THE FUTURE OF

MARTECH

WHAT IS MARKETING TECHNOLOGY?

Marketing Technology (martech) refers to any piece of technology a marketer uses to automate or streamline processes, collect and analyze data, or provide various means of reaching and engaging with existing or potential customers. The full suite of these interconnected tools a company leverages to achieve marketing goals and objectives is known as the martech stack.

WHY SHOULD MARKETERS CARE?

Today’s successful marketing is technology-enabled. Martech facilitates data collection, analytics, and meaning-making at a scale impossible to manually replicate, and no company that wants to remain competitive can successfully market without its capabilities. Not only are marketing technology and digital tools here to stay, but martech is also likely to grow in importance and further proliferate. A savvy marketer should take time now to audit their current stack, fill necessary gaps, and keep up with trends to ensure the tech that powers their marketing efforts is up-to-date and maximally effective.

HOW CAN IT HELP YOUR BUSINESS?

Martech empowers effective marketing, which generates revenue. The efficiencies that martech creates dramatically increase an organization’s opportunities to both create impressions and convert impressions to sales. Martech allows marketers to collect more customer data and apply it strategically. It can break down internal silos by giving teams across departments access to a comprehensive, shared picture of the customer. This picture allows an organization to craft a friction-free customer journey. And though some martech solutions can represent a sizable financial investment, organizations that carefully evaluate their tech needs and select integrated solutions can see their wisely-invested marketing dollars produce results.

The New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

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Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

> See all issues

THE FUTURE OF

MARTECH

WHAT IS MARKETING TECHNOLOGY?

Marketing Technology (martech) refers to any piece of technology a marketer uses to automate or streamline processes, collect and analyze data, or provide various means of reaching and engaging with existing or potential customers. The full suite of these interconnected tools a company leverages to achieve marketing goals and objectives is known as the martech stack.

WHY SHOULD MARKETERS CARE?

Today’s successful marketing is technology-enabled. Martech facilitates data collection, analytics, and meaning-making at a scale impossible to manually replicate, and no company that wants to remain competitive can successfully market without its capabilities. Not only are marketing technology and digital tools here to stay, but martech is also likely to grow in importance and further proliferate. A savvy marketer should take time now to audit their current stack, fill necessary gaps, and keep up with trends to ensure the tech that powers their marketing efforts is up-to-date and maximally effective.

HOW CAN IT HELP YOUR BUSINESS?

Martech empowers effective marketing, which generates revenue. The efficiencies that martech creates dramatically increase an organization’s opportunities to both create impressions and convert impressions to sales. Martech allows marketers to collect more customer data and apply it strategically. It can break down internal silos by giving teams across departments access to a comprehensive, shared picture of the customer. This picture allows an organization to craft a friction-free customer journey. And though some martech solutions can represent a sizable financial investment, organizations that carefully evaluate their tech needs and select integrated solutions can see their wisely-invested marketing dollars produce results.

“To a customer, there is one company—not separate departments. As customer experience leaders, marketers must look beyond their own walls for new opportunities to drive superior engagement across the entire customer journey. Thus, the notion of a ‘marketing stack’ is really a misnomer. High performers integrate their marketing technology across the entire customer journey, from advertising to customer support.”

Matthew Sweezey

Director of Market Strategy

Salesforce Pardot

CASE STUDY

 

PwC Improves Efficiency and Client
Experience through Martech Integration

Professional services firm PwC has offices across the globe and over 22,000 employees. Before 2019, its marketing efforts suffered from a correspondingly large and fractured collection of marketing technology.

 

PwC had twelve distinct marketing automation platforms in place across their global offices, and the various marketing offices had email marketing tools, social media tools, CRMs, and websites that did not integrate. Marketers at PwC knew they needed a fully integrated marketing automation platform and CRM to coordinate marketing strategy and maximize efficiency.

 

The company began its marketing automation transformation in its UK headquarters. It issued a RFP after setting a goal for year one of the transformation: implement a marketing automation (MA) platform and integrate it with a CRM system. PwC set the additional year one goal of utilizing a combined social listening and publishing tool within its new MA platform. To kick off the process, PwC underwent a six-week strategic assessment with its new vendor, Marketing Cloud, and its consulting practice and IT department.

Upon completing the assessment, PwC launched the new MA platform according to a four-week implementation strategy. The rollout included substantial investments in support staff to make the transition as smooth as possible. PwC hired a Change Manager from its consulting practice to support a staff of one hundred marketers as they trained on the new system. The company also developed a “coach community” to support its marketers and launched a Google site where employees could access training materials. Once Marketing Cloud was operational, the company added three MA experts to facilitate the scaling of the platform. Finally, PwC created a digital marketing team to continue the development of its marketing automation strategy.


PwC’s marketing automation transformation achieved its first-year targets for both increased efficiency and improved customer experience. In the efficiency category, the project hit its target of new automation and consolidation efforts contributing to 30 percent of Sales and Marketing’s overall efficiency goals. In the customer experience category, the project met or exceeded initial engagement targets. Due to the success of the MA transformation at UK headquarters, PwC marketing executives are implementing this new fully integrated, automated marketing model in PwC offices worldwide, enabling one marketing structure that governs global operations.

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future of martech? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

New Agency Models for Integrating MarTech in a Complex Data Privacy Environment

ANA. March 2020

In this session, Megan Pagliuca of Hearts & Science discussed how their division dubbed Hearts & Science MarTech Integrator Group is working with their clients to help manage this increasingly complex data and technology environment.

ANA MarTech Glossary

ANA. February 2020

As the marketing technology landscape continues to grow, today's marketers demand a trusted resource to better understand the myriad of terminology associated with increasingly complex tech stacks. The ANA's Data and Technology Practice has curated a collection of marketing data and technology terminology.

What are considerations for building a tech stack?

ANA. August 2020

Marketers need to traverse the complicated landscape of tech stacks to better understand consumers. The resources below help portray the MarTech investments companies continue to make, and need, in order to survive and thrive.

Download Now!

Marketing technology, commonly referred to as martech, has already been an essential part of any marketer’s strategy for years. Whether a marketing team has strategically chosen martech solutions for every aspect of marketing operations or found itself with an assortment of non-compatible tech tools, any team that so much as sends emails to a customer list uses marketing technology.

The successful marketer of today must implement tech solutions to capture and analyze customer data, converting it to meaningful insights that allow a brand to differentiate itself in an increasingly personalized selling environment. We spoke to Martech experts to get their perspectives on where the landscape is headed, and what marketers can do to prepare.

Matthew Sweezey

Director of Market Strategy

Salesforce Pardot

“To a customer, there is one company—not separate departments. As customer experience leaders, marketers must look beyond their own walls for new opportunities to drive superior engagement across the entire customer journey. Thus, the notion of a ‘marketing stack’ is really a misnomer. High performers integrate their marketing technology across the entire customer journey, from advertising to customer support.”

Case Study

PwC Improves Efficiency and Client
Experience through Martech Integration

Professional services firm PwC has offices across the globe and over 22,000 employees. Before 2019, its marketing efforts suffered from a correspondingly large and fractured collection of marketing technology.

 

PwC had twelve distinct marketing automation platforms in place across their global offices, and the various marketing offices had email marketing tools, social media tools, CRMs, and websites that did not integrate. Marketers at PwC knew they needed a fully integrated marketing automation platform and CRM to coordinate marketing strategy and maximize efficiency.

 

The company began its marketing automation transformation in its UK headquarters. It issued a RFP after setting a goal for year one of the transformation: implement a marketing automation (MA) platform and integrate it with a CRM system. PwC set the additional year one goal of utilizing a combined social listening and publishing tool within its new MA platform. To kick off the process, PwC underwent a six-week strategic assessment with its new vendor, Marketing Cloud, and its consulting practice and IT department.

Upon completing the assessment, PwC launched the new MA platform according to a four-week implementation strategy. The rollout included substantial investments in support staff to make the transition as smooth as possible. PwC hired a Change Manager from its consulting practice to support a staff of one hundred marketers as they trained on the new system. The company also developed a “coach community” to support its marketers and launched a Google site where employees could access training materials. Once Marketing Cloud was operational, the company added three MA experts to facilitate the scaling of the platform. Finally, PwC created a digital marketing team to continue the development of its marketing automation strategy.


PwC’s marketing automation transformation achieved its first-year targets for both increased efficiency and improved customer experience. In the efficiency category, the project hit its target of new automation and consolidation efforts contributing to 30 percent of Sales and Marketing’s overall efficiency goals. In the customer experience category, the project met or exceeded initial engagement targets. Due to the success of the MA transformation at UK headquarters, PwC marketing executives are implementing this new fully integrated, automated marketing model in PwC offices worldwide, enabling one marketing structure that governs global operations.

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future of programmatic? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

New Agency Models for Integrating MarTech in a Complex Data Privacy Environment

ANA. March 2020

In this session, Megan Pagliuca of Hearts & Science discussed how their division dubbed Hearts & Science MarTech Integrator Group is working with their clients to help manage this increasingly complex data and technology environment.

ANA MarTech Glossary

ANA. February 2020

As the marketing technology landscape continues to grow, today's marketers demand a trusted resource to better understand the myriad of terminology associated with increasingly complex tech stacks. The ANA's Data and Technology Practice has curated a collection of marketing data and technology terminology.

What are considerations for building a tech stack?

ANA. August 2020

Marketers need to traverse the complicated landscape of tech stacks to better understand consumers. The resources below help portray the MarTech investments companies continue to make, and need, in order to survive and thrive.

Download Now!

Marketing technology, commonly referred to as martech, has already been an essential part of any marketer’s strategy for years. Whether a marketing team has strategically chosen martech solutions for every aspect of marketing operations or found itself with an assortment of non-compatible tech tools, any team that so much as sends emails to a customer list uses marketing technology.

The successful marketer of today must implement tech solutions to capture and analyze customer data, converting it to meaningful insights that allow a brand to differentiate itself in an increasingly personalized selling environment. We spoke to Martech experts to get their perspectives on where the landscape is headed, and what marketers can do to prepare.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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