The Future of Martech

The world is seeing price inflation on a scale that hasn’t been experienced in 40 years. While brands may be tempted to resort to their old playbooks by raising prices, cutting margins, or sacrificing quality, the amount of data and visibility that brands experience now can help manage these difficult times. Nuanced information about markets, consumers, and suppliers allow marketers to choose where and when to change prices or margins, and provide an opportunity to optimize their promotions around the products most affected. The resources below provide insight into how consumers are dealing with inflation, and how brands can positively respond.

Last month's Pulse discussed Customer Data Platforms to manage the myriad data marketers will need to collect post-cookie. It begs the question, though: If you can't deliver an exceptional customer experience in a highly competitive world, will you even need a CDP? If you can't delight your customers, then the rest is moot; the keys to all success across a marketing organization start and end with the end-user: the consumer. The resources here discuss some of the ways CX will evolve in 2022.

With the eventual and final phase out of the third-party cookie, marketers will need to rely on the data they can collect directly from consumers. This first- and -zero-party data will come from a multitude of sources and, if not managed properly, can end up as a disorganized, in-actionable mess.

When CMOs and CIOs collaborate the results include more engaged customers and healthier returns from marketing technology investments. However, without both sides first agreeing on governing principles, merging marketing and IT teams may end up being a wasted exercise.

Lionsgate shared insights on how it successfully migrated legacy data and project management systems into a new, singular hub that took all of the film studio’s disparate data sources and project management tools and housed them on a cloud accessible to any team member at any time.

Having a marketing playbook can fuel operational excellence and prevent poor marketing execution.

CDP specialist Zeotap provides an accessible introduction to Customer Data Platforms.

Frans Riemersma from BrandMaker covers the three functions of marketing operations.

The landscape of marketing technology solutions is vast and rapidly expanding. In fact, the martech ecosystem has grown to feature over 8,000 entities and marketers that are increasingly dependent on these technologies to deliver value to their customers.

Amid seismic shifts in the digital landscape, one question consistently arises: What can brands and advertisers do to adapt? One major part of the answer is first-party data, which is expected to play an outsized role as cookies fade, privacy rules ramp up, and consumers continue to demand more privacy and better customer experiences. Strong first-party data strategies look different for each organization, but here are seven tips every marketer should consider.

An infographic on martech stacks from ANA Marketing Futures.

Learn the ins and outs of marketing technology (martech) in this report from ANA Marketing Futures.

Michael Harrison, managing partner of Winterberry Group, provided a framework to evaluate and implement the people, process, and technology needed to create an in-house or blended capability.

Marketing technology has been identified as an essential component of helping marketers manage business transformation. In this webinar, learn about new tools that can help secure substantially better value out of your martech investment, drive growth, and eliminate waste.

In this webinar, learn how a new suite of legal tools can help marketers secure substantially better value out of your martech investment, drive growth, and eliminate waste.

Demandbase and Demand Metric recently completed research to illuminate the marketing technology stack challenges B2B firms face as they execute Account-Based Marketing (ABM) strategy.

B2B marketers continue to struggle with making the most of their growing marketing technology stack. A major part of the problem: Too many companies rely on individual technology purchases rather than foster an integrated approach.

MRP and Demand Metric partnered to field research to find out how these personas adopt martech differently and how their posture toward martech adoption impacts their ROI.