Harness the Power of Your MarTech Stack to Create Personalized Experiences Everyday
by Michelle Lawrence | Last Updated: May 4, 2022
Delivering engaging digital experiences is at the forefront of every marketer’s mind. Every touchpoint should be personalized and memorable. But this is easier said than done if your team isn’t equipped with the right tools. Let’s look at some of our favorite MarTech technologies we use to create digital experiences that stand out.
Curating the Perfect First Touchpoint
You never get a second chance to make a first impression. We can’t overstate how important it is to make the first interaction a customer has with your brand unforgettable. Lucky for marketers, there are plenty of tools to make this task less daunting.
Seventy-five percent of consumers prefer to buy from brands that offer personalized experiences, according to Yieldify. We harness the power of software such as Terminus, Google Ads, and LinkedIn Sales Navigator to accomplish this as best as possible.
Let’s take Terminus as an example. We like the account-based marketing (ABM) tool because of how granular we can get in our email campaigns. For example, our team can create unique email signature banners either by persona or by account with Terminus.
But of course, there is no immediate magic bullet when it comes to marketing technology. That’s why having a robust MarTech stack with multiple tools to “wow” customers is imperative.
Delivering Excellence
The intersection of marketing and technology continues to transform the way brands connect with their audiences. From firsthand experience, we know consumers prefer to communicate with brands through engaging content.
Vidyard is our secret sauce to personalized content for our audience. Any webinar recordings, on-demand training videos, marketing collateral, etc., are hosted on Vidyard. In addition, we use the video software tool for ABM outreach too. The Vidyard Chrome extension is a perfect way for our team to film 1:1 videos as well as enables the tactic to send a personalized follow-up with video after a webinar.
Understanding the Customer Journey
Marketers don’t control the customer journey as much as we may want to. Tools like Gong further proves this. Hearing firsthand why customers use your technology is invaluable information to your revenue teams. Plus, you may discover new ways customers are using your product.
SparkToro is another excellent resource for researching topics your audience is focused on. For instance, if you want to look up what keywords a specific demographic is talking about, you can run an insights report in SparkToro. Or maybe you want to see who your ideal-customer profile is following on Twitter? Again, SparkToro has got you covered.
Here’s our challenge to you. Make a list of all of the tools in your current tech stack. Then, ask your team to explain how they’re using each platform. It will provide insight into what software isn’t serving your team anymore which leaves room for you to explore new opportunities to invest in creating personalized digital experiences for your audiences.
If you're looking for inspiration, take a look at our MarTech stack for this year's Stackies.
