Martech Stack Optimization: 5 Insights for 2020

Martech Stack Optimization

Marketing continues to turn out to be extra advanced as advertising and marketing professionals have increasingly more advertising and marketing techniques accessible. Marketers want to consider content material, web site, cell, search engine optimization, SEM, programmatic promoting, video, podcasts, webinars, electronic mail, automation, personalization, information, social media, account-based advertising and marketing, internet online affiliate marketing, eCommerce, engagement, reside occasions, syndication, gamification, retargeting, AI and extra.

As advertising and marketing continues to evolve, the expertise wanted to assist advertising and marketing continues to evolve too.

What Is a Martech Stack?

The martech stack is the group of applied sciences that markers use to execute, analyze and enhance their advertising and marketing throughout the shopper lifecycle.

What Is Martech Stack Optimization?

Martech stack optimization is the way you construct your martech stack to optimize your advertising and marketing efforts. What expertise do you want? What are your targets? How do your entire applied sciences work collectively? Do they work collectively? What funding must you plan for? And extra.

To perceive the significance of martech stack optimization, you should perceive the expansion of selling expertise prior to now 10 years.

To perceive the fast progress of selling expertise, take a look at the Marketing Technology Infographic that’s revealed by Scott Brinker, the Chief Marketing Technologist, every year. The infographic has had such fast progress that it’s now referred to as a Supergraphic (a well-deserved title change).

Martech landscape supergraphic

The Supergraphic began in 2011 with 150 firms and has grown to 7,040 firms in 2019. Yes, that’s not a typo – 7040!

To assist advertising and marketing professionals with martech stack optimization, Ascend2, a research-based advertising and marketing agency, fielded the Martech Stack Optimization Survey. 265 advertising and marketing professionals participated within the survey.

With so many advertising and marketing applied sciences accessible, it’s simple for firms to have a martech stack that’s advanced and extremely inefficient. Too typically, a number of Marketing Technologies (or the MarTech Stack) turn out to be a junkyard of underutilized and disparate instruments. The objective of optimizing this set of instruments is to make tough advertising and marketing processes simpler and extra environment friendly.

The Ascend2 survey helps reply the query: How will entrepreneurs optimize their martech instruments within the 12 months forward? 

The Martech Stack Optimization Survey Summary Report is out there freed from cost and is full of useful analysis.

Here are a number of noteworthy findings for the Asend2 analysis examine on martech stack optimization:

Finding #1: Status of Martech Stack Optimization inside Marketing Departments Today

It appears that entrepreneurs have acknowledged and are slowly taking motion in relation to addressing how advertising and marketing applied sciences are utilized and managed. Only about one-in-five advertising and marketing professionals (19%) have an operational technique in place for optimizing a martech stack. However, one other 58% report being within the improvement or implementation section of optimization.

About one-in-five advertising and marketing professionals (19%) have an operational technique in place for optimizing a #martech stack. Click To TweetCurrent Status of Optimizing a Martech Stack Strategy

Finding #2: Key Priorities of Martech Stack Optimization

Marketers are tasked with strategically implementing the suitable advertising and marketing applied sciences in a method that produces important outcomes. Making an general advertising and marketing technique extra environment friendly is a high precedence for 55% of selling professionals implementing a martech stack optimization technique. Improving buyer expertise can also be a key goal for 51% of entrepreneurs surveyed.

Making an general advertising and marketing technique extra environment friendly is a high precedence for 55% of selling professionals implementing a #martech stack optimization technique. Click To TweetKey Priorities of a Martech Stack Optimization Strategy

Finding #three: Martech Must Improve Improve Ease of Use

Many advertising and marketing applied sciences are solely pretty much as good as what the consumer places into them. In order to greatest optimize advertising and marketing, over half of the advertising and marketing professionals (52%) report that carried out martech want to enhance ease of use. Increasing utilization and adoption of expertise can result in improved efficiency.

Capabilities that the Martech Stack Should Improve

Finding #four: Data Insights and Analysis Is the Most Important Feature of a Martech Stack

When implementing a martech stack, some options are extra essential to entrepreneurs than others. Access to information insights and evaluation is crucial function for 51% of selling professionals surveyed who see the worth in utilizing information to optimize. Ensuring the seamless integration of techniques can also be of serious significance to 46% of entrepreneurs.

Why Implement a Martech Stack

Finding #5: Martech Stack Optimization Is an Important Investment

Marketers clearly see a profit to dedicating assets to martech stack optimization, as 86% report that they’ll proceed to speculate or are planning to spend money on the 12 months forward. About half of these surveyed (49%) describe this funding as reasonable, whereas 22% say they’ll proceed to speculate considerably in optimizing a martech stack.

Martech Stack Investment


Before your martech stack seems extra like a bowl of spaghetti than an optimized device for advertising and marketing, take the time to construct your technique and decide what you should achieve success for the 12 months forward. To discover out extra about martech stack optimization, obtain the complete Ascend report.

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