A business, irrespective of its industry and size, needs a roadmap to achieve its goal. And these days, no company can thrive without a MarTech plan. Marketing technology comes at the top of the list of business strategies as it has become the pillar for a company’s success. Moreover, with the invention of a vast array of technological tools in the digital marketing industry, marketers even have a huge scope to build a flawless MarTech stack. But the challenge that often sets organizations back is to choose the right MarTech infrastructure that addresses their business needs and use it to create a data-driven culture. To build the right MarTech, you need to continuously learn and experiment with your marketing campaigns, infrastructure, and result. Thus, it is crucial to create a MarTech roadmap so that those working on it are on the same page and aim towards the same objective.
If you are wondering how to build a marketing technology roadmap, considering the immense disruption happening in the digital marketing industry every year, here are six things that you need to consider:
Plan for Long-term in Advance
Maybe technology is evolving too fast, but that does not mean marketers will stop making long-term MarTech plans. Well, no matter how advanced digital marketing technology gets, a well-defined MarTech roadmap that looks into the next few years can boost your marketing strategies and campaigns. You can always upgrade your MarTech stack with the latest technology and make modifications when needed, and yet stick to the roadmap. Most marketers do not create a roadmap long enough to make the base of the marketing department strong.
Continuous Feedback Makes Your MarTech Strong
As you keep experimenting with new tools, digital marketing technologies, and marketing strategies, you also need to take feedback from the marketing team continuously. Try to understand what is working for your system and what is not, and why. Based on it, you can build your MarTech stack and prevent your future marketing campaigns from unnecessary hassle.
Put People and Requirements in Place
Finding the right people who have in-depth knowledge of MarTech to make decisions and putting them in the right place can be challenging. Moreover, finding the proper requirements to make an effort valuable for every stakeholder can be more difficult. To build a MarTech stack, you need to define your goals and arrange for the requirements. Thus, you need to keep track of your people and process.
Grow the Bond Between Marketing and IT
Your IT team plays a huge role in creating your Martech roadmap as the marketing team needs guidance from IT on several technological decisions. IT and marketing have been through dispute overages, but with technological development and marketing becoming the pillar of business success, the teams gradually bond. With the advancement in digital technology, marketing and IT regularly work together in several areas. While the marketing team needs IT guidance for the management, configuration, and deployment of the new suite of MarTech, IT needs guidance from marketing during the integration of disparate MarTechs and databases. Thus, keep your marketing and IT teams close to each other.
Start With Content
Since marketing is all about communication, your marketing campaigns’ content needs to be the central point of your MarTech stack. While building your Martech roadmap, you first need to put your content migration in place, look into the strategies and governance, and streamline your website’s content.
Select Your Tools Based on Your Marketing Problem
With so many marketing tools available in the market, finding the right tools for your MarTech stack can be challenging. But if you know your business objective and existing marketing issues, you can select the device that best addresses those issues. This simple step can save marketers from wasting a lot of time scanning thousands of marketing tools.
Building a MarTech stack is a time-consuming process, and a successful MarTech needs a well-planned roadmap. Most marketers make the mistake of not looking into the future of the company’s marketing strategy and thus fail to create a roadmap. But once you have your MaTech roadmap planned, your marketing strategies will automatically get streamlined.
