Time to Master Your Martech
19 Aug 2019
Just when you think you’ve got the hang of a solution, it evolves or a new category pops up.
With more than 7,000 different kinds of martech solutions, the possible combinations for your own martech stack can be very confusing.
But that’s no excuse for not doubling down on marketing tech – ignoring it is the last thing you should do.
For one thing, you won’t notice when your competitors power past you.
So those over at the Martech Alliance developed ‘The 4Ps of Marketing Technology’, an ebook written around the words and advice of expert marketers, plenty of nerdy debates with technologists, and from reading and researching all things martech.
This blueprint should help you build and manage your marketing tech strategy and roadmap – or optimise what you’ve got.
Plan, People, Platform and Process – the 4Ps in a nutshell and now it’s time to crack that nut.
In ‘The 4Ps of Marketing Technology’, you’ll discover:
Plan: The Why
This is a cornerstone of your marketing strategy. Your martech plan and roadmap wraps around the customer journey, powers your channel marketing, delivers richer insight and accelerates your marketing strategy through to the business goals and customer experience.
People: The Who
The skills/training, people, partners and team structure needed to deliver your martech strategy. Marketing technologists or ops, platform partners, marketing automation managers, digital marketing operations managers, data scientists, growth hackers and more, all the way to emerging and disruptive tech that redefines roles as we know them today.
Platforms: The What
From marketing tool selection, to building and integrating your complete marketing stack. This is the technology powering your marketing functions. These include advertising and promotion, commerce and sales, content and experience, data, management plus social and relationships. This could be anything from email marketing, search, measurability, multi-channel automation, personalisation, sales enablement and loads more.
Process: The How
This is a two-parter: Firstly, it’s the implementation of, or the process of setting up your martech solution(s). Secondly, it’s the operations, or process, of how the marketing runs with martech platforms in place.
In both cases, it’s about speed, adaptability, rapid experimentation and optimisation.
Going through the 4Ps doesn’t mean your job is finished.
In fact, you’re just getting started.
Click here to download your copy of ‘The 4Ps of Marketing Technology’.
And if you’d like to know more, join us at the #MarTechFest on 30 October