Newsletter | December 8, 2021

12.08.21 -- Does Your MarTech Stack Look Like A Jenga Tower About To Collapse?

  In This Issue:  



Does your MarTech stack look like a Jenga tower about to collapse?


Maybe your part of a large organization that is an enterprise customer for a comprehensive MarTech suite with all the support that comes with it. But most of us have built our marketing technology stack piece-by-piece over time, adding and removing parts as our needs evolved.


When was the last time you inspected the structural integrity of your stack? If it’s been a while, or you never have, this issue of our newsletter offers some advice on how to begin.


Additionally, we have two articles from Abby Sorensen, our editor at large, delving into buyer behavioral analytics and what you will need to be an effective content marketer by thinking like a publisher.


If you never want to miss an edition of our newsletter and you haven’t signed up yet, you can do that here: send me the Follow Your Buyer newsletter each week!


Be careful, no sudden moves, you can contact me at   


Thanks for reading - Perry


Perry Rearick

Chief Editor | Follow Your Buyer


  Exclusive Content From Follow Your Buyer  
Is It Time To Defrag Your MarTech Stack?

At any point on a typical day, at least a dozen applications are open my computer. Adopting each one came only after careful consideration, but each was primarily evaluated on its own merits and its ability to integrate with other applications received less attention.


Over time it became fragmented and my MarTech stack looked more like a Jenga tower on the verge of collapse. If your experience is similar, it might be time to defragment your suite of marketing technology tools. 

Imagining An Ideal Application Of Behavioral Analytics In B2B Marketing

Marketers have a blind spot when it comes to differentiating interest vs. intent, but there is a way to expand the view into the buyer’s journey.

So You Want To Be Your Own Publisher…

It’s a time consuming, resource-intensive endeavor to build, maintain, and grow a high-quality audience of B2B buyers, and that’s why being your own publisher is harder than you might think. In fact, it's typically THE hardest part of content marketing.

  B2B Marketing Around The Web  
Though Marketers Wanted To Save On Cost, Better Features Drove 2021 Technology Replacements

In the 2019 MarTech Replacement Survey we saw a mix of homegrown, legacy solutions and commercial solutions being replaced. But in 2021 we saw a big shift. This year when we launched this survey to help us understand how the pandemic has affected  marketing technology purchases, we found more than half the respondents reported moving from one commercial platform to another. On the other hand, around 30% did move from a commercial or an existing homegrown solution to another homegrown solution — so IT and DevOps teams that manage these platforms still have a role to play.


But at a time when budgets were tightened, it wasn’t primarily cost that drove these decisions. Whether homegrown or commercial applications were being replaced, features trumped cost. In each case, more than 50% said the replacement was driven by better features, although around 41% did cite cost as the reason for migrating solutions. Over 70% were replacing a solution that had been in place between one and five years. The peak period for replacement (3 to 5 years) remained the same as in our 2019 survey.

New Research: 96% Of Marketers Implemented Marketing Automation Platforms In 2021; Renewed Focus On Operational Efficiency

A good B2B marketer knows that their marketing automation platform (MAP) is only as effective as the people operating it, and organizations are continuing to pivot their MAP implementation to reach their full potential. Research from Demand Spring showed that 96% of marketers have implemented MAP technology over the last year, and that 36% are taking six to 12 months to operationalize their solutions for daily marketing efforts.


The "Marketing Automation Platforms Insights" report provides insights into MAP implementation in 2021, focusing on how B2B marketers are using the solutions to enhance their daily departmental operations and scale their marketing strategies for new channels. The research also explores the most common implementations of MAPs, and organizations’ increased focus on learning how the platforms work and factor into their marketing initiatives.