Critical martech elements to manage in 2020

In 2019 many marketing budgets go down to 11%. It is the first drop in a half-decade, however, at least 60% of CMO will probably recover. Nowadays, about one-third of all marketing is spent on martech. 

For many marketers, the great amount of martech solutions has asserted their great frustration for purchasing. Each day more and more tools appear, however, some essential tools play a great role in the modern market. Among them: 

Content and experience

  • What such platforms are capable of: personalization, interactive content, performance testing, email marketing,  content marketing, video marketing, marketing resource management, SEO, web experience, digital asset management, and CMS. 
  • How you can use such platforms:  They can get a great amount of content to push interactions on many platforms, devices, and networks your target audience is using. Many marketers will be searching for certain content tools to make altering and creation of content less time-devouring and more impactful in 2020. Moreover, they will be searching for video tools that can not only make better videos but also improve their search online. 
  • In 2020 you should pay attention to: 

Are you maximizing your investment in every content publication?

 How are you checking client satisfaction  and how do you assess the value of interaction with them? 

What are useful insights to use for better and smarter content planning? 

Advertising and promotion

  • What such tools are capable of: display and programmatic, native ads in content, print advertising, mobile marketing, social PPC, PR, video advertising, etc.
  • How you can use such tools: nowadays, marketers are quite scrupulous in their marketing campaigns, and utilizing the proper tools can offer stronger and customized offers and messages.  We will go on with exploring the information on customer experience through various decision making and research. Making use of ads to push a certain audience to check is not very popular as many customers ask for the development of advertising experience on many landing pages or other possible destinations. 
  • In 2020 you should pay attention to: 

Do your tools work with honest, real-time data to do strong targeting decisions?

Are you realizing the promising of every ad on your click-through asset? 

Are your advertising campaigns revolve around attracting traffic to a certain point of sale and does not interact with your brand? 

Social and relationships

  • What such tools are capable of: call analytics and management, online meetings, advocacy and loyalty, customer experience, account-based marketing, events and webinars, social media monitoring and marketing, conversational marketing, customer relationship management.
  • How you can use such tools:  No customer enjoys being sold to. Customers are searching for companies for entertainment, advice, education, engagement, and support on every stage of the purchasing journey. Companies can form these relationships and build advocated with strong AI tools that make sure to track every opportunity. 
  • In 2020 you should pay attention to: 

As soon as you start communication with consumers, does the level of interaction and experience help resolve the requests from your customers? 

Do you have certain technology to answer customers’ questions smartly all the time, whatever device or platform they are using?

Are you missing certain opportunities to communicate with clients because of the inability to see opportunities at scale and in real-time? 

Commerce and sales

  • What such platforms are capable of: channel marketing,  sales automation, e-commerce, proximity and IoT marketing, affiliate marketing, partner, and local marketing. 
  • How you can use such platforms: Here you can notice great improvements on precision and scalability thanks to Artificial Intelligence. It is impossible to do sales improvement and personalization on a certain scale without the help of martech. Considering the amount of data that goes to sales and commerce tools and how strongly they influence the customer experience, it can be problematic to change once you are invested. 
  • In 2020 you should pay attention to:  

Are you efficiently maximizing the value of each customer and interaction with them through your brand? 

Can you define where and why exactly you are losing clients throughout the purchasing process and can you fix it?

Where could chosen technology help optimize your upselling, cross-selling, and suggestive selling whether in-store or online? 

Data and analytics

  • What such platforms and tools are capable of: data enhancement, mobile and web analytics, business intelligence, cloud integration, data management platforms, customer data platforms, performance and attribution, data visualization, customer intelligence, tag management, compliance, and privacy. 
  • How you can use such platforms and tools:  It is possible that you are already utilizing several kinds of tools to control your data, however, are you using them correctly? According to a report from Forspha and ClickZ, data complexity is one of the biggest issues for marketers these days. Even though the common respondent was using about 6-7 platforms to get information, approximately 66% did not believe that it provided the correct attribution of the campaigns. 
  • In 2020 you should pay attention to:

Which stakeholders in your company can profit from the data insights?

How can you communicate with those stakeholders and push them for redistribution of a needed budget to provide good funding for the data solutions? 

Do your team members who are responsible for utilizing your martech have according to knowledge and experience to use it?


  • What such platforms are capable of:  management of the product, collaboration, lean and agile processes, talent, budgeting and finance, projects and workflow, and vendor analysis. 
  • How you can use such platforms: You have moved from regular automation to a smart one. Management tools not just lessen manual labor in the routine task but also can help your marketers to optimize various workflows and processes, work more productively, and make a great decision from simple budgeting to loyalty programs and sales.  
  • In 2020 you should pay attention to:

Could the workflow and process improvement you are noticing in the usage of your martech create similar results in different areas of your brand? 

Are you offering team members proper training to not only operate these tools but also maximize their results? 

Are you paying attention to your employees’ experience with the tools and making good use of their comments to optimize processes? 


As you can see, these tools seem to be fully discovered and still they surprise day after day. Thus, always try to update your and your team’s knowledge and experience so that you can get the best results from martech elements in your campaigns in 2020. 

Good luck!