In this episode we discuss: what should the marketing tech stack look like in 2024. We are joined by Mark Farnell, Head of Marketing Operations at DeepL.

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We chat about the following with Mark Farnell:

• How is AI impacting marketing operations?
• Where to start with building a marketing tech stack.
• Why it's important to consider the complexity and scalability of current platforms.
• Regularly reviewing and optimising the marketing tech stack is crucial for success. Use the first year or two to understand if a tool is a long-term solution before committing to a multi-year contract.
• What value does Intent data platforms provide?
• Why sales enablement is crucial for getting the most value out of marketing automation tools.
• The build vs. buy decision based on your current situation and long-term plans.

References

• https://www.linkedin.com/in/markfarnell/

Biography

A senior marketing operations leader with more than 12 years experience in marketing technology and process. I build and scale the platform and insight needed to understand and grow predictable pipeline.

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Summary

6:42 Introduction and Background

17:36 The Impact of AI on Marketing Operations

18:01 Challenges of AI in Marketing Content

19:02 The Value of AI in Marketing

20:26 Building a Comprehensive Marketing Tech Stack

23:26 Vendor Management and Tech Stack Optimisation

24:29 Introduction and the Importance of Long-Term Tool Evaluation

25:44 Essential Tools for a Startup's Series A Toolkit

34:39 Challenges and Value of Intent Data Platforms

35:08 The Build vs. Buy Decision

37:14 Importance of Clean Data and Data Research Approaches

39:14 Key Takeaway: The Importance of Data