Marketing Technology Platforms

Today the marketing industry is changing rapidly. We are now surrounded by thousands of new technologies that promise to be the best in boosting customer reach and getting targeted traffic. So it becomes difficult to choose the right technology for your business.

Get to know the top martech platforms and technologies being used by the agencies, marketing departments, and big brands. Here you can find a list of top martech companies for marketers.

What is Marketing Technology and Martech?

Marketing technology, also known as MarTech, describes a range of software and tools that assist in achieving marketing goals or objectives. When a marketing team utilizes a grouping of marketing technologies, this is known as their marketing technology stack. MarTech has become a staple in digital marketing campaigns, but can also be used to optimize marketing efforts across any marketing channel.

current state of marketing measurement and optimization

The Importance of Marketing Technology

In 2012, Gartner predicted that by 2017 CMOs would spend more on technology than CIOs. While this claim was initially very divisive, the gap in spending between these parties has narrowed significantly over the years. This is because technology is playing an increasingly important role in marketing, especially assisting with efforts such as attribution and allocating marketing spend.

With the martech landscape constantly evolving, marketers may be overwhelmed by which option to choose. For that reason, marketers must be sure that they are investing in marketing technology solutions that will facilitate greater growth in their organization. 

Top Martech Platforms Every Marketing Team Love Having in their Stack

In this article, we are covering the top 10 Martech companies providing software for CRM, Content Management, Video Marketing, Account-based targeting, and much more. The list is based on Martech company’s existing position in various Martech categories including Marketing Clouds, Customer Data Management Platforms, Journey Optimization, Analytics, and Customer Experience Management. Let’s learn the unique features and capabilities offered by the top 10 martech companies in the world.

Marketing technology, also known as Martech, is a very powerful ecosystem for high-growth marketing teams.

Salesforce Marketing Cloud

Category: CRM, Marketing Cloud, Automation, Customer data management

Salesforce, founded in 1999, remains the biggest martech player in the world. It is globally recognized as the world’s most respected and preferred CRM platform. In recent years, Salesforce has expanded its product offerings beyond Marketing Clouds and analytics. Today, it provides a range of services, including Data Cloud, Commerce Cloud, Sales Cloud, Manufacturing Cloud, App Cloud, and much more. It became one of the pioneers in martech to usher the concept of Customer Experience management for digitally equipped marketing, sales, and customer support team.

Its AI platform – Salesforce Einstein is an eye-catching addition to its Cloud and App builder ecosystems.

Trivia: Time

Did you know, Salesforce also has a “Blockchain DevOps” team? Salesforce Blockchain provides the infrastructure of a distributed ledger, and adds on the power of Salesforce metadata. Cool to have Martech data and Blockchain working in sync.

What do you think!

Salesforce has acquired some of the biggest tech companies in the world to further amplify its position as a one-stop destination for B2B enterprise technology stacks for Marketing, Sales, Finance, HR, and IT Ops.

Tableau, Evergage, Mulesoft, Rypple, Datorama, and Vlocity are some of the top-of-the-line acquisitions that have enabled Salesforce to get closer to the likes of IBM, Microsoft, and Oracle.

Slack is the latest acquisition, and it denotes where Salesforce could be heading in terms of providing a perfect martech-DevOps ecosystem to all its partners, customers, and employees.

To become a top martech professional, you should check out Salesforce’s top martech posts here.

Next month, Salesforce is hosting its annual martech fest, Dreamforce. Stay tuned for our coverage from Dreamforce.

Hubspot

Category: Marketing Cloud, Automation

HubSpot is a leading customer relationship management (CRM) platform. It provides software and support to help companies grow better with highly targeted and refined Inbound Marketing insights. HubSpot CRM caters to marketing, sales, service, operations, and website management teams.

Apart from HubSpot’s mastery of Inbound Marketing channels, the company has consistently featured among the world’s best places to work for.

Do You Know about HubSpot Academy?

HubSpot Academy is the worldwide leader in free online training for inbound marketing, sales, and customer service professionals.

100% FREE. 100% ONLINE. 

And, this happened much before pandemic forced us into a lockdown. Years ago! 

Adobe Marketo Engage

Category: Lead gen management, ABM, and Marketing Attribution

Adobe is listed in our list of top 10 martech companies courtesy of its recent expansion into cloud offerings for data management, marketing, analytics, content, advertising, and creative designing in recent years. For us, Adobe remains a pioneer in the technology innovation domain specifically working to “bridge the perennial Martech and Adtech gaps’.

Top Martech News: Shutterstock Announces Integration With OpenText, A Worldwide Leader In Digital Asset Management

Going by history since its inception in 1982, Adobe has seen it and done it all to continue on its mission to revolutionize the digital publishing and advertising industry. Adobe’s stack includes Adobe Marketing Cloud, Adobe Experience Cloud, and much more.

In the past 5 years, Adobe has accelerated its Martech innovations via mergers and acquisitions. It’s worth mentioning Magento Commerce (CMS), Marketo (Engage ABM / Automation), and Workfront (marketing collaboration tool) among its latest additions.

Sitecore

Category: Content Management, Personalization, Experience management

A disconnected Martech stack can inflict a killer blow to your business, especially if your existing marketing teams are slack at data management, analytics, and experience management. 61% of the businesses suffer from losses incurred due to a ‘disconnected” Martech stack. And, this impacts your ability to deliver Connected Experiences across all channels. Yes, it’s that painful to work with Martech stack. We should thank Sitecore for revealing this important issue with martech stacks.

What’s the solution to overcome this disconnect in the martech stack?

Get everyone involved. Yes, that’s right.

Sitecore’s survey recommended the right approach and strategy is to build the best future-ready Martech stack. Get your CMO, CIO, and CDO on the same boat and take steps to optimize their martech stack and deliver a consistent and memorable CX experience. If this seems too hard for you, get a martech delivering model, such as the one offered by Sitecore.

Maximize your martech investment Research from Avanade and Sitecore
Maximize your martech investment: Research from Avanade and Sitecore

Sitecore solves these problems in a martech stack with its exquisite range of digital experience solutions. These solutions meet customers’ demands, from content to experience to commerce within an agile and flexible environment. Very much an IT-friendly setup!

Sitecore also offers tons of resources on how to build future-ready IT-Martech connections that could benefit the entire value chain within an organization, especially the C-level executives.

My favorite segment on Sitecore is the Virtual Marketer Exchange hosted by leading Sitecore’s strategists.

What is Virtual Marketer Exchange?

Virtual Marketer Exchange is a free 2-hour virtual event that will help you to identify and break down the digital experience fundamentals.

Check out Sitecore’s Martech solutions. They have provided a graphical representation of their martech solutions for various categories. It’s called Martech Helix.

https://www.sitecore.com/solutions
Sitecore Martech Helix

World’s leading brands such as American Express, ASOS, Kimberly-Clark, L’Oréal, and Volvo Cars use Sitecore’s Digital Experience Platform (DXP) to build and deliver highly engaging and lasting personalization.

Marketing Attribution Software

As John Wanamaker (1838-1922), a famous US merchant said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Over a century later, this dilemma has not been solved for many companies. Outdated attribution models or failing to account for both offline and online successes are causing companies to miss out on opportunities. Partnering with the right marketing attribution software can help solve this issue.

Email Marketing 

In his book, Perennial Seller, Ryan Holiday discusses the importance of email and cultivating those relationships directly with customers. Since emails are not dependent on algorithm changes or what’s trending, it’s one of the best platforms to reach a target audience. Consider this: In a recent survey, more than 50 percent of US respondents admit to checking their email more than 10 times per day. Email is an effective way for brands to reach customers.

Content Management System

This technology can power both your website and blog. With 88 percent of consumers researching products online before purchasing, investing in a quality website is a necessity. Your website is the backbone to the rest of your digital strategy since marketing and advertising customers will drive consumers there.

Customer Experience Software 

This part of the marketing technology stack should focus on making the customer’s interaction with your brand better, whether that be by testing out which messaging is the most effective or personalizing their experience. This includes software involved in A/B testing.

Customer Relationship Management Software

This is more common for B2B companies that focus on lead generation, but these platforms can help your company manage leads. CRMs can determine where leads are in the funnel and assess opportunity levels

Predictions for Marketing Technology

Over time, marketing technology will continue to evolve and become more crucial in modern marketing campaigns. However, martech will need to adapt to a shifting marketing environment. Here are some trends that marketers should be aware of before investing in martech:

  • Shrinking Marketing Budgets – Gartner now predicts that budgets are leveling off for marketing departments. This will require companies to justify their marketing ROI and spend.
  • Focus on Retention – It costs 5 times more to attract a new customer than to keep an existing one. Marketers will begin shifting their focus to not only gaining new customers, but on developing client relationships.
  • Importance of Understanding Marketing Spend – According to Gartner’s Marketing Technology Survey 2018, only 18 percent of marketers understood what multitouch attribution (MTA) was in 2016. In 2018, this number increased to 52 percent, with respondents noting that they used MTA to measure ad effectiveness. However, MTA is limited to only proving online value. Since marketers are under constant pressure to prove ROI on all channels, marketers will need to adopt unified marketing measurement.
  • More Innovation – There is an interesting dichotomy between established enterprise software companies investing in cloud based solutions versus up and coming start-ups. This uptick in competition will lead to more innovation in marketing. Additionally, with the emergence of IoT and continuing development in AI marketing, marketing technology companies will be able to provide clients with more robust solutions to help marketers speak directly with their audiences and establish ROI.

Marketing Technology Challenges

Implementing, maintaining, and optimizing your organization’s martech is not a simple, streamlined process. Rather, organizations should prepare to overcome a few key challenges before they can fully realize the benefits of marketing technology.

Selecting the Right MarTech Platform

Choosing the right platform is difficult since selecting a platform is more than finding the right technology – it extends into finding the right partner. Integrating a new system is often a challenge, and the process of working with internal and external stakeholders to roll out technology can create unexpected hiccups.

Changing Company Culture

For many organizations, changing the way marketing functions can be a big challenge. Working with colleagues to get them trained on new platforms and workflows provides a hindrance to day-to-day activities. As Peter Drucker said, “culture eats strategy for breakfast.” Unfortunately, changing the company culture to utilize martech can often be a formidable obstacle for companies.

Processing Too Much Data

There’s a lot of data in today’s marketing environment. Ciphering through data to determine what is and isn’t important could be a sizable challenge for your organization. Selecting the right vendor and working together with data scientists to help analyze the vast amounts of data can help steer your marketing department in the right direction.

The Importance of Agility

The core objective of any marketing technology plan is to be agile. An agile methodology promotes a project management process that mixes engineering best practices with business development and utilizes constant communication and adaptation.

Agility allows marketers to be more flexible, with more frequent and shorter cycles of action. Although being agile is traditionally associated with product development, applying this same mentality to marketing can have tremendous results, especially when rolling out products to your internal team members. 93 percent of CMOs who employ agile strategies cite that it has helped increase their speed to market for ideas, campaigns, and products.

Conclusion

Marketing technology platforms are the tools used by businesses to improve marketing practices. It encompasses everything from email marketing solutions to customer relationship management systems. There are thousands of marketing technology companies in the world, but the artic is the ones that are best at what they do.

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