MarTech solutions forms a multi-billion-dollar industry that is transforming the pre-sales landscape globally by developing modern digital marketing ecosystems.
A report by Emergen Research suggests the MarTech market size globally was valued at USD 245.64 billion in 2021. The research also predicts that the market size will grow up to USD 6,612.60 billion by 2030 at a CAGR of 44.4% during the forecast period. Even after exhausting the organization’s financial resources, many CMOs do not know if their investments are delivering results or not.
The marketplace is filled with advanced marketing tools that can transform the entire marketing operations, but many B2B marketing teams find it difficult to align them with the business goals. A recent report by Gartner titled “2022 Marketing Technology Survey” suggests that nearly 42% of the MarTech stack capabilities are used today.
CMOs should consider offering a holistic Customer Experience (CX) as their top priority and integrate relevant marketing technologies that help to enhance the CX. Once the teams successfully align their marketing operations and technology stack with the customer life cycle will be able to deliver a top-notch CX.
The following ways can assist marketers in developing a MarTech stack that helps them to deliver a holistic customer experience:
Data integration
Modern enterprises need to have effective data management processes that help them to gather, analyze and process data effectively to gain actionable insights. CMOs should consider integrating robust data tools in their MarTech stack that enables them to centralize customer data gathered through all available channels and touchpoints. It is one of the most effective ways to get a holistic customer view of the entire customer lifecycle to identify all the touchpoints that hamper the customer experience. A unified view of the customer data will help organizations track customer behavior, preferences, and context to make strategic changes based on them.
Also Read: CSPs Challenges in B2B Customer Experience
Forecasts and insights
Businesses today need to have the capabilities to apply intelligence to their data to transform segmented data into valuable insights. Marketers need to integrate their MarTech stack with advanced customer analytics tools that offer a real-time view of each customer, to analyze their needs and suffice them. Integrating robust data analytics tools with Artificial Intelligence (AI) and Machine Learning (ML) will provide accurate predictions of the customer needs and make strategic changes to the processes based on evolving customer demands.
Data-driven decision making
Organizations that do not have a seamlessly integrated MarTech stack will not be able to offer a holistic customer experience. Many CMOs find it challenging to apply intelligence to unstructured customer data gathered through all the channels. Enterprises require more effective decision-making capabilities based on the data gathered through all the customer analytics tools. CMOS needs to ensure that all the touch points offer a top-notch customer experience. One of the most effective ways to achieve this is by integrating robust tools in their MarTech stack that help them to achieve customer-centric journeys through timely, targeted, and contextually relevant engagements.
Also Read: Challenges to Maintaining a Seamlessly Integrated MarTech Stack
Customer journey orchestration
CMOs need to determine what top-notch customer experience they want to offer and set workflows and stacks to accomplish the CX goals. An effective customer journey orchestration platform that interacts with the most relevant channels in the MarTech stack is essential to enhance organizations’ capabilities to personalize their customer engagements.
CMOs should consider developing a seamlessly integrated MarTech stack that enables them to deliver a holistic customer experience.
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