How to Build a Marketing Technology Collection That’ll Grow With You
Dear Advertising ops professionals, what will your marketing team look like 6 months from now? Or a 12 months from now? How many individuals will you add? What new tools, systems, and information will you need?
There are a lot of potential questions you can ponder about the future of your business but there is one certainty you’ll be coping with: more . More data, more people, more process, more complex issues, and more questions around security and data privacy.
As your team and business scales, it’s important to incorporate marketing technology into your day to day procedures. You’ll want to use tools that make your today procedures easier, and will stay with you as you grow your business.
How s technology used in marketing?
Technology is used by marketers in order to execute their marketing strategies. Marketers will use software in order to with task automation and data collection so they can get insights related to campaign exercise and their impact on customers.
For example , say that your team spends a significant period of time emailing customers. The activity feels repetitive, and it is keeping people away from a lot more pressing assignments. You may choose to utilize an email automation software, so less time is invested sending emails. You also wish the software you use to track information related to those emails, so you gain an understanding of how your own users interact with them.
In brief, marketers use technology to make their jobs easier, and to understand their degrees of success. The technology that marketers then choose to use to reach your goals in their marketing campaigns is called their marketing tech stack.
What is a marketing tech stack?
As outlined above, the marketing tech stack is the tools that marketers use to execute elements of their advertising campaigns, from lead generation to customer satisfaction. There are hundreds of various tools to choose from when creating your marketing tech stack — 8, 000 to be exact.
At HubSpot, the Marketing Hub is an all-in-one platform that marketers may use to execute their strategies. While this is not it’s just function, the software comes with a variety of tools to choose from, including Seo. The SEO tools bundle will assist you in optimizing your blog for SEO rankings along with keyword research tools, and also as-you-type optimization advice while you are creating content.
Ultimately, the technology you choose is meant to help you carry out your campaigns from begin to finish.
Your Advertising Technology Roadmap
The reality is there is no out-of-the-box method that will assist you prepare for more . Your company is unique, as well as your perfect marketing stack will not look exactly like anyone else’s. This is the time for choosing the right tech tools for your group, setting them up in a manner that your future team can use and understand.
All of this, while making sure a positive return on your marketing investment. (What could make a mistake, right? )
We’ve been presently there, too. HubSpot’s marketing procedures team is all too acquainted with the challenge of more , having tripled the size of our marketing team in just three years.
We’ve learned a lot along the way — and we gathered six insights through HubSpot’s resident ops professionals to ask what they want they would have known whenever growing HubSpot’s own marketing tech stack.
1 . Keep systems simple.
Have you heard from the “keep it simple, silly” (KISS) principle? The term, originally coined by an aeronautical engineer in the US Navy, states that will simplicity guarantees the greatest levels of user acceptance and discussion.
The term is used often in software design, for example , where function and instruction slip can make products unmanageable as time passes.
How do you prevent this occurring in your own company as it continues to grow? Put your current strategy upon paper, and review the value of every stage of your process with your leadership team. Think about what processes could be done more efficiently, and what could be removed altogether.
“The #1 drivers of complex business systems is complex business guidelines, ” says HubSpot Advertising Operations Manager Mark Metcoff. “If you can simplify your go-to-market strategy as much as possible, then regardless of how you structure your own systems, you’ll be heading in the right direction. ”
2 . Strive for medium-term solutions.
In an ideal world, every decision a person make about your technology stack today will work effortlessly for your team for years in the future.
In reality, though, you are probably going to change systems a dozen times over the next few years if you carry on and scale. You shouldn’t worry about choosing your forever tech, but do not settle for a tool which will become obsolete in six months, either.
“Aim for the medium-term, ” Metcoff suggests. “The costs of switching systems has never been lower, thanks to the emergence of more persistent datastores like customer data systems that can under-lie front-office facing systems, and iPaaS solutions that allow you to integrate front-office suppliers for easy data transfer. inch
3. Strategy first, technology second.
As companies develop, it can be tempting to depend on technology to support processes which are still evolving. Usually, preparing when a team adopts effective tools that have a lot of potential, and they try to mold their particular systems around it.
HubSpot’s marketing operations team made this mistake, too, with an important takeaway: What sets apart truly powerful tech piles isn’t just about the technology.
“The tools themselves won’t cause you to successful but rather how you make use of them, ” explains Kerri Harrington, HubSpot Marketing Ops Analyst.
Harrington has worked closely along with HubSpot Partners, consulting numerous who were in the midst of building their particular tech stacks. She trained them to think about their technology stack not as the powerhouse behind their systems, yet a vehicle to efficiently plus effectively execute their strategy.
If you are still developing your own strategy, she says, attempt drawing out and visualizing your tech stack. This gives you an opportunity to think critically about each tool, the reason it serves, and high is any overlap or even duplication in your tools. See the “Stackies” competition for inspiration.
4. Document everything, and record it well.
Imagine starting your spice cabinet, ready to cook up a chicken curry, to find that nothing in the cabinet is tagged. Every spice and plant is in the same colored jar, with no ingredient label or even expiration date.
Barring the noteworthy sense of smell, this project would not become very easy or enjoyable.
This is what it’s like to step into a new role only to realize that through the years, your new team’s processes plus database have not been properly documented. This is common amongst growing companies, because as your database grows and your systems evolve, it’s easy to end up with plenty of clutter, data integrity problems, and confusion.
Many will skip right over this — who likes to record? Who has the time to ‘waste’ per day of innovation to do apparently admin work? We have it — But for the sake of your future team (and your future sanity), make sure you take the time to lay down the right foundation for data architecture.
“I aren’t tell you how many times we have to review the history of a modify or ‘walk through’ the last couple of years on a topic, inch says Maggie Butler, Senior Marketing Enablement Manager. “It gets really, really hard when no one has documented anything at all. ”
One incredibly beneficial resource HubSpot had throughout one of its growth spurts, she says, was the documentation built by our engineers that will detailed in simple language how the logic and program code worked. Aim for this amount of documentation to be comprehensive across all applications, and easily accessible for everyone on your team.
With regards to Marketing, our Lead Management tool embodies the ‘document everything’ mantra. The tool can be used to create a database of most customer information, where you can look at chronological timelines of every conversation customers have had with you.
five. Point solutions serve an objective.
A point solution is a product or even service that addresses a single very specific need within a marketing organization. Sometimes, you just need to a piece of software to do a particular thing really, really well. There’s no shame in it.
PieSync is a great example of this. If you use multiple different apps in order to execute your marketing strategy, monitoring customer data from each app can be a tedious process. PieSync can be integrated together with your CRM to streamline this method by syncing customer data from your favorite apps as one up-to-date database.
But remember that every piece you do help to increase your infrastructure comes with its compliance risks, technical problems, maintenance and upkeep, plus general administration.
“Also appearance closely at whether or not this needs to be integrated into your own tech stack, ” clarifies Metcoff. “Sometimes point solutions work just fine in a silo. ”
If you have any point solutions in your current stack, think about how it matches into the bigger picture: how does this interact with the rest of your technologies, and what do you need to do to keep it working?
6. Aim for ease of use, but don’t sacrifice the essentials.
There are a lot of options out there — so don’t settle for less than what you need. At the end of the day, you need to choose a system that’s easy for your own team to pick up and use, but still has the power and flexibility you need to get things done.
The challenge with today’s marketing and advertising automation tools is that they offer either enterprise-grade power or even consumer-grade ease-of-use, but never ever both. As a result, many still go with the safe bet — overpriced, overly difficult, and under-utilized tools — which translates to spending additional time on systems than on the customers.
With all of the tools available these days, there is no need to use clunky, complicated, and time-consuming legacy software program. We believe you shouldn’t need to sacrifice productivity to get strength, because the best tools combine both power and ease-of-use. When you focus on delighting your customers and creating great experiences instead of managing your software program, you will grow better.
A lot more can be a good thing.
Adding more can be terrifying, but a lot more, more means you’re developing. And it’s never been a better time to be a marketing ops professional. With the wealth of powerful technology now available, that it is easier than ever to grow your tech stack with a smart ops leader and the right technique in place.
We believe this is paramount for any growing business, which is why you should expect a lot more out of your marketing software plus from the tech stack a person build with it — the future team will thank you.
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