We’re back with our five-part series on modernizing your martech. We started our discussion with why now’s the time to upgrade your legacy technology, then covered how modern martech boosts customer lifetime value.
Now, in the third installment, we’re talking specifically about how today’s modern solutions can deliver marketing efficiency, reduce technical resource requirements, and increase team productivity.
In this blog post, we’ll walk through:
- Why we must architect marketing platforms for agility
- How to automate campaign optimization
- How to increase marketer productivity with AI
- How to enable marketers by reducing technical lift
- Real-world examples of brands that successfully scaled their efficiency
- Quantifying the impact of modern martech on campaign velocity
Want to skip ahead and save your team a ton of time and effort when building marketing campaigns? We have a brand-new tool that can help. Try out the Iterable Value Calculator to estimate your efficiency gains from reducing resource dependency and streamlining your workflows.
We Must Architect for Agility
Would you ever consider building a home without a blueprint? Of course not. The same is true when you’re designing a tech stack.
With real estate, modular construction is on the rise, as it allows homes to be built faster and more efficiently. Similarly, marketing and technical teams alike are seeking out modern tech stacks that use flexible and scalable architecture.
And the data proves this shift: 51% of marketers cite open APIs as the top priority in building their tech stack, and 80% of CIOs are tying performance metrics specifically to the adoption of scalable, sustainable tech architecture by 2027.
Agile solutions are inherently more efficient. But why is modern martech like Iterable uniquely positioned to help you scale efficiency?
Let’s walk through three value drivers.
1. Optimizing Campaign Efficiency
Nothing says inefficient like communications that frequently fall flat or yield no results from your customers. Brands can avoid hitting this plateau by reducing the type of batch-and-blast messaging that legacy solutions are known for in favor of personalized messages served at the right place and at the right time.
Targeted communications will always be more efficient and cost-effective than unnecessary, “duplicate” messages that lead to customer burnout. And with AI tools at your fingertips, like Iterable’s Frequency Optimization and Channel Optimization, your campaigns can automatically be sent at the most optimal time and channel for each individual user—reducing inefficiency of over-frequency without any hassle.
In fact, Iterable estimates that you can save 20% on marketing automation costs, simply by cutting down on the volume of batch campaigns your team creates.
2. Increasing Marketer Productivity
Because modern martech has AI-powered optimization built in, marketers now have full autonomy in their day-to-day tasks. They can work completely independently, using AI tools like Iterable’s Journey Assist and Copy Assist to make campaign automation and content generation a piece of cake.
This AI optimization streamlines production time by making it easy to come up with subject lines, new customer journeys, and more.
In the work we’ve done with Iterable customers, we see marketers save 37% of their time, on average, using our AI-powered platform. That’s over 14 hours in a given week—nearly two whole business days!
3. Reducing Technical Resources
The biggest hurdle standing in the way of scaling efficiency is a lack of data activation. Once you recognize the full value of your tech stack with modern solutions, marketers are empowered with direct access to customer data. This eliminates their reliance on engineering and technical resources for campaign operations.
For instance, Iterable’s Smart Ingest was co-developed with our partners at Hightouch to ingest data directly from data warehouses—no engineers required. With tools like this to enable seamless data activation, Iterable customers can save approximately 14% on technical resource costs.
The Benefits of Making the Switch
We understand that migrating platforms costs time and money in the short term; however, when you reduce your technical lift, teams gain much more time and resources back in the long run.
A modern martech stack consolidates data, streamlines workflows, and empowers teams to act autonomously with no code solutions, making them more efficient overall. And once the migration is complete, modern marketing platforms are more affordable since you’re paying less for storage, maintenance, licensing, and other line items that are commonly recognized across multiple point solutions vs. a single cross-channel platform.
Ultimately, by freeing up your resources and becoming more efficient, you can focus on other high-priority initiatives that will move the needle for your business.
Real-World Success Stories
They say time is money, and thanks to Iterable’s modern solutions, today’s leading brands are saving a whole lot of both.
Joybird Activates Data Faster With Less Downtime
E-commerce furniture company Joybird needed a more efficient way to activate data from customers, whether they’re shopping online or in a showroom. The team turned to Iterable for maximum flexibility, robust segmentation, and real-time data streaming.
With Iterable at the center of its new tech stack, Joybird reduced development by 93%, with the back-end engineering team no longer needing to build custom integrations to convert customer events into essential insights. The marketing team can now spin up new personalized campaigns in an hour rather than two weeks, saving 79 hours per campaign.
“We decided to take a big swing and swap out both our ESP and event tracking platforms at the same time, since we needed clean, structured data throughout the customer journey but also a modern ESP that could trigger those flows. We really couldn’t do one without the other!”
~ Brett Trani, Director of Analytics at Joybird
Melbourne Football Club Sees 40% Efficiency Gains With Smart Ingest
To reduce their reliance on technical teams, the marketing team at Melbourne Football Club, a historic team in the Australian Football League (AFL), turned to Iterable. They wanted to execute personalized campaigns faster, so they could make their supporters feel valued.
Iterable’s Smart Ingest solution allows Melbourne Football Club to access and utilize customer data directly from their data warehouse—without requiring reliance on engineering. This migration to Iterable saved the club 5 hours per week per person, a productivity improvement of up to 40%.
Freed from outdated, cumbersome processes, the marketing team can now focus on its core mission—actually marketing. The team is empowered to be more creative and explore innovative strategies to engage the club’s fans.
“With Iterable, new membership purchases are processed overnight, allowing us to send communications immediately after purchase versus having to wait several days with our previous solution.”
~ Jimmie Martin, IT Manager at Melbourne Football Club
Quantifying the Impact of Modern Martech
With its unparalleled automation and AI capabilities, Iterable’s intuitive platform was specifically built to accelerate campaign velocity and achieve greater personalization. This results in:
- Improved marketing efficiency overall
- Boosted marketer productivity
- Reduced reliance on technical resources
Ready to move faster with modern martech? Use the Iterable Value Calculator to quantify the impact of making the switch, and scaling your efficiency today.
It’s time to get your time and sanity back. Try out the Iterable Value Calculator and step into the new era of modern martech.
