{"id":78244,"date":"2019-11-26T10:05:22","date_gmt":"2019-11-26T15:05:22","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/4-trends-you-need-to-know-on-martechs-evolution\/"},"modified":"2023-09-14T05:42:47","modified_gmt":"2023-09-14T09:42:47","slug":"4-trends-you-need-to-know-on-martechs-evolution","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/marketing-strategy\/4-trends-you-need-to-know-on-martechs-evolution\/","title":{"rendered":"4 Trends You Need to Know on Martech&#8217;s Evolution"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Technology should make life easier, not harder. So far, martech tools have delivered in both directions. While some tools empower marketing departments to accomplish more with fewer resources, many would-be miracle cures only lead to more headaches.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, martech has begun to mature. A few years ago, the landscape was doubling or tripling annually; last year, it grew by just <\/span><a href=\"https:\/\/chiefmartec.com\/2019\/04\/marketing-technology-landscape-supergraphic-2019\/\"><span style=\"font-weight: 400;\">36%<\/span><\/a><span style=\"font-weight: 400;\">. As the dust settles, the arc of its evolution is becoming clear.<\/span><\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>AI is no longer the one technological solution to all problems as it was touted in its early days.<\/em><\/li>\n<li><em>The market for SaaS tools has matured. The major ones are finding their niches and getting better at specialized functions.<\/em><\/li>\n<li><em>Personalization is now a core part of content marketing.<\/em><\/li>\n<li><em>Companies have finally realized the importance of sales-marketing alignment.<\/em><\/li>\n<\/ul>\n<h2>1. AI and machine learning are losing their power as selling points<\/h2>\n<p><span style=\"font-weight: 400;\">In martech\u2019s early days, companies touted the AI and machine learning technologies that made their tools tick. Look at the ad campaigns around leading ones today, though, and you\u2019ll notice that they play up capabilities rather than components.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Actionable real-time insights are becoming the new gold standard. Integrations with popular sales tools matter more than ever. Especially as martech spending grows, usability is an increasing concern. Marketers are interested in <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-tools-should-be-in-my-martech-stack\/\">what their martech tools can do for them<\/a>\u2014not necessarily how they do it. AI and machine learning technologies are no longer primary differentiators, and customers are prioritizing outcomes instead of flashy tech.<\/span><\/p>\n<figure id=\"attachment_645137\" aria-describedby=\"caption-attachment-645137\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-645137 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/martech-stack.png\"  alt=\"Martech Stack\" width=\"600\" height=\"534\" \/><figcaption id=\"caption-attachment-645137\" class=\"wp-caption-text\">Source: https:\/\/martechtoday.com\/12-martech-stack-infographics-to-inspire-you-to-enter-this-years-stackies-229947<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">That isn\u2019t to say, though, that AI won\u2019t continue to make tools more capable. Even as martech providers mention it less, they\u2019ll keep refining their algorithms. Martech algorithms will make better predictions about customer behavior, create new automation opportunities, and shine more light on where marketers\u2019 opportunities lie.\u00a0<\/span><\/p>\n<h2>2. Tools are becoming more specialized<\/h2>\n<p><span style=\"font-weight: 400;\">As martech tools grow in capability, it becomes easier to confuse them. This is already evident in areas like customer data platforms (CDPs) and data management platforms (DMPs).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite their similar names, the tools do different things. CDPs store data on known customers and are used for a wide range of real-time marketing activities. In order to build rich profiles, they collect data and user activity information to understand context and drive personalized interactions. DMPs, on the other hand, are mainly meant for customer acquisition. Marketers use DMPs to store anonymized third-party data in order to develop lookalike audiences and target ads.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As complexity of the martech landscape grows, identifying how and when to add a new tool has become more difficult. \u201cIt\u2019s important to use a holistic reference architecture to help understand their current state and develop an actionable roadmap,&#8221; <a href=\"https:\/\/www.credera.com\/blog\/management-consulting\/cdp-vs-dmp-whats-the-big-deal\/\">says<\/a> Phil Lockhart, partner and chief digital officer at management and technology consultancy Credera. &#8220;This helps identify clear long-term sequencing as well as immediate next best steps.\u201d <\/span><span style=\"font-weight: 400;\">Maximizing a martech investment means fitting tools together in creative and effective ways.\u00a0<\/span><\/p>\n<h2>3. Personalization is improving<\/h2>\n<p><span style=\"font-weight: 400;\">Not that long ago, customizing the greeting of marketing emails was considered cutting-edge. Sending a coupon on the customer\u2019s birthday was seen as the height of customer experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Martech has become much more capable. Some tools can now recommend email copy tailored to each recipient\u2019s communication style. Others pull together data from mobile, desktop, and even offline sources to make better predictions about where the customer is in the buying cycle.<\/span><\/p>\n<figure id=\"attachment_645138\" aria-describedby=\"caption-attachment-645138\" style=\"width: 700px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-645138\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/personalization-2.png\"  alt=\"Personalization 2\" width=\"700\" height=\"394\" \/><figcaption id=\"caption-attachment-645138\" class=\"wp-caption-text\">Source: https:\/\/martechtoday.com\/supercharge-your-martech-stack-to-achieve-personalization-at-scale-229167<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Expect personalization to be a hotspot for martech\u2019s evolution. As the customer\u2019s experience becomes increasingly important, martech tools will make more intelligent assumptions. If music lovers are talking about an upcoming festival on social media, for instance, martech tools may help music brands like Spotify develop individualized content around the artists that users mention. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><b>4. The divide between sales and marketing tech is shrinking<\/b><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sales technology got an earlier start than martech. When Salesforce kicked off the sales tech revolution in the 2000s, many marketers had yet to make the switch from gut-driven see-what-sticks campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because sales and marketing technologies were developed at different times, early tools didn\u2019t exactly invite collaboration between the two teams. Thanks in part to B2B tactics like account-based marketing, users are now insisting that integrations improve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But developing new APIs is only half the battle. \u201cCompanies must aim to optimize the relationship between sales and marketing teams and re-frame the ways they think about each other,\u201d <\/span><a href=\"https:\/\/www.demandgenreport.com\/features\/demanding-views\/can-ai-create-the-perfect-partnership-between-marketing-and-sales\"><span style=\"font-weight: 400;\">explains<\/span><\/a><span style=\"font-weight: 400;\"> Rashmi Vittal, CMO at sales software firm Conversica.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Building trust and improving communication take time. But martech\u2019s evolution is catapulting marketers into closer proximity with their sales co-workers, and the teams that learn to work in harmony will see the strongest results. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You may feel ready to enter the next decade with your existing martech knowledge, but don\u2019t get too comfortable. The only constant is change. As new types of martech emerge and existing ones become more robust, how will expectations for marketers shift? How will they affect the customer\u2019s experience?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep learning, and don\u2019t sleep on new developments as martech continues to evolve. If you want to stay at the front of the pack, you can\u2019t sit on the sidelines while others push their limits.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Technology should make life easier, not harder. So far, martech tools have delivered in both directions. While some tools empower marketing departments to accomplish more with fewer resources, many would-be miracle cures only lead to more headaches. Fortunately, martech has begun to mature. A few years ago, the landscape was doubling or tripling annually; last [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":78248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-78244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Trends You Need to Know on Martech&#039;s Evolution - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Personalization, automation, capabilities of old and new tools, and level of sales-marketing alignment will define the future of martech.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/4-trends-you-need-to-know-on-martechs-evolution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Trends You Need to Know on Martech&#039;s Evolution - 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