As a marketer, do you often feel that you spend more time wrangling marketing technology than actually doing your job? That may be due to the overwhelming number of technology choices available to marketers now — a number that seems to be growing by the day. Scott Brinker’s yearly marketing technology graphic this year included 5,831 solutions — up from 3,874 last year and 1,800 in 2015. Most marketers are using some combination of any of those 5,000+ solutions to accomplish their goals — sometimes as many as 20 to 50 of them.
Those complicated tech stacks make it difficult for marketers to provide the winning customer experiences they want to create, because to provide such experiences, you have to truly know your customers. And to do that, you have to collect and interpret a lot of data about each individual. You have to synthesize the data to understand what it is really saying about that individual. And, very importantly, you have to act on the data – in real time – to provide that individual with a great, relevant experience across multiple channels.
Trying to accomplish all of this while dealing with 20+ tools can be a massive headache. At best, it results in disjointed experiences, as various siloed technologies collect and act on separate information in different places — often with 24 to 48 hour delays. At worst, it results in a complete lack of personalization, as marketers become frustrated with their technology and turn their attention to something else.
In contrast, Evergage is a true platform that can take the place of many of these solutions for both B2B and B2C marketers. In this blog post, I will elaborate on which point solutions Evergage can replace in your tech stack.
B2B marketers often use a variety of technologies to personalize interactions across channels. Typically, their goal is to provide relevant information to each person to drive them further down the funnel, often by delivering relevant messages, CTAs, content, etc. to each visitor.
With account-based marketing (ABM) picking up steam in B2B marketing, many B2B marketers are incorporating firmographic data into their personalization and ABM initiatives. Many seek out a vendor specifically to provide this data — the most common vendor we see is Demandbase.
Most B2B marketers want to ensure that their site’s design, messaging, content, etc. are all making the right impact on their visitors. They often use A/B testing to test out different ideas to find the best options. Many use Optimizely to accomplish this.
Then, of course, there are all the other personalized tactics B2B marketers can take advantage of. Content recommendations across their site. Personalized search. Emails personalized at open time. Basic rule-based personalization. These capabilities are spread out among many different vendors, if they exist at all.
And where does all the data that paints a picture of each individual reside? Some marketers integrate their customer data from different systems into a separate solution, a customer data platform (CDP). Others keep the data separate in all those different solutions.
There has to be a better way.
B2C marketers are typically further along in their execution of a personalization strategy, so they can often be found using even more technologies than their B2B counterparts. They are usually focused on improving engagement on their sites, facilitating product discovery, driving conversions and growing loyalty.
Pop-up messages timed upon a visitor’s exiting the site are a common tactic across B2B and B2C sites. Many marketers opt to use a separate solution to target these messages appropriately — the most common one is BounceX.
For their A/B testing and basic targeting efforts, B2C marketers sometimes use Monetate or Maxymiser.
For e-commerce marketers specifically, many use RichRelevance or Certona for product recommendations, one of at least 30 different solutions for cart abandonment campaigns, and a commerce solution for their merchandising analytics. Triggered emails are often poorly delivered by the marketers’ email provider.
Meanwhile, mobile app personalization is typically built in-house or sometimes with Localytics.
There has to be a better way.
Why use so many disparate solutions when you can use a single platform that performs all these functions and more – and is more effective? Evergage is a real-time personalization platform that allows you to understand individuals and accounts, respond to them in real time, and then analyze and attribute the results of your efforts. It is a robust customer data platform that collects and interprets in-depth behavioral data, can take in data from other systems, and pass data back to those systems. It can affect experiences across channels. And it can replace all the technologies I have mentioned in this article.
Why is that important for you? With Evergage, you have one unified profile on each customer across channels and across all types of personalization. With all of these point solutions, you have many different views of the customer, no unified insight, no way to address the customer holistically, and you must coordinate your campaigns across all of these solutions. Evergage provides greater relevance, better customer experiences and optimized conversion rates.
When you use many different tools, the amount of work you have to put in increases exponentially in ways you might not expect. You need to work with account managers and/or customer success personnel from multiple different companies, which often includes regular email exchanges and meetings. You need to work out which members of your team will have access to each of these technologies, train them, and coordinate accounts for each of them. You have to regularly work out contract renewals for each of them, and the costs – when added together – are 3 or 4x the price of a single platform. It’s no wonder that only a third of marketers feel confident that they have the tools they need for personalization. In contrast, Evergage provides unified power, simplicity and cost-effectiveness for the business user.
Getting Started, One Step at a Time
You can start with Evergage focused on one use case (testing, targeting, recommendations, customer analytics, etc.) or one channel (web, email, mobile, in-app, etc). You don’t have to use the whole platform at once. Why waste your time with point solutions? When you are in the market for a personalization solution, think about your needs right now, and then think about what your needs might be in the long term. Choose a platform that can address all of them so that you can avoid the headaches involved with stitching them all together over time.
Learn more about how Evergage can help you replace your point solutions by requesting a demo today.