The marketing technology industry is booming. In fact, global spend on the wide range of systems, software, and solutions harnessing technology to achieve marketing goals reached an estimated $345 billion in 2021, according to a Martech Alliance study.
And with worldwide spend on marketing estimated to hit $4.7 trillion (yes, trillion!) by 2025, all signs point to martech providing ever more sophisticated tools to automate the marketing process and understand consumer behavior.
While martech’s explosive growth and innovation is nothing short of impressive, if you’re a marketing leader at a smaller organization, you may be wondering, “can my organization afford to implement martech?”
Well, we’re here to tell you that you don’t need a big budget and all the bells and whistles to reap the benefits of a martech stack. In fact, many of the steps necessary for developing targeted communications and basic customer journeys are attainable for smaller organizations with tighter budgets.
The first step – and most critical step of all – is good, clean, reliable data maintained in a well-defined data model. Indeed, even the most advanced, costly martech stack will deliver lackluster results without a reliable data model in place.
For example, one of our clients, a large healthcare payer, was struggling to create meaningful customer journeys even after investing $10s of millions into their martech stack. Upon rethinking and redeveloping their data model, however, their results improved dramatically.
Whether your organization is just getting started implementing a martech tool or if you’re looking to improve the targeted communications and customer journeys your martech stack delivers, our data and analytics experts at Temberton have developed a framework to help you tackle these challenges.
Register here for our upcoming FREE webinar where we explore our framework for developing impactful customer insights without breaking the bank.
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