One word that describes how most marketing teams are using their martech stacks today

Most marketing teams are underutilizing their martech stacks today. Greg Kihlström, principal of The Agile Brand, shares how applying agile principles can maximize the value of existing marketing technology investments. He advocates for fully leveraging platform capabilities rather than using minimal features across multiple tools, which reduces integration costs and improves data accessibility. Kihlström emphasizes the importance of continuous improvement and regularly questioning current processes to right-size technology stacks for optimal performance. Show Notes Connect With:Greg Kihlström: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical life span of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Greg Kilstrom, the Principal of the Agile Brand and the host of the Agile Brand Podcast, which helps marketing leaders implement agile approaches to marketing technology. And today Greg is going to explain how you can apply agile principles to get more value from your martech stack. All right, let's move on to our next question. Give me one word that describes how marketing teams are using their martech stacks today.

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  Yeah, I think you hit on it earlier, but underutilized. I work with a lot of very large organizations that have one of everything and they use this thing for this small feature and this other thing over here that does all of it for this other feature. So simply using more of a single product gives a lot of benefits. I mean, cost notwithstanding, using a platform to the best that it can possibly be used just gives you more access to the data from that platform. It lowers integration costs and all those kinds of things.

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  Are there agile principles that help you essentially right-size your stack?

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  Not specifically. I think there is, as you said earlier, that just that continuous improvement kind of mindset of just always thinking of what can we do better? And sometimes better is using more or less, using fewer or more platforms or things like that. So I think that mindset of kind of always questioning and trying to do better would most apply.

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  All right. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Greg Kelstrom, the Principal at the Agile Brand and the host of the Agile Brand Podcast. If you'd like to get in touch with Greg, you can find a link to his LinkedIn profile in our show notes, or you could visit martechpod.com. Of course, you could visit his company's website, which is theagilebrand.com. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app and we'll be back in your feed or on YouTube next week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.