How Complete Is Your Online Marketing Technology Stack?

Posted by Martin Greif | Comments

Tags: ,


how complete is your online marketing stack

All businesses with an online presence have their priorities. But as companies mature, the technology needs trend toward the following things:

  • Deploy page edits and changes to the site quickly, without needing to edit hundreds of pages for things that need to be rolled out to the entire site
  • Store and track leads all the way to the sale
  • Make hot leads “pop” without manual digging, so you can identify prospects regularly
  • Ensure that you can track all the significant behaviors on the site, and that you can deploy changes to the tools without needing to contact IT

A lot of that turns out to be sequential.

You wouldn’t worry about changing the way your tracking tools work if you can’t edit the web site quickly and do something about the data; you wouldn’t worry about identifying which of your prospects are hot if you can’t store and track your leads.

So for a lot of businesses, it comes down to checking how complete your online marketing stack is.

Start with the Basics: A Capable Content Management System (CMS)

Samples: Acquia, Sitecore, OpenText, WordPress

There was a time when it was acceptable for web sites to not have a CMS. There would be a small legion of developers making all the changes marketers ask for, slowly. If there’s a change that needs to be made to the entire site, well, developers would just have to grin and bear it.

That time is long gone.

Now, a CMS that allows marketers to make the changes directly to the site, without the need for IT, is part of basic table stakes. As is being able to make changes to a batch of pages, or even the entire site, without touching the pages one by one.

Organizations will have slightly different priorities in choosing a CMS.

Some will choose WordPress or Joomla! based on the price point. Others will choose Acquia or EPiServer because they have access to PHP or .Net developers and can enhance the CMS capabilities quickly.

Whatever your considerations, choosing a CMS that matches your requirements is one of the more important decisions you can make on your online marketing business.

Track Your Prospects: A Smart Customer Relationship Management (CRM) Tool

Samples: Salesforce, SAP, Pipedrive, Zoho

Once you can make changes to the site as needed, it’s time to make sure you can track your leads all the way to the sale.

There are a host of CRM tools that can do this.

There will be companies on a budget choosing Zoho, those looking for niche social capabilities selecting Nimble, and those looking for complete feature sets and good support electing to use Salesforce.

You’ll need to determine what priorities you have for your CRM. You can have a few companies demo their tools or provide a proof-of-concept, while matching your existing tool set, before choosing your solution.

Get Smarter About Leads: A Solid Marketing Automation System

Samples: Pardot, Eloqua, Marketo, Infusionsoft

Once you can track leads all the way to the sale, it’s time to get smarter about the way you do marketing. A large part of that is working with a marketing automation system to check which leads are hot, and to automate certain things like sending emails when users do something in particular.

There are a few core things to think about here.

You’ll need to check whether what’s left on your budget can take on cheaper tools like Infusionsoft, or more expensive ones like Pardot. You’ll need to ensure that the system plays nice with the existing tools you have, especially your CRM tool. You’ll need to check that the contract you pay for includes things you want, because in this space the features tend to be tiered into separate offerings.

Make Your Tools Hum: Deploy a Tag Management Solution

Samples: Adobe Tag Manager, Signal, Tealium, Google Tag Manager

As you improve your technology stack by getting a CMS, a CRM, and a marketing automation tool, your conversion tools are likely to get complicated as well.

Initially, you will likely just have a traffic monitoring tool like Adobe or Google Analytics. And then you’re going to want a tool that serves surveys on exit to get Voice of Customer (VoC) data. And then you’d want a split or multivariate testing tool to optimize key pages. And then you’d want more sophisticated tracking, including for actions like downloading files or playing and pausing videos.

Ten “and thens” later, your site’s code will start to look like soup, the template will start to feel unwieldy, and you’d be longing for something to manage it all.

That’s when you’ll know you’ve hit the need for a tag management tool. Essentially, a tag management tool will house the scripts used by your other tools so it’s the only one you’ll need, and it lets you fire things on demand to capture actions other than page loads.

Putting It All Together

Knowing which set of tools you need next is a pretty big part of the plan. If you understand which capabilities you have and which ones are in the pipeline, you’ll be much better off.

'Want to optimize your conversion funnel but don't know where to start? Find out how we can help you with conversion rate optimization

 

Recent Blog Posts:

Nudge Your E-Commerce Customers to Purchase with these Tips

Posted by Martin Greif | Comments

It’s common practice for e-commerce shoppers to add items to the cart with the intention of checking out later.

comments | Read the full post

Why Your General Conversion Rate Is Wrong

Posted by Alexander Svensson | Comments

What is the site’s conversion rate?

comments | Read the full post

Why You Need to Mix Quantitative and Qualitative to Get Reliable Data

Posted by Alexander Svensson | Comments

On its own, web analytics software is just a window to the past. A testing tool, on the other hand, does not track things downstream like customer lifetime value (CLTV).

comments | Read the full post

Forget Sliders: Here’s What Needs to Be Prominent on Your Home Page

Posted by Martin Greif | Comments

If you asked 10 companies why they have sliders despite studies from research firms saying they are horrible for usability, and conversion optimization firms like this site advising against their use, you’re likely to get a few common answers:

comments | Read the full post

Tim Ash to Keynote Aptos Engage 2016

Posted by Alexander Svensson | Comments

We like to think that we’re logical creatures. But we’re really not.

comments | Read the full post

5 Ideas to Boost Your Small E-Commerce Business Conversions

Posted by Robyn Benensohn | Comments

“If you build it, they will come.” Not.

comments | Read the full post

7 Ways to Optimize Your Form for Conversion

Posted by Martin Greif | Comments

Form conversion rate optimization goes beyond the form itself.

comments | Read the full post

Bounce Rate 101: Why You’re Using Bounce Rate Wrong (And How to Fix it)

Posted by Alexander Svensson | Comments

There are few metrics analysts obsess about more than the web site’s bounce rate.

comments | Read the full post

Building Landing Pages that Convert Better

Posted by SiteTuners | Comments

In all likelihood, Oli Gardner, Co-Founder of Unbounce, has seen more landing pages than you. (About 80,000 as of May last year.)

comments | Read the full post