We believe that the marketing team needs to consider the marketing systems that fast-growing marketing technology companies use and adopt the best practices.
First, you need to be clear in identifying your target market and developing a marketing framework for your business.
Second, it's crucial to consider how easily this technology can be implemented into the existing processes and the marketing budget for these systems (including maintenance costs).
How Do You Decide on the Martech Stacks for Your Business?
Because of the constant changes in the industry, you need a team that understands what's working today and will be working tomorrow. You need a team that knows how to help you scale your business and get more customers with top-of-the-line marketing solutions.
We're going to walk you through each martech tool and explain why they're so important.
Content Management System: Webflow
A content management system (CMS) is a tool that makes it easier to build out web pages, add blog posts to your blog, and make changes or revise current pages. A CMS also helps your team work more efficiently, since all members will have access to the centralized dashboard where they can get their part of the project done.
More importantly, Webflow CMS empowers marketers to develop and deploy marketing landing pages at scale without the need for a developer.
How Will You Benefit From This?
- Marketing team gain creative control over your brand’s web presence.
- With a no-code platform, reduce the dependency on developers to build landing pages to run marketing campaigns.
- Gain a competitive advantage since the marketing team can change copy and design at speed to deploy content marketing.
Google Ecosystem
You’ve heard about Google’s search engine, but do you know about the entire ecosystem of complementary services that allow your website to connect directly with Google?
The Google ecosystem is made up of several complimentary services. The good news is that most of these services are free. The predictable news is that free services funnel you towards their paid services - but free will take you a long way in getting seen.
Here are the key Google products that you should connect your website with:
Google Tag Manager
It is a free, easy-to-use service that lets you quickly and simply manage your website's tags.
With Google Tag Manager, you can manage all of your site's tags without having to edit any code. You can add new tags, update old ones, and even turn them off when they're not needed— all without ever having to leave the comfort of your browser.
Google Analytics 4
Google Analytics is an analytics service that enables you to measure traffic and engagement across your websites and apps.
It shows the statistics of your website and allows you to track what pages are most popular, how often they are visited, how long users stay on those pages, how many search engine visitors come in, what keywords people use to find your site, where your traffic is coming from (social media or search engines), and much more.
Google Search Console
Search Console tools and reports help you measure your site's Search traffic and performance, fix issues and make your site shine in Google Search results.
The Search Console is a suite of tools that lets you do just that. It gives you access to a wide range of reports on your site's search traffic performance. You can check the number of impressions for each keyword, for example, as well as the number of clicks over time, as well as many other metrics.
How Will You Benefit From This?
- Website performance shines a light for your team to determine which channels your website visitors come from and that indicates the channel that your team should allocate more effort to acquire more traffic.
- View real-time analytics of your website or web application. With the data collected, your marketing team can analyse and develop better marketing strategies to achieve business goals.
Scheduling Automation: Calendly
If you're like most busy professionals, you've probably found yourself spending hours every week just trying to coordinate meetings with your clients and colleagues.
Calendly is your scheduling automation platform for eliminating the back-and-forth emails for finding the perfect time — and syncs with all of your devices, so you can quickly and easily schedule appointments with people right from your phone or computer.
What will you benefit from this?
- Time is a precious commodity. Calendly is the courteous way to book meetings and other appointments because scheduling with just a few clicks makes the most of everyone’s time.
- Your schedule fills up efficiently, and everyone avoids excess email exchanges.
Product Analytics: Fullstory
User experience data collection can be complex. That's why Fullstory, is a modern solution for collecting user experience data that was built for today's websites and applications.
Unlike other platforms that require knowing in advance what to log, Fullstory’s patented DX Data Engine automatically logs every aspect of your users’ interactions, across all visits.
How Will You Benefit From This?
- Increase revenue through better conversion - Identify revenue-impacting issues, understand how many customers are affected, and contextualize this data with real user sessions.
- Improve organizational efficiency - Empower engineers with the data they need to identify, troubleshoot, and remediate bugs efficiently and effectively.
- Boost customer growth and retention - Confidently iterate and improve your digital experiences to keep customers coming back.
Adtech Solution: Meta Pixel
The Meta Pixel is a piece of code on your website that can help you better understand the effectiveness of your advertising. You’ll also be able to see when customers took an action after seeing your ad on Meta and Instagram, which can help you with retargeting ads that will be shown on social media platforms.
How do I use the pixel?
When someone visits your site, they'll leave behind a few pieces of information that allow us to track their behaviour: cookies, IP addresses, and browser headers.
How Will You Benefit From This?
- Better Understanding of Your Audience - With Facebook Pixel, you gain a deeper understanding of your current and potential audiences.
- Relevant Engagement - Meta Pixel is a tool for retargeting your customers with ads based on their browsing history and expressed interest.
- Longer Shopping Journeys - To make the most of your pixel data, it's important to identify shoppers who are just browsing through products until they find that one special something that speaks to them.
Customer Data Platform: Segment
Managing customer data is a huge challenge for digital marketers. If you're looking to effectively manage your customer data, a customer data platform may be the solution for you.
By implementing it, you can have a holistic and uniform view of all customer actions in one streamlined data platform which provides more information to develop and execute your digital marketing strategy.
Sources
Collect the full view of the customer, across your apps, sales, support, payment and messaging experiences. For businesses that operate both online and offline, this is extremely useful to unify data from multiple sources and consolidate it into Segment and enrich your customer data to deliver a personalised experience.
Destinations
Enable the best product analytics, A/B testing, and data warehouse tools with the flip of a switch. For marketing and product teams, setting the connection with all analytic tools for downstream data can be done within minutes and no extensive coding is needed.
How Will You Benefit From This?
- Eliminate Data Silos - Data silos are bad for business. They cause problems like duplicate data, lack of access to critical information, and limited visibility into customer needs. A CDP can help an organization eliminate silos by unifying customer data and giving access to every employee who needs it.
- Unified Cross-Channel Marketing - A CDP can unify the marketing efforts across multiple channels with consolidated, accurate data. This means that you can use a single tool to manage your campaigns and measure their success.
- 1st Party Data - Collecting user data has already become extremely challenging and depending on 3rd party tools’ pixels does not give you the whole picture. Now, with a CDP you get the right and granular view of your customer data on a real-time basis, giving your team a competitive edge.
Discover the Power of Best-in-Breed Tools
Is this information overload for you? Fret not! Watch our solutions demo walkthrough as our Lead Solution Architect House takes you through a quick glimpse on some of Best-in-Breed tools in the world today below:
What About Marketing Automation?
Since most marketing automation isn’t free, we separated it from the list above. Automating the many steps between marketing and sales can make your team more effective.
What Role Can a CRM Play in an Effective Martech Stack?
Email marketing automation can give your team more time to focus on overall strategy and nurturing the leads that show real promise. That means more prospects and more customers. Marketing automation can also give you a richer, more detailed picture of potential customer behaviour.
Customer Relationship Management: Customer.io
Customer.io is an automated messaging platform for tech-savvy marketers who want more control and flexibility to craft and send data-driven emails, push notifications, in-app messages, and SMS.
Feature: Ad Audience Sync
This feature is perfect for reaching out to your target audience and gaining new potential customers. We know you’re concerned about the impending end of cookie-based ad targeting. With Customer.io, the product is the perfect solution to make sure your business is prepared for the change.
How does it work?
Customer.io use Google’s Customer Match to create ad audiences, not cookies. That means your business will be ready when Google ends cookie-based ad targeting.
Google Ads will match your users, based on their email addresses, to users in Google’s Ad Network.
How Will You Benefit From This?
1. Lower CPA With Exclusion Audiences - Prevent wasted impressions from inflating your cost per acquisition (CPA) by excluding audiences that do not need to see your ad.
2.Stop Wasting Time With CSV Uploads - Build real-time segments that group your users based on their traits, events, page views, or sent messages and we’ll keep that list synced hourly with the ad networks you choose.
3. Show More Relevant Retargeting Ads - Show your retargeting audiences new ad campaigns based on the data you have at the given time.
Feature: Visual Workflow Builder
Automate your marketing task with Visual Workflow builder with a full range of customisations. The visual workflow builder is a blank canvas for your ideas.
How Will You Benefit From This?
- Intuitive to Build - Your customer journey can be complex. Customer.io workflow editor lets you build and visualize that complexity in an intuitive drag-and-drop interface. Combine messages to your users, including emails, push notifications, in-app messages, and SMS with segment-triggered Wait Until Delays and internal notifications with Slack all in one campaign.
- Clarity At-A-Glance - Our visual workflow builder was built with clarity in mind. Every critical piece of your workflow is visible from the main page, providing clarity to stakeholders and new team members instantly.
- One Campaign, Many Branches - Unlike other visual workflow builders, Customer.io allows you to split your campaign in two with true/false conditional statements, or into many by using event data, user attributes, or segments. Branching has never been easier or more powerful.
Using Grants to Help You Subsidise Your Next Digital Marketing Project
If you're new to the concept of growth we'd strongly advice to work closely with subject matter experts, and explore Growth services to help you through this journey
Here are some of the top grants that could help get your Project subsidised by up to 70 or 80% ( for certain industries ). To help you understand better, our VP of Advanced Services - Dom has taken the time to explain. Watch the overview video below
We would highly recommend for you to have a look at the EDG Automation Grant. This grant allows you to adopt cutting-edge technology and automation which can result in tangible benefits, significant growth and resource efficiency.
If you're keen to explore the grants further, book a call with our lovely team today!
