Matangiro Anogona Kukunda Zvakajairwa Kushambadzira Tekinoroji Matambudziko

Martech Stack Zvirongwa uye Budget Mazano ekutanga

Izwi rokuti "kutanga" rinofadza mumaziso evakawanda. Inomutsa mifananidzo yevanoisa mari vanoda kwazvo vachidzingirira mazano emamiriyoni emadhora, nzvimbo dzehofisi dzakashongedzwa, uye kukura kusingagumi.

Asi tekinoroji nyanzvi dzinoziva chokwadi chisina kunaka chiri kumashure kwekufungidzira kwekutanga: kungowana nzvimbo mumusika chikomo chikuru chekukwira.

At GetApp, tinobatsira vanotanga uye mamwe mabhizinesi kuwana software yavanoda kuti vakure uye vasvike zvinangwa zvavo zuva rega rega, uye takadzidza zvinhu zvishoma nezve bhizinesi kukura matambudziko uye mhinduro munzira. 

Kuti tibatsire vanotanga kunyanya, isu nguva pfupi yadarika takabatana navo Kutanga Grind - nharaunda huru yepasirese yekutanga pamhepo - kufumura vatungamiriri vekutanga 'anonyanya kudzvanya tekinoroji matambudziko. Matambudziko atainzwa kazhinji kubva kuvatungamiriri ava aivaka kuvepo kunoshanda online uye kutsvaga software inogadzirisa matambudziko akaonekwa.

Saka sekutanga uine zviwanikwa zvishoma, unoonekwa sei pamhepo uchitsvaga tekinoroji chaiyo, zvese pasina kutambisa zviwanikwa zvakakosha?

Mhinduro ndeyekuvaka inoshanda yekushambadzira tekinoroji (martech) stack, uye pa GetApp tinoda kukubatsira kuita izvozvo chaizvo. Heano matipi angu matatu ekukubatsira iwe kutarisira uye kukunda zvakajairika martech matambudziko. 

Zano 1: Unoda kuti Martech yako ishande? Iwe vanoda kuva nehurongwa panzvimbo

Pakutaura nevatungamiriri vekutanga, takazviona anenge 70%1 vari kutotora mukana wemartech zvishandiso. Uyo asingaiti zvisina kufanira haana maturo; inopfuura hafu yevashandisi vasiri-martech vari kuwana rubatsiro rwekushambadzira kubva kune kunze kwekushambadzira agency.

Asi chirongwa chavo chemutambo ndechei?

Patakabvunza vanotanga vachishandisa maturusi emartech kana vaine hurongwa uye varikutevera, vanopfuura makumi mana muzana vakati vari kungozviwisira.

Ichi chipingamupinyi chikuru pakuwana inoshanda martech stack. GetApp's kutanga ongororo yakawana izvozvo kutanga pasina hurongwa hwemartech kanopfuura kana kana mukana wekutaura tekinoroji yavo yekushambadzira haizadzise zvinangwa zvebhizinesi ravo.

Tinoda kukubatsira iwe kuzadzisa zvinangwa zvebhizinesi rako, uye ongororo yedu mhedzisiro inopenda yakajeka nzira yekusvika ikoko: Ita hurongwa hwemartech uye unamatire kwairi.

Inotevera nhanho: Unganidza timu yekuronga yevamiriri kubva kusangano rako rese, wozoronga musangano wekutanga kuti uone kuti ndeapi maturusi matsva aunoda pamwe nenguva yekuzviita. Sanganisira nhanho muchirongwa chako chekugara uchiongorora maturusi ekushambadzira aripo kuti uone kuti achiri kukubatsira kuzadzisa zvinangwa zvebhizinesi. Govera hurongwa hwako nevose vanobatanidzwa, uye ongorora uye gadzirisa sezvinodiwa.

Zano 2: Chokwadi, maturusi eMartech anogona kukurira, asi pane nzira yekubudirira uye kubatanidzwa kwakagadziridzwa kwakakosha.

Kushambadzira software kunogona kuve nesimba rinoshamisa mumaoko echikwata chine ruzivo, asi huwandu hwezvinhu uye kugona kunouya neazvino. kushambadzira tekinoroji inogona zvakare kunetsa kune vashandisi vatsva.

Vatungamiriri vekutanga vatakataura navo vakataura zvakawanda zvezvisina kushandiswa uye zvinopindirana uye vakataura nezve kuomarara kwese kwezvishandiso zvemartech semamwe ematambudziko avo epamusoro emartech.

Kune rimwe divi, mabhenefiti ezvishandiso izvi akakodzera matambudziko. Ava vatungamiriri vekutanga vakanyora vakanatsiridza kubatanidzwa kwevatengi, kunyatso tarisisa, uye inoshanda kushambadzira mishandirapamwe semabhenefiti matatu epamusoro eiyo martech stack.

Saka, unganakidzwa sei nemabhenefiti ehunyanzvi hwako hwekushambadzira uku uchidzikisa kushushikana uye zvipingamupinyi zvekuremerwa kwezvinhu? Semutungamiri wekambani yetekinoroji, ndinogona kukuudza kuti martech stack audit inzvimbo yakanaka yekutanga.

Kumwe kudzidziswa kwekuwedzera kwevashandisi vekupedzisira kunogona zvakare kuenda kure kure nekudzikisira maturusi ako emartech. Uye a chirongwa chakakodzera martech inofanira kukubatsira kubvisa dzimwe dzenyaya idzi papfuura nekusarudza maturusi akaoma kunzwisisa pakutanga.

Vatungamiri vekutanga vatakaongorora vakapawo imwe mhinduro yekuti vari kupindura sei kune aya martech matambudziko. Kuziva kwavo-kwakavakirwa ruzivo kunogona kukubatsira iwe kugadzira yako yekupindura chirongwa, kana iwe ukasangana nematambudziko akafanana:

kunatsiridza martech kushanda zvakanaka

Inotevera nhanho: Unganidza zvinyorwa zvemaitiro ehunyanzvi hwekushambadzira tekinoroji yako (ingave yakagadzirwa mumba kana yakapihwa nemutengesi wako) uye ugogovana nevashandisi vese vekupedzisira. Rongedza nguva dzese dzekudzidzisa (zvese anotungamirwa nevashandi uye mutengesi-akapihwa) uye sarudza vashandisi vepamusoro kugadzirisa uye kutungamira maworkshop. Gadzira chiteshi pane chako chekubatana chishandiso apo vashandisi vanogona kubvunza mibvunzo uye kuwana rubatsiro nematurusi ako emartech.

Zano rechitatu: Kana iwe uchida kubudirira, isa parutivi inokwana makumi maviri neshanu muzana yebhajeti rako rekushambadzira reMartech investment.

Paunenge uchironga yako martech zano, zvakakosha kuti uone bhajeti rechokwadi uye kunamatira kwairi. Nepo kuderedza mari yemartech kuchengetedza bhajeti kunogona kuyedza, kusvetuka kunogona kuisa bhizinesi rako idzva panjodzi yekudonha kumashure nekudzika. Ichi ndicho chikonzero kuenzanisa nevezera rako kuchigona kubatsira.

Funga kuti 65% yekutanga yatakanzwa kubva iyo inoshandisa inopfuura chikamu chechina chebhajeti ravo rekushambadzira pamartech vakati stack yavo iri kusangana nezvinangwa zvebhizinesi, nepo isingasviki hafu (46%) yeavo vanoshandisa isingasviki makumi maviri neshanu muzana vanogona kuita zvakafanana. kudai.

13% chete yevakapindura vedu vanopedza zvinopfuura makumi mana muzana ebhajeti ravo pamartech. Zvichienderana neruzivo urwu, kupa kumwe kuri pakati pe40% ne25% yebhajeti rako rekushambadzira kune martech inzira ine musoro, maererano nevezera rebenchmarking.

Mabhajeti ekutanga anogona kusiyanisa zvakanyanya zvichienderana nehukuru hwebhizinesi, asi heino diki data reongororo pane izvo vezera rako vari kunyanya kushandisa pamartech: 

  • 45% yekutanga inoshandisa $ 1,001 - $ 10,000 / mwedzi 
  • <20% yekutanga inoshandisa $10,000+/mwedzi 
  • 38% yekutanga inoshandisa isingasviki $ 1,000 / mwedzi 
  • 56% yevatangi vekutanga vanoshuma vachishandisa imwe nzira yemahara yekushambadzira software / yemahara yekushambadzira chishandiso

kutanga martech bhajeti

Kutaura chokwadi, denda reCCIDID-19 rakanganisa mabhajeti muzvikamu zvese. Asi takaona kuti kunyangwe zvakadaro, 63% yevatungamiriri vekutanga vakawedzera mari yavo yemartech mugore rapfuura. Vasingasviki zvishanu muzana vakadzikisa bhajeti ravo remartech panguva imwe chete iyoyo.

Inotevera nhanho: Mushure mekugadzirisa bhajeti yako, edza zvishoma zvishandiso zvemahara / miedzo yemahara kuona izvo zvinoshanda zvakanaka kuchikwata chako. Uri kunetseka kuti ndeapi maturusi emartech ekutanga nawo? Ongororo yedu yakaratidza kuti kuyedzwa kweA/B, webhu analytics, uye CRM software yaive maturusi akanyanya kubatsira pakubatsira kutanga kusvika pazvinangwa zvavo zvekushambadzira.

Download GetApp's Kuvaka Iyo Yakakosha Martech Stack yeKutanga Gwaro

4 Matanho Ekugadzirisa Yako Martech Stack

Sekutanga, kungosvika kwakakosha kuita chinhu chikuru, uye chirongwa chine ruzha chekushambadzira uye inoshanda martech stack yakakosha kuti usvike ikoko. Heino nhanho ina chirongwa chekutora zano rakagovaniswa pano kure newe:

  1. Ita chirongwa cheMartech: Unganidza timu yako, sarudza kuti ndeapi maturusi aunoda, gadzira hurongwa hwekuita uye nguva, uye govana nesangano rako. Dzokorora nguva dzose uye gadzirisa sezvinodiwa.
  2. Isa timu yako kuti ibudirire: Ipa timu yako zvinyorwa zvemaitiro, maturusi ekubatana, uye vashandi- uye vatengesi-vanotungamirwa kudzidziswa kuti uvabatsire kushandisa yako martech stack zvinobudirira sezvinobvira.
  3. Ita bhajeti rechokwadi uye namatira pairi: Kana iwe uri kushandisa zvakanyanya isingasviki makumi maviri neshanu muzana ekushambadzira kwako bhajeti pane tekinoroji, uri panjodzi yekudonha kumashure kwevakwikwidzi vako. Rangarira kuti zvakangonakawo kuisa maturusi emahara mune yako martech stack chero achingoshanda.
  4. Ongorora yako martech stack: Nguva nenguva (kanenge kaviri pagore) ongorora yako martech stack uye poll vashandisi kuti uve nechokwadi chekuti maturusi ako achiri kubatsira kuzadzisa zvirongwa zvako zvekushambadzira. Bvisa zvishandiso zvisina kushandiswa uye batanidza izvo zvine anopindirana maficha. Edza zvishandiso zvitsva (uchishandisa miedzo yemahara pazvinogoneka) kugadzirisa zvisina kuzadziswa zvinodiwa.

Zvakanakisa zverombo, isu tiri midzi iwe. Asi isu tinovimba tinogona kuita zvinopfuura kungokufadza iwe uri padivi. Isu takagadzira akati wandei emahara maturusi uye masevhisi ekukubatsira iwe kuzadzisa zvinangwa zvako zvekutanga, kusanganisira zvedu AppFinder chishandiso uye vedu Category Vatungamiri maererano ne zvinopfuura miriyoni imwe yakasimbiswa mushandisi wongororo.

Vatarise, uye tizivise kana paine zvimwe zvatingaite kuti tikubatsirei munzira.

Methodology

1GetApp's 2021 Marketing Technology Survey yakaitwa Kukadzi 18-25, 2021 pakati pe238 vakapindura kuti vadzidze zvakawanda nezve mashandisirwo ezvigadzirwa zvehunyanzvi hwekushambadzira nekutanga. Vakapindura vakatariswa zvinzvimbo zvehutungamiriri pakutanga mune zvehutano, masevhisi eIT, kushambadzira/CRM, retail/eCommerce, software/web development, kana AI/ML.

GetAppMubvunzo wehunyanzvi hwekushambadzira tekinoroji waisanganisira ese anotevera sarudzo (dzakanyorwa pano mukutevedzana kwehuremu hwezvibodzwa): A/B kana multivariate bvunzo, web analytics, mutengi hukama manejimendi (CRM), multi-touch attribution, social media. kushambadzira, kushambadzira zvemukati chikuva, nharembozha yekushambadzira, maturusi ekuvaka webhusaiti, mutengi data chikuva (CDP), kutsvaga kushambadzira (SEO/SEM), personalization chikuva, mvumo uye zvido zvekutungamira, kushambadzira otomatiki software, ongororo/mutengi ruzivo chikuva, content management system. (CMS). multichannel marketing platform, email marketing platform, online video advertising, mushandi advocacy maturusi.