. - Research and comparison play an important role in finding the right technical marketing solution. Testing and validation of new marketing technology is critical before making a final decision. Ned.

This step is often overlooked by big corporates. Once the technology is chosen, they oftentimes lock themselves in. I always suggest going for a Proof of Concept and maybe even testing two potential solutions next to each other. We do this for GDPR-compliant analytics tools for instance. We test multiple tools to see which data is more accurate before pulling the 'kill switch'.

It's important to have as many views into the new Marketing technologies as possible : -vendor demo -guided walkthrough -team walkthrough with evaluation and rating of features The artifacts from this testing should be placed in a repository that is accessible to your team and teams that work with you - and you should include people from your team who will be performing different roles as well as your IT Support staff/managers. Different experiences will provide deeper insights into the testing and validation.

Be wary of martech solutions that do not allow you to look underneath the kimono for a free trial period. There's a reason they do or do not do that.

Before committing to new marketing technology, it's vital to test and confirm it in your real work environment. You should ask the supplier for a free demo, trial run, or proof of concept. During the trial, you may see how the product works in conjunction with your current infrastructure and how it affects your daily operations. It's a chance to hear opinions from the people that matter most: your staff, stakeholders, and consumers. This is the time to go through what may go wrong and how you could fix it. You may be certain that the tool will support your team's productivity and help you achieve your business goals thanks to the results of this hands-on testing.

Conduct a thorough audit of your marketing tech stack to identify pain points, gaps, and opportunities. Define your specific requirements for the new marketing tech, including goals, features, and technical criteria. Research and compare different options, utilizing online reviews, case studies, and demos. Test and validate the new marketing tech through free trials, pilots, or proof of concepts. Plan and execute the implementation, considering time, cost, resources, change management, and training.

New marketing technologies need meticulous preparation and execution in order to be successful. To get started, calculate how much time, money, and other assets will be needed to make the change. It's important to keep everyone on the same page during times of transition by providing enough training and open lines of communication. Create a thorough plan of action and establish clear benchmarks for success to track the results of the new instrument. Processes, data management, and metrics should be reviewed and updated to fit the new system once it is in place. This not only provides a smooth transition to the new technology, but also improves efficiency so that you can make the most of it.

A communication plan and a project timeline are very important. A good communication plan is a very important part of helping to make sure your new project is understood and adopted by its stakeholders. The project timeline is very important for monitoring project health and keeping it moving- and picking up from where you left off if you are interrupted.

Take time to research best practices for using your chosen solution. Take advantage of the experience gained by others in successfully (or unsuccessfully!) implementing your marketing tech. Spending a little time at the start to set your system up correctly can save a ton of time and resources down the road for you, and anyone who follows you in maintaining and operating your martech stack.

Consider to get external help. Improving your tech stack can unlock great potential for your business. Consider if you should get help from an external person when doing this process, as this can be a great investment to ensure that you do not waste time and money on the wrong choices. An external expert would also have the experience and creativity to understand the full potential in your business with the correct tech stack. They will also consider your tech comfort level to ensure that you are not only choosing the right tech for its functionalities and features but also the right tech for the business and people that are to operate it.

Consider your internal tech skills. Who will be operating the tech once implemented? Who will be the main contact person if something is not working or needs to be improved? Make sure that your tech aligns with the available tech skills (internal or external) to ensure long-term success also after implementation.

The single most important consideration in MarTech decision-making is missing: ROI Research, evaluation, implementation, and operations are the fun parts. Who doesn't love fancy new marketing platforms? But what is your team going to pay per add'l web visitor, new prospect/lead, new follower, etc? To maximize value, leaders need to quantitatively demonstrate the incremental future revenue and profit that will be generated by the adoption and use of any marketing technology. And attention needs to be paid to staffing: can you source the talent to run your stack?