Customer Data & Analytics Blog

A wealth of innovative martech tools are available today

Janet Wagner | 2 minute read

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If you’re in marketing, you are probably familiar with Scott Brinker’s annual Marketing Technology Landscape Supergraphic. For those of you who are not familiar- Scott Brinker is the Editor at chiefmartec.com and VP Platform Ecosystem at HubSpot. He created and published the first Marketing Technology Landscape infographic on chiefmartec.com in 2011, and it included roughly 150 company logos.

Fast forward to 2018, and Brinker’s Marketing Technology Landscape Supergraphic charts 6,829
marketing technology solutions. That’s right, marketers today have more than 6,800 martech solutions to choose from, and they run the gamut- from advertising, content, and social to commerce, sales, and data.

Today, we thought we would take a look at some of the types of martech solutions available.

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Infographic Credit: ChiefMartec.com

Business/customer intelligence and data science

When it comes to solutions listed in the business/customer intelligence and data science category,
analytics is one of the most common features. Solutions are available for numerous types of analytics e.g. embedded, descriptive, predictive, prescriptive, and diagnostic. Some of the solutions in this space feature location analytics. And a few platforms listed in this category, like Zylotech, feature sophisticated self-learning algorithms for embedded analytics. These self-learning algorithms, along with Zylotech’s domain-specific feature engineering, enable cognitive insights and recommendations which can be incorporated into existing BI platforms and martech solutions.

Some of the companies in this space provide platforms for automating analytics processes and tools for self-service analytics for marketers. Businesses can leverage analytics to understand customer behavior, predict and prevent churn, up-sell and cross-sell product recommendations, and so much more. You may have to implement several solutions to enable all the types of analytics you would need for your business – an advantage of self-learning is that it activates insight through most tools on-demand.

Sales automation, enablement, and intelligence

Many of the solutions listed in this category feature intelligence capabilities. However, analytics is
typically not a primary feature. Most of these solutions are designed to automate and optimize sales
processes so that sales teams are enabled to sell more products at a faster pace. Among the capabilities and features that many of these solutions include are qualifying leads, organizing and managing sales content, email templates, and automated prospecting. Hundreds of sales automation, enablement, and intelligence solutions are available today, which is not surprising since sales and marketing are closely associated.

Mobile marketing

According to the Pew Research Center, 77% of U.S. adults own a smartphone. The rapid adoption of
smartphones in the U.S. and around the world means that mobile marketing is big business. So,
marketers can find solutions for a wide variety of mobile marketing use cases.

Many mobile marketing solutions feature communications capabilities such as web and mobile
push notifications, SMS text messaging, and email notifications. Effective communication is crucial when it comes to engaging consumers. Some of the solutions allow companies to engage mobile customers through rewards programs. For example, a business would offer to pay for a customer’s mobile app data when that customer views a specific promotional video or downloads the company’s mobile app.

So many options

When you see how many martech solutions are available today, it can be overwhelming. But at the
same time having so many options available is exciting- the ways in which to reach customers across all channels are boundless.

As long as you’re reaching out to customers with relevance then you’ll be on the right path for creating successful campaigns for retention marketing, cross-selling/upselling, and customer engagement.

Janet Wagner is a Zylotech contributing writer.

If you liked this post, check out our other blog post on why marketing executives should care about AI.

Topics: Marketing Technology