Welcome to the new age of marketing tech—the era of distributed platforms, microservices, and modularization.
The number of available solutions has grown rapidly over the past several years, and marketing channels have been multiplying faster than marketers can keep up. Last year alone, the number of marketing-tech offerings—everything from all-in-one solutions to individual best-of-breed platforms—increased 40%.
The number of products on the market indicates that most of them aren't suites incorporating multiple solutions but, rather, point solutions designed to fill individual needs.
As companies grow and evolve, their needs also evolve. As a result, marketers are now relying less on bundled enterprise suites and more on homegrown stacks composed of best-of-breed solutions.
But it's not always clear what's to be done. Marketers need a way to weave all of their solutions together and make the most of their tools without a ton of work on the back end. And it's no surprise that best-of-breed solutions are superior only when they can work in lockstep as if they were an all-in-one solution.
That brings us to one of marketers' biggest challenges: choosing the right solutions.
For marketers faced with the daunting prospect of building out their own flexible marketing stack, there are steps they can take to make the process much less of a headache.
When choosing solutions, don't overlook integrations