Home Advertising Tips Keep Up With Fast-Changing Consumer Behaviors: When To Reassess Your Martech Stack

Keep Up With Fast-Changing Consumer Behaviors: When To Reassess Your Martech Stack

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As a marketer, it can be easy to put together a set of tools and processes and stick to them throughout the entire year. If things are running well, there may be no reason to reassess or review your marketing stack. But if your plan starts to veer off course, you may need to take stock of your tools before they become obsolete and are no longer able to keep up with the latest changes in the market.

Having a plan in place to examine what’s working and what needs fine-tuning or upgrading can make all the difference in the results you see.

Below, 12 members of the Forbes Agency Council share how often marketers should reassess their marketing stack. Here is what they recommend:

Images courtesy of FAC members.

Members of the Forbes Agency Council weigh in.

1. Get The Right Marketing Stack First

Before you assess, you need to build best in class. For service organizations, best in class equals content management system, marketing automation, customer relationship management and social media management. Once this architecture is in place, you should be running deep-dive analyses every six months and then making course corrections based on hard data, not assumptions. –Randy Shattuck,The Shattuck Group

2. At Least Once A Year

Reassessing your martech stack is important to do at least once a year; technologies evolve and so should your processes. You should be able to question if you have the right tool for a particular process. We tend to leave the technologies we have because evaluating new ones is time-consuming. Consider this: There might be another tool that can help you deliver an even greater service. –Martha Madero Gonzalez,GROU Crecimiento Digital

3. As Often As Possible

Always reassess your marketing stack to ensure it aligns with your current goals and needs. It’s essential to understand the technologies you are using and consistently measure the data that comes from them. If your current marketing stack isn’t improving your business, then you need to reassess and figure out how to scale to where you want the future of your company to be. –Solomon Thimothy,OneIMS

4. Continuously

Marketers should constantly be trying new tools. Today, there are so many good integrations that it’s worth experimenting to get the perfect set up for whatever that end objective is. Naturally, these objectives change from project to project and client to client, so marketers need to adapt fluidly to fit these changing goals. – Shannon Wu,Mr. Progress

5. Use Two Time Intervals

Evaluating your marketing stack should be done semi-annually with a quarterly glance at what’s new. Looking ahead (i.e., out your windshield) to see what could complement or replace your current stack allows you to better assess your semi-annual review. A rearview-only method will cause you to miss opportunities. Keep this cadence to feel confident in what and when to consider stack changes. –Todd Earwood,MoneyPath Marketing

6. Quarterly

The technology is changing so rapidly that I recommend at least a cursory assessment every quarter with a full annual assessment. If you wait, you may miss out on a tool or even an upgrade that can help you meet your objectives. –Lisa Allocca,Red Javelin Communications

7. Every Month

Although it sounds time- and labor-intensive, I recommend companies take a close analysis of their marketing funnels and stacks monthly. Based on experience running millions of dollars in paid ads and building marketing campaigns and funnels for seven- and eight-figure businesses, the more you test, tweak and optimize, the more successful you are. Like anything in life, you get out what you put in. – Rudy Mawer, Rudy Mawer International, LLC

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As a marketer, it can be easy to put together a set of tools and processes and stick to them throughout the entire year. If things are running well, there may be no reason to reassess or review your marketing stack. But if your plan starts to veer off course, you may need to take stock of your tools before they become obsolete and are no longer able to keep up with the latest changes in the market.

Having a plan in place to examine what’s working and what needs fine-tuning or upgrading can make all the difference in the results you see.

Below, 12 members of the Forbes Agency Council share how often marketers should reassess their marketing stack. Here is what they recommend:

Images courtesy of FAC members.

Members of the Forbes Agency Council weigh in.

1. Get The Right Marketing Stack First

Before you assess, you need to build best in class. For service organizations, best in class equals content management system, marketing automation, customer relationship management and social media management. Once this architecture is in place, you should be running deep-dive analyses every six months and then making course corrections based on hard data, not assumptions. –Randy Shattuck,The Shattuck Group

2. At Least Once A Year

Reassessing your martech stack is important to do at least once a year; technologies evolve and so should your processes. You should be able to question if you have the right tool for a particular process. We tend to leave the technologies we have because evaluating new ones is time-consuming. Consider this: There might be another tool that can help you deliver an even greater service. –Martha Madero Gonzalez,GROU Crecimiento Digital

3. As Often As Possible

Always reassess your marketing stack to ensure it aligns with your current goals and needs. It’s essential to understand the technologies you are using and consistently measure the data that comes from them. If your current marketing stack isn’t improving your business, then you need to reassess and figure out how to scale to where you want the future of your company to be. –Solomon Thimothy,OneIMS

4. Continuously

Marketers should constantly be trying new tools. Today, there are so many good integrations that it’s worth experimenting to get the perfect set up for whatever that end objective is. Naturally, these objectives change from project to project and client to client, so marketers need to adapt fluidly to fit these changing goals. – Shannon Wu,Mr. Progress

5. Use Two Time Intervals

Evaluating your marketing stack should be done semi-annually with a quarterly glance at what’s new. Looking ahead (i.e., out your windshield) to see what could complement or replace your current stack allows you to better assess your semi-annual review. A rearview-only method will cause you to miss opportunities. Keep this cadence to feel confident in what and when to consider stack changes. –Todd Earwood,MoneyPath Marketing

6. Quarterly

The technology is changing so rapidly that I recommend at least a cursory assessment every quarter with a full annual assessment. If you wait, you may miss out on a tool or even an upgrade that can help you meet your objectives. –Lisa Allocca,Red Javelin Communications

7. Every Month

Although it sounds time- and labor-intensive, I recommend companies take a close analysis of their marketing funnels and stacks monthly. Based on experience running millions of dollars in paid ads and building marketing campaigns and funnels for seven- and eight-figure businesses, the more you test, tweak and optimize, the more successful you are. Like anything in life, you get out what you put in. – Rudy Mawer, Rudy Mawer International, LLC

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