APRIL -2022MARTECHOUTLOOK.COM8IN MY OPINIONI've attended enough marketing meet-ups and conferences to know that most marketers will at some point admit their technology stack is a bit of a mess. They might regale you with wide-eyed hope that while they're getting by with tool X, tool Y is in the budget for next year and it will make all their efforts real, concrete, and give them that elusive return on investment (ROI). And they live happily ever after.However, for most, this fairy tale is not real. I've yet to meet a marketer who has found the holy grail of a fully integrated and all-powerful marketing tech stack. But don't worry. In response to the person above, the rest of us nod and smile, reticent to share our mutual experiences with failed budget approvals, implementations, and a mess of manual data manipulation.The reality is that marketing will always be complex, regardless of what tools or platforms exist. While there are slick and avant-garde tools that I'm eager to demo, my career has taught me that there's no such thing as a silver bullet for us marketers. The reason for that is: marketing is always evolving, because people are always evolving, and as much as marketing is a science, there is a requisite art, humanity and empathy in the practice that will forever be hard to quantify in the recipe of a successful marketing campaign, program, strategy, team, or organization. But the good news is: that means marketers have to do what they do best ­ focus on what they've got and make the most of it.By Justin Thompson, Director of Marketing Lifecycle at Coyote Logistics MARTECH TOOLS AREN'T YOUR ONLY OPTIONMINING FOR MARKETING INSIGHTS:
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