As a Digital Marketer, you face a lot of challenges. Technologies follow each other in rapid succession, customers are demanding and spoiled, so it takes you more effort to attract, engage and retain customers. In addition, you work with a set of tools, your martech stack, to manage, automate, measure and optimize your marketing activities. But how do you set up your martech stack so that you make the most of the tools?
When setting up your martech stack, you are faced with an important decision: will you go for a “Best of breed” approach, a “Best of suite” approach, or a combination of both?
Best of breed: the power of specialization
A “Best of breed” approach means choosing the best tool for each specific marketing task. This means integrating several specialized software solutions to achieve your goals. There are several advantages to this approach:
In-depth functionality: With specialized tools, you get access to in-depth functionality for specific tasks. For example, you can use a powerful e-mail marketing platform optimized for segmentation and personalization.
Flexibility: You have the flexibility to choose tools that best fit your specific needs. This allows you to respond quickly to changes in your strategy.
Innovation: Specialized tools are often the pioneers in their field and can therefore implement the latest innovations and trends.
Best of suite: integration and simplicity
The “Best of suite” approach involves using an all-in-one platform that covers all marketing needs. Here are some benefits of this approach:
Seamless integration: All tools within the suite are designed to integrate seamlessly with each other. This ensures proper data sharing, giving you a 360-degree customer view.
Efficiency: One platform allows you to save time and resources because you don’t have to struggle with complex integrations. Mind you, you do need some in-house technical knowledge to keep the suite running.
Easy reporting: Data is collected in one place, making it easy to create reports and analysis.
The best approach: a smart combination
In most cases, there is no one-size-fits-all answer. A smart combination of “best of breed” and “best of suite” often yields the best results. Here’s how to tackle it:
Define strategy and use cases: When you describe how you want to achieve goals and what the exact needs are, you also know what requirements software or a platform must meet.
Identify priorities: Determine which marketing activities are most critical to your business and which specialized tools are appropriate for them.
Integration is key: Make sure the tools you choose can integrate seamlessly with each other. APIs and integration platforms are essential here.
Data-Driven Decisions: Use your martech stack to collect and analyze data. This data will help you make informed decisions and optimize your marketing campaigns.
Stay Flexible: The marketing landscape is constantly evolving. Stay flexible and adapt your martech stack as your business needs change.
Maximizing your martech stack is essential to running successful marketing campaigns. Whether you choose a “Best of breed,” “Best of suite” or a combination of both, the most important thing is to align your choices with your business goals and continually evaluate and optimize. And this easier said than done. We see in practice that the Best of breed approach does not always fit well with your other software or that managing a Best of suite is not as easy as it seems after all. To avoid unnecessary extra costs afterwards, it is wise to engage a marketing technology expert at the beginning of the process. Because a martech stack is really only a powerful tool if you set it up properly. You’ll find even more insights, tips and examples in this white paper on Best of breed vs Best of suite.