In this day and age, most platforms are “open” and have API access to expand integration possibilities. Gone are the days of buying on-prem solutions that could only be accessed by two guys turning keys at the exact same time. It’s important to keep in mind what this really means. Integration is the key differentiator between having a true “martech stack” vs. There are five key areas we have our clients focus on when they’re thinking about marketing technology purchases:ġ. What’s the difference between a martech stack and just a stack of marketing technology? The submissions are very interesting to look at and the creativity in displaying the products is quite impressive.Īs I flip through all of the submissions, one question that pops up for me is, “Do these companies truly have a “martech stack” or just a stack of marketing tech?” One of the fun things they do is give out awards they call The Stackie Awards where organizations submit creative examples of highlighting all the various marketing technology platforms that are used within their organization. Another topic I hear a lot about these days is the “marketing technology stack.”Įvery year, (a fantastic resource you should be checking out) hosts an annual conference called MarTech. Time will tell if those are fads or something that changes how we go about our lives. Hot topics today include account based marketing (or as the cool kids say, ABM), predictive scoring and advocacy marketing. Some have been game-changers and some fads. The point is, eleven years is not that long in the grand scheme of things, but when it comes to “digital” it’s an eternity.ĭuring my time in digital marketing, I’ve seen lot’s of things come and go. I could go on, but you get the point… I’m old. Facebook existed, but only had 5 million users ( Zuck would’ve sold for $75M!).In 2005, when I started doing digital marketing: The other day I was doing some updates to my LinkedIn profile and had a bit of a revelation, I’ve been doing some form of digital marketing for over 10 years now! To give you some perspective on why that was so revelatory for me, let me drop some stats on you.
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