[Infographic] Marketers with the Best Martech Stacks Report Doing These 2 Things
What do companies with the best marketing tools and technology have in common? A recent Treasure Data survey asked IT and marketing professionals a series of questions to find out what those who have the best martech stacks do to achieve it. What stood out in the survey, which drew more than 400 responses? And how can you use the survey findings to move your own marketing efforts closer to “the ideal”?
What Do Marketers Want?
First, it’s clear that companies are using their martech stacks for a wide variety of marketing automation tasks, and they want to do even more.
|What are marketing and IT’s goals?||Marketing||IT|
|Attract new customers||59%||55%|
|Get advanced insights via machine learning||34%||41%|
|Identify and cater to high-value customers||34%||31%|
|Identify at risk customers and incentivize them to stay||29%||27%|
Only a Few Say They Have the Best Martech Stacks
It’s also obvious that those who call their martech stacks ideal are a select, elite group. Only 27 percent of respondents said their martech stack was “ideal.”
- 56% Adequate
- 27% Ideal
- 17% Insufficient
What Companies with the Best Martech Stacks Do Differently
Marketers who report having the best martech stacks have two things in common.
#1. A Mix of Martech Strategies—Not Just Suites of Best-of-Breed
First, owners of the ideal prefer picking both best-of-breed martech and some suites, to optimize their martech stacks. The ideal group shows a stronger preference toward a combination of best-of-breed and integrated suites—59% for the ideal group vs. 42% of the insufficient group. Conversely, the insufficient group is more likely to prefer purely integrated suites—25% vs. 8% of the ideal group.
|Best-of-breed + integrated suites||59%||42%|
#2. Companies with the Best Martech Stacks Use CDPs
Second, 68 percent of the ideal group report using a customer data platform. Only 56 percent of the inadequate group does. CDPs are helping these ideal companies—and many others who
aspire to the ideal—to achieve the following goals for their martech stacks.
Companies with Ideal Martech Stacks More Likely to Use CDPs
- Ideal 68%
- Insufficient 56%
What Are Businesses Using CDPs For? The Most Common CDP Use Cases
Companies are using CDPs to achieve many different marketing KPIs and goals.
- 50% Unify data and maintain customer profiles
- 47% Enable website personalization
- 45% Build and maintain targetable audience segments
- 44% Personalize digital campaigns (email, display and/or social)
- 40% Deliver better in-person or call-center customer service
- 40% Strengthen targeting in sales outreach and engagement
- 34% Report on campaign performance and ROI
- 33% Assist in mapping out customer journey/experience
Want to understand more about the CDPs that power some of the Global 2000’s best martech stacks? Check out our full martech survey research report at bestmartechstackreport.com.