Optimizing Your Marketing Tech Stack
Episode Summary
In this episode of Marketers Talking gain valuable insights on managing and optimizing your marketing technology stack from Jenny Maglio, the Director of Marketing at LMN. With over 20 years of experience, Jenny shares expert advice on streamlining tools, conducting audits, and maximizing efficiency to empower landscapers through software training. Learn how to assess your tech stack, cut costs, and maintain data integrity for effective marketing operations. Watch now for essential tips on building a successful marketing tech stack strategy.
About
Jenny Maglio
Jenny Maglio is a 20-year veteran in the Marketing space, an award-winning email marketer, prior Top 40 Under 40 winner, and National speaker. Jenny has worked on strategy and execution of Marketing with hundreds of companies, and is certified on the top automation platforms available. Her keen ability to strategize, test, analyze and execute for a buyer’s journey through a company’s marketing experience has resulted in outstanding conversions, ROI and retention for the companies she has worked with.
Currently, Jenny leads an amazing Marketing team at LMN, a landscape management software company empowering landscape companies to unlock their potential through software, training, and education.
Episode Takeaways
Technology has made marketing more powerful but also more complex. The average enterprise has over 90 marketing technology tools! While it may seem daunting, having an effective martech stack doesn’t have to be complicated. Here’s how to streamline your marketing technology.
Know Your Needs
Before adopting any new platforms or tools, clearly define your goals, priorities, and capabilities. Outline the must-haves vs nice-to-haves so you can identify gaps and avoid overspending on non-essentials. Bring in team members from across departments to get a full picture.
As Jenny said: It’s really important that you think about what your needs are on the front end before you just say, oh, I like this system or that system.
Consolidate and Collaborate
Audit your current tech stack to eliminate redundancies and wasted spend. But be strategic – some overlaps provide flexibility. Enable close collaboration across teams to maximize value from each solution.
According to Jess: There’s always someone who has some random ass tool that they’ve used for, like, 20 years that they won’t get rid of that they just insist on using instead of learning the new tool for sure I I love that, but I am that person for a couple things.
Invest in Your People
Technical capabilities mean little without the right talent and training. Prioritize enablement programs so your people can capitalize on the full potential of your tech investments. Identify specialists to maximize advanced functionality.
As Jenny emphasized: Let’s make sure that they know what they’re doing. And let’s make sure they’re not using 5% of it, but rather that they can use a 100% of all the features and capabilities by becoming an expert with it.
Keep It Current
Reevaluate needs, purge unused tools, adjust access permissions – make audits an ingrained, regular ritual. Maintain meticulous documentation to ease transitions. Tech stack optimization is an evolving, collaborative process.
In Jess’s words: You gotta check that stuff regularly.
A streamlined martech stack aligns tightly to strategic needs and capabilities. Follow these best practices for optimizing your tech so it empowers marketing innovation.