Did you know that 97% of marketers say they’d give up coffee for a year in exchange for a one-stop-shop martech solution?
OK, that stat is totally made up, and honestly, unthinkable. But here’s the real truth: simplicity can’t come at the expense of excellence. And creating relevant brand experiences that customers love often realizes on precision and personalization that one-size-fits-all platforms don’t have. That’s where specialized martech shines.
In part four of this series, we’ll explore real-world examples to see how Marigold’s specialized capabilities, from customer segmentation to dynamic personalization, combined with a flexible martech ecosystem create a compelling option for a streamlined stack that is also strategically diverse.
Just tuning into this series? Check out the previous installments for the full scoop on how to right-size your martech stack.
When it comes to creating truly impactful customer experiences, some marketing functions demand the depth and precision that only specialized tools can provide. Here’s where best-of-breed solutions, like those offered by Marigold, deliver unparalleled value:
Customer Segmentation and Personalized Messaging
A blanket approach to audience engagement simply doesn’t cut it anymore. Specialized tools excel at analyzing customer data to create targeted, personalized campaigns that deepen relationships. With Marigold, brands can expand audience reach, engage more effectively, and establish meaningful connections faster.
Leading education publisher Corwin leveraged Marigold’s AI-powered capabilities to optimize targeting and deliver perfectly-timed, personalized messages.
“Access to data across all channels is allowing us to learn more about our customers every day, so we can anticipate their needs, nurture them along their journey with personalized content, and help convert them faster to become qualified leads,” said Elena Nikitina, Vice President, Marketing and Channel Development, Corwin.
By embracing laser-focus on smart segmentation and multichannel journey orchestration, Corwin saw a 30% increase in opportunities and a 50% increase in opportunity-to-sale conversion.
Anticipating Customer Needs
Understanding your customers isn’t just about looking back—it’s about anticipating what’s next. Tools designed for predictive analytics and real-time personalization help brands empathize with their audience and respond with precision. Whether it’s recommending a product they’re likely to love or delivering an offer at just the right moment, these tools enable businesses to anticipate and exceed customer expectations.
Let’s face it: no one wants to feel like they’re being yelled at by a megaphone. That’s why relationship marketing – done right – is like a gentle nudge from a friend who knows just what you need
Think about a loyalty-driven business, such as a fitness subscription service, predicting when a customer might churn and proactively sending a personalized discount or workout plan to retain them. It’s not just about technology; it’s about building trust through action.
Mastering Multi-Channel Magic
Engaging customers with the right message at the right time, on the right channel, is easier said than done. That’s why specialized tools designed for cross-channel orchestration are indispensable. Marigold’s solutions enable brands to continually refine their channel strategy, ensuring every touchpoint adds value and drives results.
For instance, a travel company might use Marigold’s multi-channel marketing capabilities to guide a customer seamlessly from browsing vacation packages on their app to booking through a follow-up email featuring personalized travel itineraries.
It’s not just about being everywhere at once—it’s about meeting customers where they are, in ways that feel seamless and personal. Marigold helps marketers do just that, creating interactions that feel less like campaigns and more like conversations.
Building Relationships Beyond Transactions
Today’s customers want more than a product—they want a relationship. Specialized loyalty and engagement tools help brands incentivize and delight customers, turning one-time buyers into superfans. Whether through creative rewards, gamified experiences, or exclusive perks, these solutions nurture long-term relationships and mutual value.
Consider Great Wolf Resorts, who saw double-digit growth in repeat bookings thanks to their Marigold-powered loyalty program. Dave Van Saun, Vice President of CRM and Ancillary for Great Wolf Resorts, shared how their award-winning Voyagers Club has become a critical lever in revenue growth.
“It’s not just about earning points, but engaging with customers, learning who they are, and delivering tools that allow them to have the best experience possible. The implementation and growth of this program has helped our team make significant strides in customer acquisition and has served as a major contributor to increasing repeat rates.”
The beauty of specialized tools lies in their ability to elevate specific aspects of your marketing strategy. But maintaining a streamlined stack is still critical. The solution?
Ask yourself:
- Which functions are mission-critical to your strategy?
- Where can specialization provide measurable value, such as higher engagement or increased revenue?
A hybrid approach that integrates best-of-breed tools into a consolidated framework.
Learn more: Read part two of our series on martech consolidation to get detailed advice on how to audit and evaluate the solutions across your team.
When it comes to building (or rebuilding) your martech stack, remember this: every relationship needs a little personalization, and so does your tech. Whether you’re cultivating loyalty or delivering perfectly timed messages, the right tools make all the difference where it counts most.
At Marigold, we believe every customer interaction is a chance to grow something beautiful. So, prune where you must, but let your marketing garden bloom with the tools that deliver deeper connections and stronger loyalty. After all, a well-tended garden always stands out.
Talk to an expert: Discover how Marigold’s solutions combine the best of specialization and integration to make relationship marketing your superpower.