Customers today are willing to give their data in exchange for a highly personalized marketing experience – but many marketing teams can’t keep up with customer expectations. Without a powerful and efficient MarTech system that’s easy to use, marketers are at a significant disadvantage.
Migrating to a new MarTech solution often gets pushed into the future because it seems complex. But waiting too long to upgrade can detract from your ability to connect with customers anytime, anywhere. A modern platform and approach that automates and orchestrates marketing can help improve customer engagement and build stronger customer connections. Here's what you should look for in your next MarTech solution and how to approach your migration so it’s as seamless as possible.
Look for a highly integrated and unified MarTech platform that revolves around people and processes
A modern platform provides capabilities that include:
Data accessibility: All data should be available at any moment with a simple query. It should be transparent and easy to plug into a channel, campaign, website, or app.
Integrations: Highly interconnected marketing tools deliver a clear competitive advantage by enabling automation and orchestration at scale.
Behavioral insights: Understanding customer behavior is at the heart of effective marketing, making it possible to develop and deliver content that matches specific personas.
Personalization: When a marketing organization understands customer behavior, it’s possible to deliver the right message at the right time—and in the right place.
Quality assurance and reporting: A MarTech platform needs to incorporate essential tools, such as A/B testing.
Training and culture: Often overlooked, highly accessible training and learning resources like the kind we offer through Acoustic Academy are essential components for getting your team up to speed with tools, features, and capabilities.
MarTech migrations can be daunting – but they don’t have to be
With 83% of marketers replacing at least one aspect of their MarTech stack each year, there’s a good chance you’ve experienced the pain of introducing new processes and systems in your organization. If you’re looking for a better way, these five steps can help you tackle your next migration with ease.
- Assess the impact (benefits and risks) the MarTech solution will have on your business.
- Evaluate potential vendors—conduct due diligence and research.
- Select the vendor who can help you achieve goals in a reasonable timeframe.
- Prepare to migrate with a systematic approach to your new build.
- Migrate to the new solution with an assigned project manager/leader.
One of the keys to a successful migration is doing things right the first time.
A marketing-empowered approach has emerged as the new standard
Marketers need the right technologies to modernize their workflows and achieve a competitive edge. A MarTech system like Acoustic’s customer engagement platform — Acoustic Connect — can lead to increased efficiency, reduced costs, and data-driven multichannel marketing automation. Our guide Is your current MarTech still working for you? provides best practices to simplify the migration process for your organization so you can start elevating your marketing efforts.
Get the full MarTech migration ebook to learn more.
