Martech Stack Optimization: 5 Insights for 2020

Martech Stack Optimization

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

As advertising and marketing continues to evolve, the expertise wanted to help advertising and marketing 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 and marketing throughout the shopper lifecycle.

What Is Martech Stack Optimization?

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

To perceive the significance of martech stack optimization, it’s essential to perceive the expansion of promoting expertise up to now 10 years.

To perceive the fast development of promoting expertise, take a look at the Marketing Technology Infographic that’s revealed by Scott Brinker, the Chief Marketing Technologist, every year. The infographic has had such fast 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’s not a typo – 7040!

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

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

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

The Martech Stack Optimization Survey Summary Report is on the market freed from cost and is crammed with useful analysis.

Here are just a few 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 and marketing applied sciences are utilized and managed. Only about one-in-five advertising and marketing professionals (19%) have an operational technique in place for optimizing a martech stack. However, one other 58% report being within the growth or implementation part of optimization.

About one-in-five advertising and marketing 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 and marketing applied sciences in a manner that produces vital outcomes. Making an general advertising and marketing technique extra environment friendly is a prime precedence for 55% of promoting professionals implementing a martech stack optimization technique. Improving buyer expertise can also be a key goal for 51% of entrepreneurs surveyed.

Making an general advertising and marketing technique extra environment friendly is a prime precedence for 55% of promoting 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 and marketing applied sciences are solely nearly as good as what the person places into them. In order to greatest optimize advertising and marketing, over half of the advertising and marketing professionals (52%) report that carried out martech want to enhance ease of use. Increasing utilization and adoption of expertise 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 vital to entrepreneurs than others. Access to knowledge insights and evaluation is an important function for 51% of promoting professionals surveyed who see the worth in utilizing knowledge to optimize. Ensuring the seamless integration of techniques can also be of serious 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 assets to martech stack optimization, as 86% report that they may proceed to speculate or are planning to spend money on the yr forward. About half of these surveyed (49%) describe this funding as average, whereas 22% say they may proceed to speculate considerably in optimizing a martech stack.

Martech Stack Investment


Before your martech stack appears to be like extra like a bowl of spaghetti than an optimized device for advertising and marketing, take the time to construct your technique and decide what it’s essential to achieve success for the yr forward. To discover out extra about martech stack optimization, obtain the complete Ascend report.

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