Creates a Martech stack that supports dynamic marketing

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Let us find out how marketers can consolidate data to ensure that your market stack supports your dynamic marketing approach.

Active marketing is in a roll. The dynamic acquisition rate in the marketing community was already high, followed by a pandemic and accelerated adoption. In its 2021 State of Agile Marketing report, Agilesherpass found that more than half of the marketers surveyed use dynamic methods. According to the report, 38% of marketers surveyed have accelerated their plans to adopt dynamic methods due to the epidemic.

It plans to use even more dynamic marketing strategies in the future. About 60% of those who do not use the dynamic now plan to start within the next six months. That makes sense given the current economic situation. Dynamic marketing is budget friendly because it focuses on short-term campaigns that can quickly replicate changes in the market, and dynamic teams are usually small.

Another trend that has accelerated during epidemics is the adoption of new martech equipment. As marketers turn to digital channels, they deploy more marketing tools, and according to a Garter survey, they expect continued budget support for market investments. Dynamic marketing requires periodic measurement so marketing teams can evaluate campaign effectiveness and appropriate shift strategies.

Producing reliable measurements with a martech stack containing dozens of solutions with different measurement capabilities can be a challenge. A Martech solution that provides click-through and open rates is useful for marketing, but dynamic project teams are cross-functional. You need measurements that non-marketing team members understand, which is why many B2B marketing fields save relevant data within CRM to create a single source of data truth.

Dynamic projects are called “sprints”, and since dynamic marketing success depends on meticulously measured metrics, it makes sense to have measuring sprints as part of your dynamic marketing strategy. A measurement sprint works at the same time as a project sprint, keeps tabs on campaign performance, and provides data on how leads are progressing through the funnel and revenue attribution.

The frequency of measurement sprint meetings should be related to the length of the project sprint, i.e., the number of times team members will increase for short campaign sprints and more times for programs. Here’s how to continue a measurement sprint:

Representatives from key activities participate, for example, marketing activities, sales activities, demand genes, sales development or telemarketing.

Group status determines whether they are ahead or behind in progress towards project goals. It is important to remember how marketing data is handled for marketing sprints. When all important data is placed in CRM, it is not trusted throughout the company; Everyone has access to it. Giving everyone the information they need to make the right decisions makes it easier for Measurement Sprint to succeed in its vital goal.

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