10 Essential Questions You Should Ask MarTech Vendors About Their
10 Essential Questions to Ask MarTech Vendors About Their Investment in AI
The rise of artificial intelligence (AI) is well underway, particularly for businesses and their marketing departments. Our recent survey found that:- Nearly 7 in 10 marketers believe that marketers leveraging AI will replace those that don’t.
- Almost two-thirds of marketers have incorporated generative AI in their marketing technology (MarTech) stack.
1. What Gaps in Our Strategy Does Your Technology Solve?
At the end of the day, you want to know how an AI MarTech can help your marketing team become more efficient, whether it be through better data tracking or generating more click-worthy content. Learning how software fulfills these gaps and saves your marketers time is one of the most important questions to get answered when selecting AI marketing software. It’s similar to asking an interviewee how their skills can impact the business and solve issues they’re facing. We recommend asking MarTech companies for case studies and success stories that showcase results to similar paint points you’re experiencing.2. How Does Your Technology Complement My Current Tech Stack?
When in conversations with MarTech sellers, you want to be upfront about your present tech stack and which technologies you’re using for what. Discuss their shortcomings and issues you face with them. You can then give the seller time to present a demo and explain how their MarTech differs from your current toolset and how it can complement it. Sometimes, you may be able to consolidate your efforts into a single solution or two, depending on the software’s offerings. Consolidating your tech stack often leads to cost savings and increased efficiency. We’ll touch more on consolidation later.3. How Does Your Technology and Its Data Integrate Into Existing Solutions?
Now that you’ve analyzed how a technology fits into your current tech stack, it’s important to look at data integration. With any MarTech, you want to consider how it integrates with your existing software and data. This holds especially true for AI MarTech because AI software relies heavily on large data sets. We recommend fostering open communication between your marketing team, IT department, and the MarTech vendor. Schedule meetings to discuss integration requirements, a data migration strategy, and potential challenges other clients have faced that you might as well. We suggest inquiring about the following:- API connections and integrations
- If they have existing software development kits (SDKs)
- How the tech handles structured and unstructured data
- Authentication methods
- Request a walk-through of their integration options and requirements