• Linyan DUAN

MarTech Thoughts | Matin Khan



How has your approach to customer engagement/retention/loyalty changed due to new MarTech tools and solutions?

Yes. Absolutely the approach has been changed, and change is the nature of time/technology. Before I was only able to focus on a particular segment but now having all the info of my customers, I was able to customize the need of the customers accordingly and was able to make profit from it.


With all the new MarTech tools and solutions now available, what's one of the critical pitfalls to avoid in the procurement process?

Paperwork, that takes a huge amount of time and also very difficult to sync.


How have you best managed to integrate legacy systems with new MarTech solutions?

By hiring the highly skilled talent/training the existing ones (time consuming but good for the long-term road) who can handle the systems and are tech savvy. Today’s business systems are built with powerful informational architecture, rich navigation options, and strictly defined visual elements and style.


What MarTech vendors have impressed you with their solutions and understanding of exact business needs and challenges?

There are several vendors and trust me all the time each comes up with new technology and specific in domains, but I like Marketo, MailChimp, Terminus & Pardot.


How has your organisation/team dealt with the challenge of the marketing industry and wider digital world evolving at such a fast pace?

By being very specific with our product and delivering the message at the right place to the right consumer with the right price. Our in-house data science team help us build models which helps our marketing team plan accordingly.


Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why?

I feel both, awareness because not everyone knows about our product and speciality of the product we are delivering and engaging our customers with all the new bits we are launching and ensure we are retaining them.


What is your key takeaway piece of advice that you would give when speaking to others on how to evaluate and select a MarTech stack?

Things are changing the way the generation is growing, to be a market leader is to be consistent, make improvements time to time and educating your customers about your specialty and product so the key thing sits in your customers/visitors mind.


How did your MarTech journey begin? Please let us know your top 3 findings and discoveries.

As soon as we start growing, we came to know if we are to survive, we have to swim from the red ocean to blue ocean.

  1. Retaining & Engaging customers is one of the best ways to cut down your marketing cost

  2. Segmenting the visitors helps to increase the conversion rate

  3. Ensuring the funnel process is smoother, being short the best


For you and your team, which is currently recognised as the larger challenge - MarTech integration or MarTech strategy?

Holding up the MarTech Strategy we define, as sometimes we define something but, in the market, after sometime, something else is happening, so a proper defining of the strategy is one of the key challenges, we brainstorm on what will be our next 10-year goal.


Have you mainly chosen to adopt established MarTech or have you also looked into the emerging opportunities? Which?

Right now, MarTech is a booming sector, opportunities keep on coming but that again get mixed with MarTech, as MarTech is a very bigger term, I can't see anything going beyond that as of now.

Which MarTech brands have you found have / are close to best meeting your expectations when it comes to customer experience? Let us know of any brands which have exceeded expectations.

Adobe (complete package)

Saleforce

MailCHimp

Hootsuite

Zendesk

HotJar


What do you predict as being the top MarTech trends for 2020?

AI and Machine Learning will definitely boost as it looks for the wider picture.


Capturing the Micro moments and marketing accordingly, as by this, marketers can predict what's coming next.


Augmented reality marketing, it will help consumers to engage with brand and content and email personalization.


Browser Push Notifications still leading.

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