As your marketing stack grows, so does the complexity in connecting all the dots. Integration between systems becomes a bigger pain point for marketers with each new addition to the technology stack. All the great technology that was once a marketing evolution has become a knotted and confusing puzzle. For most marketers, it seems like finding their way through the Marketing stack requires cracking some sort of secret code…only being able to integrate everything is a code that hasn’t been cracked yet.
Marketers have had a hard time harnessing the power of their marketing stack, even when they have all the pieces. Some of the problems that marketers contend with are:
- Too many data points to manage
- Loss of marketing autonomy
- Cost of housing all that data
Even costly Master Data Management and Data Warehousing solutions haven’t solved the root problems. Furthermore, despite certain claims, there just isn’t an all-in-one solution for the integration problem, nor will there be anytime soon.
Fitting the Puzzle Pieces Together
As the marketing stack inevitably continues to grow, marketers need better flexibility and control of the data flowing through it. This is where Cross-Stack Segmentation comes into play. As opposed to the mysterious and often hard to understand back-end processes of a traditional integration, Cross-Stack Segmentation simply overlays many marketing stack applications – allowing marketers to take full control of the data being passed through them.
Cross-Stack Segmentation acts as an abstraction layer that enables marketers to pull a segment of contacts from one application and move it directly into any other application that is connected – and do it by themselves. This resolves many of the challenges inherent in traditional integrations:
- Removes Application Ownership Issues – Cross-Stack Segmentation bridges the platforms together, so marketing can pull any contact-related data they need from the CRM and easily move it directly into their marketing automation platform, even if the system they pull from is owned by another organization.
- Avoids the Expensive Price of Housing Data –Because Cross-Stack Segmentation gives marketers the ability to house the data in one spot and move what segments are needed, where they are needed, when they are needed, the organization can avoid the expense of having to continuously house the same contact in multiple systems.
- Set up is Simple – Unlike traditional integrations that require complex back-end processes and IT setup, Cross-Stack Segmentation lets marketers quickly and easily get up and running. Since it is not meant to provide automation, marketers choose the applications they would like to connect, and just like that, they have complete control of their contact data.
Learn more about the benefits of Cross-Stack Segmentation: Check out the white paper “Simplify Your Marketing Stack – How Cross-Stack Segmentation is Changing the Game”