DECEMBER 2021CIOAPPLICATIONS.COM8IN MY ViewRAY GOMEZ, Head, Worldwide Digital Marketing - Channel & Content Strategy at, BDI'IN MY Viewve 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.I posit this to any marketing team: outside of your own tools and systems, where else might there be goldmines of marketing insights or data that can improve your ability to identify, target and tailor an experience that gets you in front of people at the right place and time.At Coyote, we may have a lean marketing team with a finite number of tools and platforms, but we serve a critical part of a larger revenue team. By aligning closely with sales and other business units, as well as prospects and current customers, we have been able to better understand how marketing plays a part in a much more integrated way from end-to-end. We've been successful by finding partners across the organization that help us uncover hidden data sets and insights that can be leveraged by marketing, without having to invest in new tools or platforms. Again, it's about making the most of what you've got ­ squeezing every ounce of value from your available resources.And let's talk about data. While the art of marketing, as I mentioned before, maybe more ephemeral, data is truly becoming crucial to understand and monitor intent, engagement, consumption, participation, satisfaction, adoption, and continued MINING FOR MARKETING INSIGHTS: MARTECH TOOLS AREN'T YOUR ONLY OPTIONRay Gomez
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