Introduction
Thanks to marketing technology (MarTech), you can personalize content
and its delivery with extreme precision, refine your efforts to more closely
fulfill your target's needs and preferences, and do it all with ease and
cost efficiency.
But for businesses building out their MarTech stack, choosing the right
solutions and vendors can be overwhelming, confusing and time-consuming.
Changes are made frequently: A survey found that 53% of marketers say they
adjust their MarTech stacks once or twice per year — the choices they make
have a long-lasting impact on a marketing team's ability to attract and convert
leads, and prove marketing's impact on an organization's pipeline and revenue.
With more than 13 collective years of experience building out marketing
technology solutions for customers across the U.S., BDO Digital has developed
best practices and strategies that you can use when evaluating marketing
technology tools and vendors to help you build a solid foundation for a MarTech
stack. It can help you boost value from your investments — and won't leave you
sifting through the rubble for scattered, forgotten leads and lost opportunities.
This guide explores those best practices for every step in the process, from
conducting a gap assessment to choosing vendors and deciding whether
to engage with a third-party agency.
Modern marketing teams have access to thousands of tools and
platforms, all created with the goal of making marketing outreach
more efficient and effective, and all leveraging the vast amounts
of marketing data available through a myriad of digital sources.
What will I learn from this guide?
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How to assess your existing stack and determine
your marketing technology needs.
How to plan for purchasing and implementing
new tools.
How to leverage the investment in your marketing
technology stack.
How to evaluate and select technology vendors.
2 Best Practices for Evaluating and Building Out Your MarTech Stack
