\u201cMany are still juggling siloed tools, carrying out time-consuming manual tasks, and spending too much time taming the technology behind their marketing. They\u2019re stuck in this continuous loop and can\u2019t optimize their cross-channel strategies effectively. With so much time wasted, investing time in better strategic planning to grow their revenue potential is almost impossible,\u201d<\/em> explains Ricardas Montvila, our VP of Global Strategy.<\/strong><\/p>\n In this blog, we\u2019ll demonstrate how to boost your productivity to grow your marketing team’s maturity. We\u2019ll take you through the most common productivity challenges, how to activate insight-led marketing through your MarTech stack, and share seven marketing solution must-haves that save your team valuable time, budget, and resources.<\/p>\n We commissioned Forrester Consulting to conduct a Total Economic Impact\u2122 (TEI) study<\/a> on Mapp Marketing Cloud. Based on a composite organization, our platform increased marketer productivity by 25% over three years.<\/strong> Here\u2019s what our client informed Forrester in their interviews.<\/p>\n \u201c[Previously], we spent two to three hours manually assessing what the best sellers were and populating them. With Mapp, we no longer do that. We use personalization blocks to help structure our content and make product recommendations as well. That saved a huge amount of time.\u201d <\/em>Paid and organic performance marketing executive, retail<\/strong><\/p>\n While it\u2019s great to see how Mapp Marketing Cloud<\/a> helped solve our client’s productivity pain point, we\u2019d like to focus on the challenge in their story. Sound familiar? This sheds an important light on critical problems that marketers generally have, but fail to recognize.<\/p>\n When conducting client interviews, Forrester found these common challenges that our clients had before investing in Mapp Marketing Cloud:<\/p>\n Collectively, these make it almost impossible to orchestrate a cross-channel customer journey quickly and seamlessly. Your customers deserve an exceptional experience on every channel, every time. But when your tools and data are siloed, you\u2019re forced to try and work in a fragmented way. This disconnect limits your team\u2019s capabilities, time, and productivity, making it difficult for them to deliver revenue-driving customer experiences you know they\u2019re capable of.<\/p>\n Constantly focusing on manual and tricky operations keeps your business on a flat level of increase. All this while the market around you grows incessantly day by day, also means you don\u2019t have the capacity to keep up with your competitors. For this reason, it\u2019s critical to review your MarTech platforms and ask yourself: do these really work together to conduct insight-led marketing?<\/p>\n In our State of Customer Experience survey<\/a>, 28% said their increase in eCommerce sales was down to improved use of marketing technologies. Additionally, 34% of respondents attributed it to a better understanding of data and team maturity. This makes it evident that it\u2019s critical to speed up your daily marketing using tools that help you activate insight-led marketing. In theory, you need these capabilities:<\/p>\n data > insights > engagement<\/strong><\/p>\n While standalone tools, such as a Customer Data Platform (CDP)<\/a>, Marketing Automation, and Customer Analytics, can help you fulfill each capability, the silo problem still stands. It\u2019s an outdated way to work in today\u2019s fast-paced and innovative MarTech environment because of the inefficiencies, limited collaboration, and fragmented marketing that\u2019s based on incomplete or inconsistent insights.<\/p>\n After identifying the common challenges, Forrester identified the following elements<\/strong> that helped address those challenges to improve productivity:<\/p>\n Transitioning to a platform that combines all these elements helps ramp up how your business operates and performs. This saves time in analysis and manual activities to rededicate this effort in discussing new strategies with colleagues. For example, you can work on building more complex customer segments and campaign workflows through the platform.<\/p>\n Simplifying your MarTech<\/a> stack enables you to eliminate the challenges of limited capabilities to reach and engage customers and lack of bandwidth to scale marketing efforts. Automated messaging delivery that responds to customer interactions and personalized marketing messages based on an enriched unified customer profile also helps to eliminate repetitive messages and inconsistent, non-personalized content across channels. Integrating such tools ensures a more productive work environment where marketers can spend less time on manual processes and more time on strategy and evaluating marketing efforts.<\/p>\n Consolidating your tech also enables seamless cross-channel orchestration. Marketers need insight-led marketing platforms with cross-channel capabilities at the core of their MarTech stack that integrates with tools and centralizes data. This can help them break down data siloes, unify their customer data, activate their insights with automation, and analyze their performance with AI. Ensuring a seamless daily operation is crucial in enabling marketers to have free time to focus on other essential aspects of marketing. Having this seamless connection means increased team productivity and time for enhanced new strategy development that benefits the business.<\/p>\nFORRESTER FOUND THESE COMMON CHALLENGES SET-BACK PRODUCTIVITY<\/h2>\n
\n
\n<\/strong>Marketing teams lacked the means to identify and connect customer purchases with their marketing efforts due to unorganized data caused by limited integration with legacy marketing solutions. Common systems included customer data platforms (CDPs), customer relationship management (CRM) systems, and data warehouses. This led to non-personalized marketing messages and missed business opportunities.<\/li>\n
\nUsing individual tools with siloed customer data led to fractured outreach, repetitive messages, and inconsistent, non-personalized content across channels. This negatively impacted their customers’ experience. Over-messaging would make it hard to track performance. At the same time, unautomated messaging delivery failed to respond to customer interactions, such as abandoned carts, leading to missed customer follow-up opportunities.<\/li>\n
\n<\/strong>The marketing team lacked bandwidth as manual processes took up too much time, leading to limited evaluation of marketing efforts. Managing multiple tools also hindered their ability to build automated customer journeys at scale.<\/li>\n<\/ul>\n![\"Mapp-Forrester-TEI-Study-Blog-CTA\"](\"https:\/\/mapp.com\/wp-content\/uploads\/2022\/09\/Mapp-Forrester-TEI-Study-Blog-CTA.jpg\")
<\/a><\/p>\nNO time for strategy = NO business growth<\/h2>\n
Activating Insight-Led Marketing Through Your MarTech<\/h2>\n
SEVEN FACTORS IN MARKETING SOLUTIONS<\/h2>\n
\n
CONSOLIDATING YOUR MARTECH STACK<\/h2>\n
FORRESTER FOUND A 540% ROI FROM MAPP CLOUD<\/h2>\n