Martech combines marketing and technology to achieve marketing goals in a digital landscape where consumer behavior is increasingly dependent on tech. Chief Marketing Officers (CMOs) play a vital role in leading digital transformation and spending more on technology, which necessitates alignment with CIOs. Building an effective martech stack involves setting marketing goals, starting with basic tools, identifying problems to solve, and evaluating potential solutions.

1. THE PROBLEM WITH MARTECH
FABIAN DELHAXHE
Head of Digital Strategy & Transformation

2. MarTech is the blending of marketing and
technology. Virtually anyone involved with
digital marketing is dealing with martech,
since digital by its very nature is
technologically-based. The term “martech”
especially applies to major initiatives, efforts
and tools that harness technology to
achieve marketing goals and objectives.
WHAT IS MARTECH?

3. WHY YOU NEED MARTECH

4. Source: The New Digital Devide, Whitebook Deloitte 4/2014
BY 2021
90% OF ALL CONSUMER ACTIONS
WILL BE SUPPORTED BY DIGITAL.

5. Source: Google & Milward Brown Digital Study, 2014
89% OF B2B BUYERS USE THE INTERNET AND
42% OF THEM USE A MOBILE DEVICE DURING
THE B2B PURCHASING PROCESS.

6. WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
WE CHECK OUR SMARTPHONE
MORE THAN 150 TIMES A DAY
…

7. IN SHORT, BEHAVIOURS HAVE CHANGED

8. AND NEEDS TOO!

9. CUSTOMER EXPERIENCE DIGITAL BUSINESS TECHNOLOGY DATA-DRIVEN
MARKETING
The CMO is responsible for the
design & the management of the
CX across all (digital) channels.
In most cases, the CMO now
leads the organisation’s digital
transformation resulting in
business model innovation.
The CMO is about to spend
more in technology than the CIO
and an alignment is mandatory.
The CMO must decide,
automate and provide
personalisation based on data
analytics.

10. BUILDING YOUR MARKETING TECHNOLOGY STACK IS A MUST!

11. WHAT IS A MARTECH STACK?

12. A Marketing Technology
Stack is the consistent set
of technologies used by a
marketing department to
support its processes and
achieve efficiently its
business goals.

13. BUT THE MARTECH LANDSCAPE IS LARGE
AND IS JUST GETTING LARGER...

18. YOU ARE NOT A MARKETING TECHNOLOGIST
SO, THE PROBLEM/QUESTION IS
“HOW TO NAVIGATE THROUGH THIS OCEAN OF MARTECH?”

19. HERE ARE
TO BUILD YOUR
MARTECH STACK
4 TIPS

20. 1. SET YOUR MOST IMPORTANT MARKETING GOALS
WHAT DO YOU WAN TO ACHIEVE?

21. 2. START WITH THE BASICS
CRM
CMS

22. 3. KNOW THE PROBLEMS YOU WANT TO SOLVE
WHAT ARE THE PROCESSES
YOU ARE TRYING TO SUPPORT?

23. 4. EVALUATE POSSIBLE SOLUTIONS
FREE TRIAL?

24. 24
OUR MARKETING TECHNOLOGISTS CAN HELP YOU…
SELECT
We recommend the
solutions that fit your
budget, needs and
environment best.
IMPLEMENT
We integrate all your
marketing technologies into
a consistent stack.
USE
We design processes and
coach your staff to make the
most out of your
investments.

25. NEED HELP TO BUILD YOUR MARTECH STACK?
GET IN TOUCH NOW!
WWW.AFELIO.BE