Europe’s leading martech consultancy showcases how brands can future-proof against rising complexity and costs
Marketing representatives from leading global brands have gathered at a landmark event in Kew Gardens to learn about the latest innovations for sustainability in marketing. Clevertouch Marketing, Europe’s leading marketing technology (martech) consulting and service provider, hosted the event on ‘Sustainable Martech’.
A sustainable use of martech encourages marketing leaders and CMOs to embrace simplicity and technology integration over complexity and high marketing costs. At Clevertouch’s event, attended by marketing decision-makers from broadcast, enterprise technology, education, financial services, property and professional services sectors, experts discussed the importance of having a clear sustainable martech strategy and implementation roadmap.
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Keynote speaker Charlie Oakham, Digital Strategist and Certified Marketo Expert from leading software and digital transformation firm Kainos, explained how the company is developing tools such as a carbon calculator to help organisations reduce their carbon footprint and work towards their sustainability and carbon reduction goals. He also spoke about how marketers can take learnings from these tools and this mindset to look at the sustainability of some of the platforms they use.
Charlie Oakham said: “Sustainable Martech isn’t about doing less, but it’s about being more efficient with what you’ve have. Simple, streamlined strategies are the key to presenting a sustainable martech offering that delivers results. At Kainos we’ve worked with Clevertouch to create a carbon calculator that can measure the carbon impact of existing cloud infrastructure. And, as a result, we’ve been able to achieve some impressive carbon reduction stats for our customers. We’re taking that further by looking at our own marketing infrastructure, building a sustainable low carbon mindset to digital marketing, working with partners that can help us be more carbon efficient with the tools we already have.”
Clevertouch speakers Adam Sharp and Jamie Burrell outlined the link and steps between strategy and execution, explaining that sustainability in martech starts by having a defensible approach with a clear and defined vision.
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Jamie discussed how its enterprise-level clients are implementing and improving with an effective martech ‘spine’ methodology instead of a complicated ‘stack’ and applying live data to inform and enable agile business decisions using the company’s Martech Success Framework ©.
Adam Sharp, CEO at Clevertouch commented: “There are over 10,000 martech apps out there but on average, companies don’t use around 40% of the ones they have chosen. Sustainability equals simplicity. Now is the time to be setting a new and improved standard for using marketing technology instead of focusing purely on acquiring more. A more sustainable practice for choosing and using marketing technologies in this way allows marketing to become a profit centre, not a cost centre. Our aim is to ensure that CMOs achieve more with less, and this is particularly important as we all navigate shifting global events and the impact those events have on business. A more sustainable way of thinking about what martech can achieve is the only solution.”
In recent years, martech has been elevated to the top of many CMOs’ marketing agendas. As part of this prioritisation, more money has been spent on martech than on marketing headcount, according to Gartner. And the latest Clevertouch State of Martech report earlier in 2022, which surveyed over 600 marketing decision-makers in the EU, UK and USA, found that 90% of businesses prioritise tech spending over tech resources.
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