Is your complicated marketing technology ecosystem causing inefficiencies and escalating costs that negatively impact your ROI? In this article, we’re highlighting the transformative powers of consolidation, exploring how it can reduce costs, improve marketing efficiency, and enhance your entire martech ecosystem—ultimately leading to a better ROI.
The increasing complexity of martech stacks is a common challenge that many companies face, directly impacting their return on investment. Despite overlapping functionalities, organizations often find themselves burdened with fragmented marketing technologies that drain resources through high licensing fees and operational inefficiencies. Between high costs and wasted time, efforts to improve ROI are stalled. Consolidation presents a clear path to enhancing ROI by streamlining technologies, improving operational efficiency, reducing expenses, and boosting efficiency.
What is consolidation?
Consolidation refers to integrating various martech tools and platforms—such as content management systems (CMS), digital marketing tools, and analytics platforms—into a single, unified system. This approach ultimately improves your ROI by bringing together essential technologies and reducing the overall number of tools needed, enhancing efficiency and simplifying management.
6 ways consolidation can boost your ROI
1. Significant cost savings
Subscription fees, licensing costs, maintenance, and training expenses for multiple systems add up quickly. Through consolidation, you can simplify your tech stack to minimize hidden costs associated with managing multiple vendors and contracts and overlapping capabilities. Reducing the total cost of ownership for your ecosystem will help you see a direct impact on your bottom line. The financial transparency gained through consolidation also helps you achieve budgeting accuracy and a higher return on investment.
2. Streamlined operations and increased efficiency
A content management system with built-in digital marketing capabilities streamlines workflows, making it easier to deliver superior customer experiences (CX) and enhance your ROI. Consolidating tools ensures that you’re not duplicating efforts or paying for redundant features, improving both productivity and operational efficiency. With all essential marketing features—content management, email marketing, analytics, and more—in one place, you can supercharge your marketing team, empowering them to craft impactful campaigns that drive growth.
Using technology that centralizes content management across all your touchpoints not only maximizes efficiency and improves consistency, but boosts the ROI of each content item.
Built-in marketing automation tools bring further efficiencies enhancing the customer experience with tailored emails, thereby improving conversions, retention, and customer lifetime value.
3. Unified data insights for better decision-making
Consolidation centralizes your data, providing comprehensive, actionable insights. Unified analytics allows you to identify trends, optimize strategies, and measure success more effectively with real-time data across multiple touchpoints, helping your team see clearly what works and what doesn’t, and make data-driven decisions that have a positive impact on ROI.
4. Personalization for enhanced customer experiences
With all customer data located in one system, your team can create more targeted and relevant campaigns. They are able to segment customers based on preferences and behaviors and personalize their interactions, leading to more meaningful experiences, increased engagement, and higher conversion rates.
5. Improved security and compliance
Managing multiple tools increases the likelihood of security vulnerabilities and additional costs—which can be steep. According to IBM’s Cost of a Data Breach report, the average cost of a data breach globally exceeded four million USD in 2023. Of the companies that experienced security breaches, 40% stored data across a variety of environments, like cloud platforms, on-premise servers, and third-party tools used to manage or process this data.
By consolidating with a CMS that offers built-in digital marketing capabilities, you can more effectively protect sensitive customer data and comply with industry regulations—without the need to keep up with the security protocols for multiple martech tools. This action not only builds trust with your customers, but prevents the significant costs associated with security breaches.
6. Future-proof your system
As market trends shift and new technologies emerge, a flexible system adapts effortlessly without the need for a complete overhaul due to tools that are no longer compatible with your system. Through the power of APIs and seamless integration, your platform remains future-proof with a martech ecosystem able to quickly adapt to new advancements.
This approach protects your investment and ensures long-term ROI, keeping you competitive and ready to capitalize on new opportunities. Scalability ensures that your marketing efforts grow in sync with your business, ensuring continued success and a maximized ROI for years to come.
Choosing the right unified CMS platform
Consolidation does more than just reduce expenses—it revolutionizes operations, empowers your team, and positions your organization for sustained and scalable growth.
Selecting the right unified CMS that integrates content management, digital marketing, and analytics into a single platform is crucial for reducing the complexity of multichannel management and maximizing your return on investment.
A consolidated platform like Xperience by Kentico significantly boosts ROI through enhanced efficiency and cost savings by eliminating the need for multiple tools, reducing licensing fees, and lowering operational expenses.
Designed with marketers in mind, its centralized content management capabilities empower teams to work more autonomously to execute multichannel campaigns more effectively.
Comprehensive analytics enable data-driven decision-making and targeted personalized experiences through built-in marketing automation, which enhances customer engagement and retention.
Scalable and future-proof, Xperience by Kentico equips organizations to maximize marketing effectiveness and achieve a higher return on investment.
Maximize your ROI through martech consolidation
By unifying your martech stack with a CMS offering built-in digital marketing, like Xperience by Kentico, you'll streamline processes, eliminate redundancies, and empower your team to achieve better results. This strategic move will help you achieve your return on investment goals faster and revolutionize your marketing operations.
Time to rethink your ROI strategy? Consolidation is the key.
Download our ebook, Consolidation Unlocked, and discover how unifying your marketing technology will help you reach your target ROI.
