Marketing technologies can be powerful assets, helping you automate routine tasks, improve customer engagement, and coordinate and collaborate with your team. But you only reap the full benefits when your tools work together, fitting naturally into your established processes and tangibly moving the needle when it comes to converting customers. Just because a tool seems useful, doesn't necessarily mean you should use it — and adopting too many just gums up the works.
So when it comes to setting up or revising your marketing technology stack, ask yourself these three questions to identify where adding a tool might be helpful, as well as where you can easily streamline.
1. "Where does this tool fit into the customer journey?"
As a marketer, your customer personas and detailed buyer's journey should always be top of mind. Take a look at your customer journey and list which of your tools contribute to each step. This will help you see gaps where a new tool could help you out, as well as identify unnecessary or overlapping technologies.
2. "Does this tool help convert prospects?"
A popular tool may help you tweet 1,000 times a day, but if your customers aren't on Twitter, what's the point? Look at the data and be realistic about which technologies make a real difference when it comes to conversion rates and team productivity.
3. "What if this tool didn't exist?"
Although it’s only a hypothetical, taking this question seriously can help you see other ways of accomplishing the same objective, think creatively, and streamline the number of tools you're using (and paying for).
Asking these questions will help you be strategic in building an effective marketing technology stack that helps you accomplish — and even exceed — your goals.
Free Marketing Tech Map Template
Download our free ebook, 5 Steps to Transforming Marketing Operations For Maximum Growth, for a simple template you can use to start building or improving your own marketing toolkit.