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Optimize Your MarTech Stack
Before trying AI, check the tech you have
Breathless articles promise how new Artificial Intelligence tools will revolutionize everything from hyperpersonalized content to predictive analytics and campaign optimization. But integrating AI’s potential into your professional workflow can be daunting. Worse, if done wrong, it’s wasteful and expensive.
You might have too much already
While it’s tempting to leap right in and try out dozens of these exciting new AI tech options, don’t. That’s putting your AI cart way before your tech horse. It won’t work. And could waste a lot of money.
The best first step before purchasing any new tech should be to audit and assess your existing martech stack to make sure it’s well aligned to your corporate needs. This strategic, cost-effective step inevitably saves money by reducing redundant capabilities and focusing on integrating only the tech tools most aligned to your specific needs. Why pay for more tech than your organization needs?
A martech stack audit reveals issues and provides a road map to optimizing your future tech investments.
We know AI
We created an AI task force, assigning our Director of AI and Emerging Technology along with a cross-functional team of experts in digital, data, and analytics to evaluate new AI platforms and how to best implement them safely and ethically. We avoided early adoption of any AI offerings, instead choosing to research each one’s strengths and weaknesses in depth. As fast followers, we could thoroughly explore where and when to use which of these new tools to best speed processes, improve outcomes and avoid risk.
We’ve found that most martech platforms fall into six core categories with 49 total subcategories, and we are fluent in all of them. Since we are not financially aligned with any of them, we can provide an agnostic analysis of your martech stack based solely on your unique needs.
We can be your martech sommelier
With over 14,000 martech platforms and even more AI applications emerging every month, it’s easy to get lost. If your organization wants to explore how to integrate some powerful new AI tools into your workstreams safely and efficiently, talk to us. As informed platform-agnostic technologists, we can create a plan tailored to your specific needs and existing tech stack.
Investing in this critical first step will set your company up for more efficiency and less redundancies. We can also recommend particular AI tools suited to both your tech stack and your needs, not just the technologies’ capabilities.
Let’s explore this brave new world together, shall we?
Interested in a strategic audit of your martech stack?
Contact Brian Kohlmann, lead marketing technologist at Bader Rutter, to discuss how we can help make yours more efficient.
About the Author
Brian Kohlmann, director of AI and emerging technology at Bader Rutter, leads innovation at the intersection of AI, martech, and digital transformation. With 25+ years in digital strategy, communications, and sales, he specializes in integrating AI-driven and martech-driven solutions that drive growth across agriculture, animal health, manufacturing, and food and beverage industries.
A certified expert in generative AI, account-based experience, and prompt engineering, Brian makes AI approachable and actionable. His leadership is driven by curiosity and pragmatism, helping teams leverage technology for real business impact while uncovering new opportunities for value creation.