MarTech Integrations: The Key to Getting More out of Your Marketing Technology Stack Blog Feature

By: Le'Mina McNair on April 20th, 2022

MarTech Integrations: The Key to Getting More out of Your Marketing Technology Stack

marketing technology

Creative teams and marketers leverage numerous technologies to create content and perform other marketing activities. However, having numerous unconnected technologies and systems can become a logistical nightmare when teams are working on numerous or large projects. Strategic integrations can be the key to retaining efficiency and getting the most out of your marketing technology stack.

Among marketers and creative teams that are faced with MarTech stacks that are not integrated, 75% agree that it actually makes their work more complicated, requiring more time for execution and leaving less time for thoughtful strategy. On the other hand, multi-setup collaborative teams with strategic MarTech integrations have the flexibility to spend 70% of their time on testing and strategy and the remaining 30% on creation and execution. Let’s explore the modern marketing technology landscape and the value of strategic integrations and connecting technologies for creative teams.

The Landscape of Marketing Technology

Marketing technology is continuously evolving with new features and capabilities to streamline processes across creative teams. Some of the most common tools within a creative team technology stack include: 

  • Project Management System (PMS)
  • Content Creation and Production Tools (Adobe suite, etc.)
  • Digital, Product, and Media Asset Management (DAM, MAM, PAM) and Enterprise Content Management (ECM)
  • Content Management System (CMS)
  • Customer Relationship Management (CRM)
  • Social Media Management
  • Data and Analytics Tools

Even with all these tools in their arsenals, only 9% of marketers and creative teams utilize the full extent of their MarTech stack. By not taking advantage of the full breadth of their marketing technology, teams waste resources, money, and potential. Without integrations, marketing software often has untapped potential, resulting in teams paying for elements of their technology that is never actually used. In addition, some technology may have time-saving features but are negated by the energy wasted migrating tasks, projects, and files from one platform to another. Strategic marketing technology integrations empower teams to employ every feature in their tech stack as they work seamlessly from one platform to another.

The Power of MarTech Integrations

The purpose of MarTech integrations is to empower every platform within your technology stack to communicate with one another. The average marketing team uses between 20 and 29 MarTech tools; what is the benefit of having the highest quality marketing tools if they don’t work together to support your overall strategy and creation? 

What marketing technology integrations are available?

There is a wide range of marketing technology integrations that can help marketers and creative teams better utilize every solution in their tech stacks. For example, when working with IO Integration partners, teams can integrate their Adobe technology with MediaValet, a cloud-based digital asset management system, to merge logos and other files with the content editing software used to create them. Other examples include:

  • Integrating a PMS with a DAM creates more streamlined access from projects directly into the files your team needs
  • Integrating a DAM with content creation or editing software allows teams to easily pull files into the workspace
  • Integrating analytics tools with a CMS, CRM, or social media management provides accurate and continuous collecting and analyzing of relevant data

What are the benefits of integrating technologies?

The benefits of MarTech integrations reach every area of the creative process. Fully integrating your MarTech stack can streamline internal and external communication; improve speed and efficiency; organize files, messages, and projects, and optimize marketing techniques with relevant and comprehensive analytics. In fact, organizations that leverage the right marketing integrations improve their delivery speed by 78%. Also, marketing leaders are 1.3 times as likely as mainstream marketers to say that data and analytics define how they integrate data and related technologies. 

With this in mind, it’s also important to remember that performing marketing technology integrations can be a very complicated process. To avoid unnecessarily complex and costly MarTech stacks, integrations need to be fulfilled strategically and by experienced marketing technology professionals. 

What teams benefit from MarTech integrations?

MarTech integrations offer benefits to every team within your creative and marketing operations. Some examples of teams positively impacted by marketing technology integrations include:

  • Project Management: Gain better insight into workflows and workload to prevent bottlenecks and team burnout
  • Design: Achieve a more streamlined connection between projects, workspaces, and assets
  • Content: Create a seamless bridge between content projects and publishing via your CMS
  • SEO/Paid Media: Access more relevant and comprehensive data and analytics to continuously improve processes and strategies

Level Up Your Marketing Technology Integrations Now

When choosing to move forward with MarTech integrations, it can be challenging to know where to start. In fact, 52% of marketers say MarTech stack integration is the most challenging barrier to harnessing marketing technology trends. It’s crucial to speak with members of every team to understand all pain points that could be alleviated by streamlined integrations. Examine all current workflows, processes, and technology, as well as external touchpoints that may be impacted by marketing technology outside your organization. Creating this framework of the existing setup will help both internal teams and external professionals assess opportunities for improvement with integrations.

As creative teams continuously develop their marketing technology stacks, it’s important to consider the integrations that can unlock the full extent of its power. Even the most sophisticated teams, however, can struggle to determine exactly which integrations are right for their team and their organization. The experts at IO Integration can work with your team to help implement marketing technology integrations for your business needs. To learn more, speak to an expert at IO Integration today.