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I Like Big Stacks and I Cannot Lie

If there’s one thing a marketing operations manager is passionate about, it’s their technology stack. So as we look towards 2016 and everyone begins to predict what the upcoming trends are, I wanted to understand what trends are in store for the beloved martech stack.

During the recent SiriusDecisions Tech Exchange event, senior research director Jen Horton and research analyst Jill Stanek presented their thoughts about what’s on the horizon for marketers. And, not surprisingly, a lot of it had to deal with what the new tech stack will look like, from new tools to integrations:

Shaking up the Stack – Everyone has a stack, but marketers are breaking free of the days when the only piece of software they used was a marketing automation platform. Now your MAP is just the starting point, it serves as the hub through which all other data and information flow, but it will no longer be the starting point for most marketing campaigns. Instead, teams will start with content, segmentation or other tools, and utilize their MAP as a backbone to support other activities.Get Holistic – One of my favorite predictions from Jen and Jill was that marketers will truly break free of email-centric plans. Don’t get me wrong, a well-crafted email makes me get teary-eyed with joy, but there are so many other tools and channels out there now to reach your target audience! There is so much spam out there that even the best email can get lost in the mix, so I love seeing new campaigns that take advantage of other tools in the martech stack like social amplification solutions, video targeting or a personalized website.Push for Personalization – Speaking of personalized websites, one-to-one marketing is (finally) becoming a reality. It’s been a goal of marketers for years, but the technology just wasn’t advanced enough to do personalized marketing at scale. However, 2016 is the tipping point when we’ll see marketing organizations be able to not only segment their target audiences down to small groups, but then serve customized content to those segments, via a variety of tools in their technology stack. This is thanks to new solutions that are pushing ABM strategies into the mainstream for today’s marketing organizations.Plan for Predictive – Data science is being applied in all areas of B2B organizations, but those advanced analytics are beginning to make huge differences for marketing and sales teams in a number of different industries. This is the year to introduce predictive marketing solutions into your technology stack, as it offers teams the ability to prioritize their marketing and sales activities, creating organizations that are more effective and efficient with their campaign dollars.Embrace Emerging Ideas – Integrations are creating new possibilities, and innovative marketing ops teams are out there testing new technologies and strategies that will have an impact in years to come. 2016 is the year to make sure that your martech stack can collect data from different business units, geographies, etc. so that you can take advantage of integrations between all technologies in your stack. This leaves the door open for innovators to create entirely new ideas about how marketing campaigns should run, and be able to combine information from all the tools they need in their stack to make it possible.

So ladies and gents, in 2016 make sure your stack is round and big. This is the year to experiment with adding new technologies and integrations to your stack, which will super charge your marketing activities for the next 12 months.


Written by

Caitlin Ridge
December 1, 2015