Walking in the Shoes of a Digital Marketer in Big Enterprises

If you’ve seen one big corporate, you’ve seen them all

Imagine landing in the headquarters of a billion-dollar+ company. Amidst the corporate hustle and accompanying bla-bla, you’d find yourself on a mission to decipher their MarTech-stack. Would you expect a spaghetti-bowl of unknown software? 

Not quite. 

The digital marketing toolkit of these corporate giants tends to be surprisingly consistent.

What’s in Their Toolkit?

In large enterprises, so say above an ARR of $1 billion or more, digital marketing technology isn’t just a collection of tools picked by random people as their personal necessity; it’s an empire of its own. 

Complete with teams discussing discounts for the packages, legal triple-checking the data going into it and more.

Here’s what you most logically will encounter:

Source: Adobe.com Marketo automation flow example

• Marketing Automation: Tools like HubSpot or Marketo (Adobe) are perhaps the backbone of any big company’s marketing strategy. These tools handle lead generation, scoring, and nurturing — essentially doing the heavy lifting to convert prospects into customers. A lot of this can also be done at a simpler, less budget intense way. Contact me if you need help.

Example of Bloomreach headless CMS backend

• Content Management Systems (CMS): Platforms such as WordPress or Bloomreach (used this myself at GrandVision) manage the extensive content footprints of these giants. Content is king, but without the right CMS, it could easily spiral into chaos. Imagine every who creates content having access to the server of the site,… bound to crash sometime.

Source: Segment.com Illustration of tracking a customer over multiple platforms.

• Customer Data Platforms (CDP): Enterprises employ CDPs like Twilio Segment or Salesforce to organize and utilize customer data. They provide a unified customer view across various touchpoints.

• Digital Experience Platforms (DXP): Adobe Experience Manager might come into play, offering personalized interactions across web, mobile, social, and in-store channels.

• Email Marketing Platforms: Solutions such as Salesforce and Eloqua (Oracle) ensure communication is timely, personalized, and engaging.

• Digital Asset Management Platforms (DAM): Tools like Bynder become a centralized place to store the correct, latest, and legally still allowed to use assets. See this one as the security guard to your brand image.

• Less Techy, but all the Visual Tools: Marketing is nothing without visuals and UX, so that’s where Adobe again becomes a main provider of tools with Creative Cloud (Photoshop, Illustrator, AfterEffects, etc.), and often certain team may also lean heavily on tools like Figma & Sketch.

Understanding Their Common Needs

In these organizations, moving pieces and countless teams require seamless communication and integration. The technologies need to be robust enough to cater to global operations, yet flexible enough for regional (opco) customization.

Given the complexity and scale of operations, what challenges might these teams face?

Why the Struggle is Real

Digital marketing never without its roadblocks. Big corporate is about as light-footed and agile as a blue whale in a toy store, but nevertheless they do their best to work around some common issues like:

• Data Silos and Integration: Despite having the best tools, data can often remain confined within silos if not properly integrated. You want to provide proper and easy access though, also to prevent this risk from happening: everyone making copies and local data variations on their own systems. A golden record focus is your lifeline here.

• Rapid Technological Evolution: Keeping up with the pace of change is daunting. Proper due diligence into future use is essential here. Once a platform is implemented and connected it becomes a Mt. Everest climb to change it again.

• Customer Expectations: Personalization is key, yet delivering on this promise consistently can be a mammoth of a task, even in places with budgets that seem to reach the sky.

Educating for Success

Educating teams on the strategic use of these tools could lead to streamlined operations. Consider these strategies:

• Encourage Cross-Training: Foster a shared understanding by cross-training teams on various platforms. This not only maximizes resource use but also enhances flexibility.

• Routine Audit and Feedback: Regularly audit your stack to ensure that every tool serves a purpose, and gather feedback from users to refine processes.

• Leverage Vendor Support: Most tech vendors offer excellent support and training. Utilize these resources to stay ahead. Make sure to do proper onboarding with them for all tools. Nothing wastes budget easier than thinking “we’ll figure it out”. You won’t or take too long.

Stimulating Engagement with AI

Artificial Intelligence (AI) is starting to act as the catalyst for transforming mundane martech operations into smart strategies. AI-powered analytics can be game-changing, offering insights into customer behavior and predicting trends. If leveraged smartly, companies can engage customers on a deeper, more personal level.

However, be cautious with AI. It’s not the magic solution to all marketing challenges. Intelligent use means avoiding dependency and integrating human insight and creativity.

Transition to Action

Now, it’s time to move from insight to action. Here’s what you can do:

• Evaluate Your Stack: Regular assessment of which technologies boost or hinder ROI can prevent waste.

• Optimize for Integration: Look for tools that integrate seamlessly to reduce silos.

• Focus on Scalability: Ensure your tools can grow with your enterprise.

A good approach to digital marketing technology isn’t just about having the best tools, it’s about using them smartly to get the best solution to your overall problem. In the end, technology should serve strategy, not the other way around.

What martech tools do you think are must-haves? Are there any that seem overrated? Share your thoughts in the comments below!