Why Businesses Should Stop Building Their Own MarTech Solutions

Welcome to Marketer’s Tech Toolkit, a weekly newsletter where I share practical tips, strategies and resources to help you understand MarTech and scale your marketing campaigns.

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In this week’s issue, we dive into a topic that’s becoming increasingly relevant for businesses navigating the fast-paced digital landscape: subscription-based MarTech solutions. As marketing technology and AI continues to evolve at a rapid pace, traditional software purchases and custom-built tools are becoming less practical. Instead, more businesses are turning to subscription models that offer flexibility, cost savings, and continuous access to the latest innovations. Here’s why this approach might be the smartest move for your marketing strategy.

At a glance

  • Why subscription-based MarTech is better than building your own
  • Benefits of subscription-based MarTech solutions
  • Actionable steps to implement subscription-based MarTech

Why Subscription-Based MarTech Is Better than Building Your Own

Businesses are benefiting from using subscription-based MarTech solutions to transform how they access and utilise technology to improve their marketing activities. Subscription-based MarTech solutions offer a flexible, cost-effective alternative to custom-built tools, aligning perfectly with the dynamic needs of modern businesses.

However, there are a number of CTOs who continue to pursue the idea of building their own MarTech solution, allocating a sizeable IT budget into relevant development work. As technology is rapidly improving, these custom built MarTech solutions are fast becoming obsolete, sometimes even before they go live. This is especially the case in the AI space where many startups are investing into building solutions that are geared towards solving some of the inefficiencies of ChatGPT. Each time OpenAI rolls out a new model, the solutions that some of these startups are working on become obsolete right away.

This is why I believe that if your business’s core business isn’t in MarTech, you are better off going with a subscription-based MarTech solution.

Benefits of Subscription-Based MarTech Solutions

Advantage #1: Lower Initial Investment

Unlike custom-built MarTech solutions that require a hefty upfront payment, subscription models spread costs over time. This approach makes it easier for businesses to manage their budgets and invest in high-quality tools without a substantial financial burden.

Advantage #2: Greater Flexibility to Scale

Subscription-based models offer unparalleled financial flexibility. Businesses can adjust their subscriptions based on their evolving needs and budgets, scaling up or down as required. This flexibility is particularly beneficial for growing businesses or those experiencing fluctuating demands.

Actionable Steps to Implement Subscription-Based MarTech

Step #1: Evaluate Your Needs

Start by assessing your current marketing technology requirements and future growth plans. Identify the features and functionalities that are essential for your business. This evaluation will help you choose the right subscription plan and avoid paying for unnecessary features.

Step #2: Research MarTech Providers

Conduct thorough research on leading MarTech providers. Look for platforms that offer the features you need, have a solid reputation, and provide excellent customer support. Read reviews, request demos, and compare pricing plans to find the best fit for your business.

Step #3: Plan for Scalability

As your business grows, your MarTech needs will evolve. Choose a subscription-based solution that can scale with you. Ensure that the platform you select allows for easy upgrades and integrates seamlessly with other tools you use. Planning for scalability will save you time and money in the long run.

That’s all for today

Subscription-based MarTech solutions offer a compelling alternative to traditional software and custom-built tools. With lower initial costs, financial flexibility, continuous access to the latest features, dedicated support, and effortless scalability, these solutions provide everything a business needs to stay competitive in today’s market.

For business leaders looking to optimise their marketing technology strategy, embracing subscription-based MarTech is a smart move. It not only future-proofs your operations but also ensures you’re always leveraging the best tools available, keeping you ahead of the curve.

Ready to take your marketing technology to the next level? Explore leading subscription-based MarTech platforms and consider starting a trial to experience the benefits firsthand. Connect with industry experts and existing users to gain insights and recommendations. Stay ahead in the rapidly evolving world of MarTech by making the switch today.

Thanks for reading. I hope you enjoyed today’s issue.

You can always contact me with your questions and we can chat. 

Have a great day!