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Marketing Technology

By using the right digital marketing technology, businesses can improve marketing strategies, increase customer engagement & drive better results. 

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What is Marketing Technology?

In today’s digital world, it is essential for businesses to adopt the right technology in order to stay competitive. By selecting the right technology, businesses can improve their marketing strategies, increase customer engagement and deliver better results. It can also improve efficiency and reduce costs. But with so many marketing technologies out there, It can be difficult and time-consuming to know which ones to choose. 

We can help with selecting and adopting the right martech solutions. This could include marketing automation tools, Customer Data Platforms, web analytics tools, A/B testing tools, etc. We have developed a step-by-step approach from understanding the business needs to the adoption of new technology within the organization. 

A lot of companies are not using their marketing technologies to their full potential. Purchasing a license and implementing the technology is not enough to have a return on investment. To fully utilize marketing technology, companies must understand how to use the tools effectively and integrate them into their overall marketing strategy.

This often requires training and ongoing support, as well as a clear understanding of the data and metrics that the technology is able to provide. 

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For whom is Martech valuable?

Marketing technology can be a powerful asset for a wide range of businesses, regardless of size or industry.

For small and medium-sized businesses, marketing technology can provide a cost-effective way to reach and engage customers, as well as gain valuable insights into customer behavior and preferences.

For larger businesses, marketing technology can help to streamline and automate marketing processes, allowing them to scale their efforts and reach a wider audience. Moreover, advanced marketing technology solutions can provide valuable data and insights that can help these businesses to better understand and target their customers, as well as optimize their marketing strategies and campaigns.

When different tools operate in silos, you will end up with a fragmentation of data, insights, and brand experiences.

Thomas Danniau, Solution Lead

Our Marketing Technology approach

1. Defining the needs

The first phase consists of defining the needs. Together, we will evaluate and challenge the business ambitions next to the as-is situation. Based on this input we can define use cases that are aligned with the business’s goals and objectives.

Next to the use cases, there are several additional factors to consider when choosing the right marketing technology selection: 

  • Cost of ownership: a yearly or monthly license cost is not the only cost to take into account. To estimate the total cost of ownership an organization should take the setup-, integration-, training-, migration, upgrade- and other hidden costs into consideration.
  • Scalability: we embrace an agile way of working that provides businesses the flexibility and speed to quickly adapt to changes in the market. SaaS (Software as a Service) are usually more scalable and customizable. Make sure to evaluate potential extra costs when the consumption and requirements of a SaaS solution will grow over time.
  • Ease of Use: the ease of use is often a mix of a user-friendly interface, accessible documentation, relevance, reliability, etc. Selecting a marketing technology vendor with ease of use will ensure that you get the most value out of a solution without extensive training.
  • Connectivity & Integration: a new solution should be easily integrated within the existing solution architecture via API, Webhooks, or native integrations. This will make it more compatible with the existing systems and processes. Furthermore, it will prevent different tools and teams from operating in silos. 
  • Privacy Friendly & GDPR proof: it is important to consider privacy regulations that regulate how companies can collect, store and use personal data. We recommend involving legal stakeholders at the beginning of the selection process to prevent potential showstoppers later on.
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2. Defining the solution 

When we are aligned on the real needs, we can start defining the right solutions. The different use cases combined with the importance of additional factors will be summarised in a “MarTech Scoring Card”. This document helps us to brief and evaluate different vendors. Eventually, this scoring card will also create the supporting base to justify a preferred technology.  

Integrating a new technology into an existing ecosystem can be challenging. Therefore we map the orchestration of the different data streams and define the responsibilities of the involved parties. Taking into account timing, budget, and technical feasibility, we craft a solution architecture and a pragmatic roadmap to reach our goals. 

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3. Making a Proof of Value (PoV)

We continue by making a Proof of value (PoV). This is a method for assessing the potential impact of a technology solution before making a significant investment. This typically involves running a pilot project or a proof of concept to test out the technology in a real-world scenario. This helps us to validate the solution and demonstrate a plausible return on investment of a technology. It also allows us to identify any potential issues before committing to a larger roll-out or migration process.

In order to gain the maximum benefit of a solution, we use an 'adopt and grow approach' and customize its launch to suit the organization. This could involve onboarding programs, technical support, best practices, templates, strategic guidance, training, digital expert staffing, etc.

Why we are your Marketing Technology partner

There are a couple of reasons why we are your partner for marketing technology services:

  • We are technology agnostic. This means that we are unbiased toward the use of any specific technology to solve your business problems.
  • We have a team of experienced architects that have crossed many technologies and know how to integrate them within an existing solution architecture.
  • Our experience with several implementation and migrations programs will guarantee a feasible solution with a pragmatic roadmap
  • Depending on the preferred technology, we can support or take the lead during the implementation of a new technology. 
  • We practice what we preach and have a team of digital marketers that are using several marketing technologies on a daily basis. 

Let's continue the conversation

Did you like what you read? Are you eager to find out how we can help you further? Feel free to reach out, we would love to have a chat. 

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