How Many Marketing Technology Platforms Do You REALLY Need?

In today’s digital marketing landscape, countless marketing technology platforms and tools vie for your attention. With so many options, it’s easy to fall into the trap of “more is better.” But before agreeing to multi-year agreements, consider how many platforms you really need. (Spoiler alert: it depends) Here’s a guide to help you find the sweet spot between functionality and unnecessary complexity:

One Platform To Rule Them All

The idea of a single platform handling all your marketing needs – loyalty, email, sms, etc. –  is undeniably appealing.  These all-in-one solutions offer a one-stop shop for managing campaigns.

Here are reasons why this works:

• Convenience: No one wakes in the morning and states, “I can’t wait to two-factor authenticate today!” Having only one platform to log in to is a blessing when in the weeds of campaign management.
• Seamless Integration: Cross-referencing customer data for dynamic content or journey triggers is more seamless than custom integrations. The number of points of potential failure is decreased, increasing the ever-elusive “peace of mind” many seek. There are platforms that have already created integrations, though.
• Learning Curve: With one platform to learn, you can generally decrease the amount of training required to manage campaigns. However, some enterprise platforms require various skill sets within the same platform, so this is not always a guarantee.

Putting all your faith into one platform has some downfalls as well:

• Limited Features: Often, all-in-one platforms offer a basic level of functionality for each marketing channel. You might be left wanting if you require advanced features for specific areas like triggered automation or dynamic segmentation.
• Scalability Concerns: These platforms might struggle to handle the demands of a growing business with increasingly complex marketing needs. It is important to have your business growth plan handy when considering platforms.
• Cost: That’s right–you could pay more over time with a single-platform strategy. To hold on to the dream of singularity, there may be hidden costs, expensive upgrades, or a greater reliance on skilled service to manage.

Combining Powers: The Case for Specialization

While all-in-one solutions offer convenience and simplicity, consider the benefits of combining best-in-class platforms with the one thing they do best.

Here are the reasons why this approach works:

• Deeper Functionality: Dedicated platforms explore specific marketing channels more deeply, offering a wider range of advanced features and analytics. In some cases their business model is built around NOT doing more than their core competency.
• Best-in-Market Integrations: Many specialized platforms integrate seamlessly, allowing you to build a customized MarTech stack that caters to your needs. As noted many have pre-built integration tools between top platforms already built.
• Scalability for Growth: Specialized platforms are often designed to handle the demands of growing businesses, ensuring they can adapt as your marketing efforts evolve. This is key and could end up being the most costly decision if the wrong platform(s) are chosen.

And why it does not:

• Too Much To Manage: Even if you’re a team of one, two, or even twenty, managing multiple platforms can still be a challenge. Between access rights, the aforementioned 2FA, data risks, and expenses, it can be a lot.
• Compatibility Over Time: While the Best-in-Market integrations are fantastic, they are only so when they work. As with any cloud service, you’re at the mercy of the developer. And customer API integrations are like another platform on top of the ones that do the work.
• Cost: Yes, that’s right. Cost is a negative for both approaches. With multiple platforms, you may have to pay for features you don’t need, hire additional skilled workers, and/or pay for those necessary integration tools. It can add up fast if you don’t have the budget to support it.

Finding the Right Fit: It’s All About Your Needs

There’s no one-size-fits-all answer to the number of marketing platforms you need. Don’t rest on your laurels because more than one platform is too much for your brain to process. But also, don’t get caught in the trap of collecting marketing platforms like your great aunt collects creepy dolls that stare into your soul.  Instead, focus on building a MarTech stack that caters to your specific needs, not just the teams’ wants and desires (AI cannot do everything, folks–you still have to work).

Here’s how to assess your requirements:

• Marketing Goals: Clearly define your goals—brand awareness, lead generation, and customer growth—which will guide your platform selection.
• Start with the Core: Identify your business’s essential marketing channels (e.g., email marketing, SMS, push, etc.). Research dedicated platforms that excel in those areas, as well as ones that support all.
• Team Size and Expertise: A small team might benefit from a more user-friendly all-in-one solution. A larger team with dedicated marketing specialists can leverage the power of specialized platforms.
• Budget: Marketing platforms can be expensive. Consider your budget and prioritize features essential for achieving your marketing goals.
• Integrate Intelligently: Ensure your chosen platforms integrate seamlessly to streamline workflows and create a unified view of your marketing data.
• Measure and Adapt: Continuously track the performance of your MarTech stack. Be willing to swap out platforms or add new ones as your marketing needs evolve.

Focus On Achieving Goals

Simplicity is key, but simplicity doesn’t always mean singular. Do what is best for your business, team, and customers.  By focusing on the right platforms and maximizing their potential, you can create a powerful marketing engine that drives results without overwhelming your team or budget.

Response Labs loves to audit MarTech stacks and help Clients migrate environments. It’s true. Give us a shout, and let us help you find the best mix for your brand or business.

Cover image: © Shutter2U / Adobe Stock

Some content for this article was supplied by AI.