A new year means new opportunities and lots of growing expectations for marketers. The industry is constantly changing and it’s changing quickly, requiring a new or at least improved breed of marketer to emerge. Marketers are looking to manage dozens of channels and capture quality leads at a low cost. Their success relies heavily on the tools they use, and according to chiefmartec.com findings from 2016, there are over 3,800 SaaS tools for marketers to choose from. They vary greatly in their capabilities, specialties, and price.
So, how does a marketer stay up to date on this colorful parade of tools? That’s where the full-stack marketer saves the day.
What is a full-stack marketer?
Savvy marketers have been embracing a more omni-channel and omni-tool approach for their marketing strategy. They don’t need to simply be experts in social media, content marketing, UX, SEO, PPC, analytics, or marketing strategy, they must be an expert in all of the above and fathom how to integrate the right tools with these channels. Full-stack marketers master a large range of marketing disciplines and are constantly growing and adapting with the industry as a whole. They’re strategically honing in on the right tools to grow on the right channels to ultimately drive prospects through the marketing funnel.
Here’s an example of how Uptown Treehouse has customized the marketing funnel to a more full-stack approach to produce the most effective results for our clients:
Key areas to focus on
1.) Account-Based Marketing
The one-size-fits-all approach is dead. Account-based marketing focuses your messages and campaigns towards specific individuals and their needs. This personalized approach is tool-based and delivers targeted content and CTAs to leads based on their previous interactions with your company and its channels. Users take a unique journey from brand awareness to buying, with assistance from tools like Marketo. It prioritizes qualified leads, which allows you to avoid wasting your marketing budget on a wider, less-qualified audience.
2.) Data Platforms
The only way to grow and improve your marketing strategies is through data. Without data, marketing is a complete guessing game. Data platforms help to map out the customer’s journey through the funnel and enables you to better personalize their experience across platforms. Tools such as customer data platforms, data management platforms, and tag management systems are all vital to recognizing and optimizing your customer’s buying process. Shout-out to our Put Big Data to Work blog post!
As a marketer, if you can attribute your success to a specific campaign, tool, or channel, you can better focus your strategy and balance your budget. Attribution involves identifying at what point the lead was turned into a sale, whether it was during the first interaction, the last, or somewhere in between. This information is provided through SaaS tools and can be incredibly valuable for both marketing and sales teams alike. With the growth of artificial intelligence and the threats it brings to standard marketing jobs, it’s crucial to have a firm grasp on a wide range of marketing disciplines and cultivate a deep understanding of the many tools behind their success. It’s the comprehension and expertise of these tools that AI can’t replace. Take that, robots! Score one point for humans. These skills will quickly differentiate the leaders from the followers. A thorough proficiency in these 3 tools and tactics will help you improve as a full-stack marketer and keep you one step ahead of the competition.
Along with these tactics, you’d be wise to also work with an open-minded and malleable approach as the industry grows. Continue learning and educating yourself on the newest, most effective tools, how they work within the key marketing channels, and how they drive leads through the funnel. As we move forward, it’s the mastery of these tools and an omni-channel approach that will separate the good from the exceptional. Which one would you rather be?
Share your thoughts on full-stack marketing in the comments below! We love talking shop.