Martech checklist: Do you have the right solutions to future-proof your stack?

April 13, 2022 | 3 minute read
Vanessa Denice
Senior Content Marketing Manager
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Our latest survey, “Marketing trends 2022: Marketers tell all about successes, struggles, and solutions,” conducted with research firm Ascend2, revealed interesting insights about marketers today. Budgets are rising, and teams feel good about achieving their goals. But they aren’t as confident in their tools: 82% of marketers agreed that they will add, remove, or replace a component of their martech stack this year.

Is your marketing stack ready for the demands of the year ahead? Run through this checklist to see how your technology’s capabilities compare to what’s needed for your biggest marketing challenges.

1. Are my tools increasing conversions and proving marketing’s ROI?

Our survey found that one of the most common challenges is measuring marketing ROI. Does your marketing automation solution help your team:

  • Align sales and marketing efforts with a single view of prospects
  • Use artificial intelligence to identify the best opportunities
  • Share results with prebuilt reports and dashboards, populated with real-time information

2. Can I nurture buyers with an omnichannel campaign strategy?

One-third of B2B marketers told us they plan on investing the most in an email marketing platform this year. They are looking for systems that:

  • Manage cross-channel campaigns from a single platform
  • Automate tasks and behavioral triggers to save time and ensure a consistent user experience
  • Design content and communications for use across devices and channels—without needing IT support

3. Can I segment and target audiences for compelling, personalized experiences? 

According to our survey, nearly half of marketers plan to deliver personalized content this year. It’s only possible with the right solutions, which:

  • Segment audiences based on multiple sources of data and behavior
  • Determine contact frequency and conduct fatigue analysis using AI
  • Dynamically update contact lists based on performance
  • Operate in the same solution as your other marketing activities

4. Do I have the content I need for complete, custom campaigns?

Once segmenting tools are in place, you need custom content. A content management system up to the task will:

  • Organize existing assets
  • Reuse content across channels and campaigns
  • Support content efforts from the initial stages of creation through to delivery and reporting

5. How am I using my customer data?

Technology that helps capture, organize, and use customer data drastically increases the effectiveness of your campaigns. The most impactful customer data platforms:

  • Aggregate data from multiple sources into a single customer view
  • Integrate marketing data with information from other lines of business
  • Measure customer engagement across channels
  • Operate at scale with minimal downtime

If any of these boxes were left unchecked, it’s time to reconsider your tech stack. Platforms that are too complicated, too siloed, or too rigid result in valuable time lost—and missed customer interactions.

 

The full report highlights the tools marketers are planning to implement this year. Download “Marketing trends 2022: Marketers tell all about successes, struggles, and solutions” to learn more.

Take on your biggest challenges with an integrated marketing stack from Oracle.

Vanessa Denice

Senior Content Marketing Manager

Vanessa Denice is a Senior Content Manager for Oracle Advertising & CX, specializing in B2B and B2C Marketing. She has a decade of experience writing, editing, and managing content for agencies and corporate marketing teams.


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