Too Many Tools?

Marketing Technology that Cuts Through the Noise

It was fascinating to read the latest issue of the Marketing Technology Landscape Supergraphic (2017) from ChiefMarTech. There are now over 5,000 different solutions for marketers! It really got me thinking that about whether marketers have too many tools now, or if they just don’t have the right ones.Marketing Technology Landscape 2017

What a hassle!

Speaking to companies, I constantly come across stressed out marketers; many spend large chunks of their work day trying to overcome disparate marketing technology and siloed teams when all they really want to do is get their marketing campaigns out the door.

I was meeting with an organization recently who walked me through their current campaign process. They had to:

  1. Send a brief to IT to pull a selection,
  2. Wait a few days,
  3. Receive the counts,
  4. Review the brief,
  5. Get updated counts, until finally…
  6. The data was ready.
  7. Then, one set of data had to be sent to their ESP and loaded into an email tool,
  8. And another set would be sent off to their fulfilment house.
  9. After various rounds of checking and revising counts as additional suppressions were applied,
  10. The campaign was ready to go.

That’s a lengthy process. Then, when I asked about how they measured the campaign, they said it was virtually impossible; with some data with their fulfilment house and some stuck in their email tool, trying to pull it all together required too much effort and cost. They did have a reporting tool, but is was next to useless as it just didn’t have the right data in it

It’s not about the technology, it’s about the outcome.

Most marketers that I meet want to focus on delivering a great customer experience, adapting to the needs of their customers in the moment—not spending their life worrying about tech and processes.  They want to be able to quickly turn their ‘whiteboard’ ideas into new campaigns and add real business value on a consistent basis. I’m 100% with them on this! The life of what we at Alterian call the Adaptive Marketer™ shouldn’t be focused on marketing technology, but on outcomes.

How can we make marketing easier for marketers?

First, you can replace all of your siloed processes and systems with something that brings everything together. After all, what’s the point of having separate analysis, campaign, email, and reporting tools when there is a tool that does all of that for you? We’ve seen companies deliver 10x productivity improvements in their campaign process and effectiveness by making the switch to the Alterian Adaptive Customer Experience™ platform.

Alternatively, if you have other marketing tools, channels, and systems that you want to keep, you can integrate them. Why not connect all these tools so that they work intelligently together rather than as separate solutions? As a marketer, you can then orchestrate from one place rather than multiple. One of our clients,  Scottish Power, recently saw a 22% uplift in retention rates by taking this route.

Marketers: Adapt and thrive.

If you are the typical marketer bursting with ideas and being held back by your current marketing technology and processes, don’t hesitate to reach out. We’d love to share some of our experiences and solutions with you. It’s about time for you to make the move from typical to Adaptive Marketer™.


Roger Luxton Alterian

Roger Luxton, Senior Solutions Consultant EMEA

Roger has worked in a variety of marketing and campaign roles throughout his career including client-side, agency, and marketing service providers. He’s also been actively using Alterian technology for over 15 years, and re-joined the business in January 2017 to work closely with our EMEA customers and partners. While he enjoys technology in general, he particularly loves the way it helps to deliver business value. 

Roger lives near Newark, Nottinghamshire in the UK and loves spending time with his wife and recently graduated kids. Away from work, he loves long walks, watching cricket, swimming, and his volunteer work as an Alumni Fellow at Nottingham Trent University.