Does Martech Within Your Stack Speak To Each Other?

Lays Bammesberger, Senior Account Executive, Meltwater, South Africa and Nomsa Makgabenyana, CEO and Founder of Seriti Insights participated in a panel discussion about maximising ROI with the right marketing stack at Vibe Market Fest’s South Africa edition.

Consider the fate of the brand Blackberry. It didn’t listen to its customers requesting a phone without keyboards and a bigger display. The brand believed in its own market share and that it was the way to sales growth. But the other providers listened; they released models that were more aligned with what customers wanted.

Lays Bammesberger, Senior Account Executive, Meltwater, South Africa cited this example in a panel discussion about maximising ROI with the right marketing stack. She was joined by Nomsa Makgabenyana, CEO and Founder of Seriti Insights and moderator Yolande D’Mello, Editor, Martechvibe.

The panellists spoke at length about the critical nature of every brand’s Martech stack and the measurement tools that it requires. “Every business invests in technology, and there is no other way to look at business growth. We want to make sure that the combination of tools adds to the bottom line of what it was intended to do,” said Makgabenyana.

According to Bammesberger, the market is currently saturated, and brands need specific tools for every process. For instance, lead generation demands good CRM to track leads and conversion rates, and we need email automation for client nurturing. “It is vital that you not only focus on correct tools for correct tasks, but ensure the tools can speak to each other. That’s the biggest challenge that marketers have today. It requires a lot of research, insights, and knowledge sharing for your stack to speak to each other.”

Makgabenyana adds, “We care about customer sentiment and breaking down language barriers to predict the customer sentiment around the brand.”

Looking at data as it is will probably not lead to the desired results. So, what is the role of analytics and predictive modelling as a function to measure ROI? Does it make it easier? Makgabenyana sees it as a spectrum and believes that when investments include predictive insight, data cleaning and processing by ML, it will get the desired results.

Both speakers agree that for any business to maximise ROI and increase their digital marketing maturity, staying agile is crucial, along with research in tools, metrics, and measurements. Moreover, Makgabenyana advises business leaders to create space for talent so that they can try out new things, and Bammesberger asks marketers to spend time asking the right questions to find the perfect Martech stack.