This article is part of our unPredictions series — no guesswork, no lofty trends, just real commerce marketing priorities to help you drive customer engagement and increase growth and revenue in 2022.
The more tools you have in your tech stack, the less time you have to use any of them to their fullest potential… and the more likely it is you’re wasting money.
The very idea that enterprises use an average of 91 marketing cloud services boggles the mind (source: chiefmartech.com). Even if you set aside services like social media sites, which are included in that number, that’s a lot of software. That’s 91 user interfaces, 91 credential combinations, and who knows how many campaigns, components, and content functions.
I have no idea what the average number of features per those services might be. If I were to say (at random) that services average a mere 30 features each, that would multiply to a staggering 2,730 features at your fingertips.
The last thing marketers should aim to be is a “jack of all trades, and master of none.” The real question is, can you truly maximize potential value out of your tech stack when spreading yourself so thin?
Read on to find out why your martech stack is costing you money and what you can do to put an end to the resource leakage.
Look out for these four warning signs that indicate your tech stack owes you money:
A well-integrated tech stack is the key to building a seamless experience for your customers. Finding the right balance of solutions can keep your entire business informed about your customer behavior, interests, and recent activity.
Take action with these three key steps and make your tech stack work harder for you (rather than vice versa):
Bonus Step: Ensure you can extend your capabilities. The best customer engagement platform is one that allows you to extend beyond the platform with integrations. For example, the Emarsys Upgrades integrations offer a robust library of prebuilt connections with some of our strategic partners. One of our favorite connections is the Zendesk integration, which puts the power of Emarsys in the hands of your customer service representatives, keeping them informed about recent engagement in your marketing campaigns, website behavior, predictive affinity models, and allowing them to re-trigger transactional campaigns as needed.
“We connected Zendesk with Emarsys in the hope that it would give our Customer Care team better visibility and insight of the customers reaching out. It did just that. Our Customer Care agents are now able to quickly pull up a customer’s profile without the need to reach out to the CRM team. This allows them to see on a granular level their last communication, last product/s bought, and even products to upsell based on Emarsys Predict. This visibility has improved our Care Team’s responses, and is another action towards being truly omnichannel!”
Hannah Wilkinson
Global Loyalty & Retention Manager, Charlotte Tilbury
Maybe you’ve thought about consolidating your tech stack for a while now… that wouldn’t be surprising given how frustrating it can be to deal with dozens of software platforms. However, a bloated software setup is more than merely frustrating; it’s a drain on your budget.
Get consolidated and get more value out of the data you have at your fingertips. Bring that data together in one place and put it to work for you so you can personalize content and engage customers.
Unlock capabilities that were only ever a pipedream when your data was scattered to the four winds, and turn your marketing team into a revenue-generating power engine.
Reducing frustration comes as an added perk.
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Virginia Sanders
Senior Content Marketing Manager
About the author
Virginia is a wordsmith with a passionate drive for bringing brands to life through storytelling. As a content manager for Emarsys, she continually seeks to make the written word more engaging and enriching, so readers can walk away with valuable insights.
Connect with Virginia: LinkedIn
