Why Marketing Technology
Marketing technology (MarTech) is a category of technology that improves the effectiveness of marketing customer experience, and digital teams. As a proven driver of growth, MarTech is central to organizations’ experience and digital transformation agenda improving:
- customer experience, including author experience, reader experience, and member experience
- audience identification, development, and engagement
- unified and actionable customer profiles
- segmentation and behavioral targeting
- personalization and lifecycle orchestration
- data and evidence-based decision-making, including predictive decisioning
- marketing performance management and operational efficiency
- key marketing conversion — author submission, event attendance, membership, subscriptions, purchases, lead generation, and database growth
- advertising revenue
Our MarTech Unique Expertise
Our unique expertise bridges the gap between strategic vision and marketing technology. We closely track the MarTech landscape and how marketing technology advances association, education, and publishing/media use cases. In addition to our knowledge of industry-specific use cases, we are well-versed in emerging marketing technology trends and cross-sector modern marketing innovation.
Marketing technology projects are complex. Too often, organizations spend insuficient time on the marketing vision and strategy and as a result select the wrong tools and technologies. In addition, inadequate time is spent on supporting strategy, processes, and organizational design to ensure the successful adoption of the chosen technology. Drawing from our proprietary framework, the 12Ps of Marketing Technology ©, our services that support the entire marketing technology journey from strategy to benefits realization.
Our Marketing Technology Services
Marketing Technology Capability Audit & Roadmap
We are the bridge between your strategic goals and the successful utilization of marketing technology. We link your ambition with a practical blueprint for elevating marketing, customer experience, and audience engagement.
Our framework anchors marketing technology in business value. Through our process, we document your organizational priorities and current marketing technology capability. After discovery, we map your strategic priorities to your current technology capability and C&E’s proprietary capability framework. Through this process, we show critical gaps, redundancies, and inefficiencies in your existing MarTech stack. The final output is a prioritized marketing technology roadmap that connects business value to MarTech strategy. Our roadmaps offer the agility organizations need to generate value quickly and keep moving forward.
The Marketing Technology Business Case
Investing in marketing technology is necessary to keep up with the ever-evolving digital landscape and customer experience expectations – but it is important that your organization goes into such an endeavor informed and prepared. We work closely with our clients to create comprehensive vision decks and business cases, customizing each plan to ensure their investment reaps maximum rewards. We help make sure you have all of the right information when planning for MarTech projects so that everyone involved is confident the are making a smart decision.
Marketing Technology Vendor Selection
With almost ten thousand marketing technology solutions available, clients need experts to guide them through the daunting selection process. Our detailed and comprehensive RFI (requests for information) evaluations pinpoint which options will best suit a client’s specific needs by assessing the vendor’s functional capabilities, technical capability, and their ability to meet client use cases. Beyond the solution assessment, we are dedicated to helping clients understand all associated costs and effort that come with implementation, adoption, and maintenance – vital considerations when making a decision.
Our services include running the MarTech RFI process, facilitating shortlist vendor evaluations, and advising on successful proof-of concepts. Our comprehensive process promotes meaningful collaboration between business teams and technology teams while emphasizing the ultimate goal of increased business value.
Marketing Technology Implementation Support
Post vendor selection, we partner with clients to advise on the strategic and organizational changes required to adopt marketing technology successfully. While it is important to choose technology that is future-proof, it is essential not to “boil the ocean” with MarTech implementations. We help sequence and prioritize use cases with the highest value. Furthermore, we are a trusted advisor to marketing, digital, and technology leadership throughout the project.
MarTech Advisory Services & Workshops
We provide advisory services at different stages in the MarTech process. Our understanding of association, education, and publishing/media use cases and the evolving MarTech landscape enable us to provide insight into MarTech visions and projects.