Not all marketers are creative.
But Tech must be part of their DNA.
Extract the most value from your MarTech stack
The marketing technology stack is the technology and tool weapons that provide marketers with the data they need to gather insight into their customers, prospects and partners, and used to measure the impact of their marketing program(s). When these technologies are integrated together in a marketing technology stack, marketers can read the digital body language (radar to see their targets and conditions). According to the 2020 research by Scott Brinker, entrepreneur and blogger of chiefmartec.com, their are over 8,000 marketing technologies available today. As no one person can keep up with the new technologies nor have experience with every one. I believe it is more about the competency to learn quickly and having experience in the technologies dimension.
It is less about the one single system and more about the experience of how to use the technology stack to combine the omni-channel of data to meet the business needs. Typically most companies leverage four to seven of these tools.
Marketing Stack Technology Experience
Marketing (MAP) and Salesforce (SFA) Automation: Salesforce (SFA), SF Pardot, Aprimo On-Demand, HubSpot, Marketo, Oracle (fka Market2lead), Infor CRM Marketing (Epiphany), Oracle Eloqua, Salesforce Cloud (Exact Target), eMarsys, Act-On, Siebel Marketing Module, Constant Contact and MailChimp.
Targeting and Identity Resolution Technologies: Google AdWords and Tag Manager, LiveRamp and ElToro.
Content Management System (CMS), Blogging, Content, SEO and Social: WordPress (basic), SiteCore (config), WebsiteBuilder, MOZ, SemRush, Spyfu, WordTracker, Hashtagify, Bit.ly, Ow.ly, InfanView, PrimoPDF, Podomatic, Facebook Business Editor/Business and Twitter.
Data and Performance Management (DMP), Integration, Analytics, Testing, Attribution/Reporting and Scoring Tools: ZoomInfo (DiscoverOrg), Google Analytics, Google Search Console (fka Google Webmaster Tools), GTM, Bing, Bizible, Meltwater, HotJar, MS Access, Optimizely, HiConversion, MS Excel, Validity “On-Demand”, Dell’s Boomi (IPASS), WebTrends Saas, Trillium’s Discovery, Insight & Data Quality Modules, and SmartAddresser, Nielsen Prizm (fka Claritis), IBM SPSS (Base 11.0) and AnswerTree, Cluster/Factor analysis, Chi Square, CrossTab and regression modeling. A/B split, Subject Line, Focus Groups and Surveys. Working knowledge of Data Studio feeding Domo and Tableau.
Sales Engagement and Voice Management Platforms: SalesLoft, Outreach, Dialogtech (fka ifbyphone) and PhoneBurner.
Other: Survey Monkey, MS PPT, MS Word, MS Visio, Jira, Confulence, Atlassian and Intuit Quicken & Quickbooks.