{"id":545,"date":"2018-10-30T17:25:16","date_gmt":"2018-10-30T16:25:16","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=545"},"modified":"2021-01-11T13:47:18","modified_gmt":"2021-01-11T12:47:18","slug":"como-construir-martech-stack-completa","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/como-construir-martech-stack-completa\/","title":{"rendered":"Como construir a Martech Stack ideal para o seu neg\u00f3cio?"},"content":{"rendered":"<p>Uma martech stack \u00e9 um conjunto de\u00a0<a href=\"https:\/\/liminal.pt\/martech-magazine\/martech-transformacao-digital\/\">tecnologias de marketing<\/a>\u00a0capazes de impulsionar a transforma\u00e7\u00e3o digital e aumentar a performance das atividades de marketing, atrav\u00e9s da automatiza\u00e7\u00e3o de processos, da personaliza\u00e7\u00e3o de intera\u00e7\u00f5es e da coordena\u00e7\u00e3o de opera\u00e7\u00f5es.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>Quando a martech stack \u00e9 composta pelas tecnologias certas, permite \u00e0s empresas ter uma vis\u00e3o\u00a0unificada e um entendimento dos clientes em todas as plataformas,\u00a0conseguindo\u00a0um engagement\u00a0e uma convers\u00e3o melhores. No entanto, nenhuma\u00a0martech\u00a0stack\u00a0\u00e9 valiosa se n\u00e3o for\u00a0bem utilizada.\u00a0Apenas 3% dos marketers sentem que\u00a0tiram o maior partido das\u00a0suas\u00a0tecnologias,\u00a0mas reconhecem que delinear\u00a0melhores estrat\u00e9gias, utilizar ferramentas de anal\u00edtica e\u00a0formar as equipas,\u00a0os ajudariam a\u00a0beneficiar mais da sua stack\u00a0(State of Marketing Technology, 2017).<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>O processo de perceber o que \u00e9 uma martech stack, quais os seus benef\u00edcios e como criar uma para a sua empresa pode ser dif\u00edcil. Contudo, \u00e9 o caminho a seguir para ter uma vis\u00e3o de marketing plena. Deve come\u00e7ar com o essencial e crescer a partir da\u00ed, \u00e0 medida que for necess\u00e1rio.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h2>Os 3 Pilares de uma Martech Stack<\/h2>\n<p>Os marketers\u00a0podem selecionar\u00a0as tecnologias de marketing\u00a0entre um universo cada vez mais completo.\u00a0A\u00a0<a href=\"https:\/\/cdn.chiefmartec.com\/wp-content\/uploads\/2018\/04\/marketing_technology_landscape_2018_slide.jpg\">marketing technology landscape<\/a>\u00a0passou de cerca de 150 tecnologias em 2011 para perto de 7000 em 2018 (Chief Marketing Technologist, 2018).<\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559731&quot;:567,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-486\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/martech-landscape-Liminal.jpg?resize=773%2C435&#038;ssl=1\" alt=\"martech, landscape, marketing technologies, liminal\" width=\"773\" height=\"435\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/martech-landscape-Liminal.jpg?resize=1024%2C576&amp;ssl=1 1024w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/martech-landscape-Liminal.jpg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/martech-landscape-Liminal.jpg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/martech-landscape-Liminal.jpg?resize=533%2C300&amp;ssl=1 533w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/martech-landscape-Liminal.jpg?w=1680&amp;ssl=1 1680w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/09\/martech-landscape-Liminal.jpg?w=2520&amp;ssl=1 2520w\" sizes=\"auto, (max-width: 773px) 100vw, 773px\" \/>\u00a0<\/span><\/p>\n<p>Os 3 seguintes pilares tecnol\u00f3gicos fundamentais para iniciar a transforma\u00e7\u00e3o digital do marketing e vendas da sua empresa s\u00e3o:<\/p>\n<ul>\n<li><strong>Customer Relationship Management (CRM)<\/strong> \u2013 desempenha um papel central na prospe\u00e7\u00e3o de mercado, fecho de neg\u00f3cios e reten\u00e7\u00e3o de clientes, gerindo um grande volume de dados e permitindo o aumento da produtividade de vendas.<\/li>\n<li><strong>Marketing Automation Platform (MAP)<\/strong> \u2013 as ferramentas de automa\u00e7\u00e3o permitem otimizar processos, alinhar as equipas de marketing e vendas, nutrir automaticamente rela\u00e7\u00f5es com clientes, personalizar e melhorar a customer experience.<\/li>\n<li><strong>Anal\u00edtica de Marketing<\/strong> \u2013 com o grande volume de dados gerados pelos canais de marketing (wbesites, redes sociais, email, etc.) e plataformas de gest\u00e3o (CRM e MAP) torna-se imprescind\u00edvel uma an\u00e1lise cruzada, profunda e permanente de cada cliente e neg\u00f3cio, para conseguir ter maior controlo, antecipar problemas e projetar o futuro. Com uma ferramenta de anal\u00edtica, passa a ser poss\u00edvel agregar todos estes dados para, por exemplo, prever receitas futuras e detetar rapidamente qualquer tipo de bottleneck no pipeline comercial que comprometa os objetivos, evitando poss\u00edveis golpes na fatura\u00e7\u00e3o.<\/li>\n<\/ul>\n<h2>Customer Journey e as Martech<\/h2>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-187\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/01\/grafico-liminal-automacao-marketing-map2.png?resize=357%2C363&#038;ssl=1\" alt=\"automa\u00e7\u00e3o de marketing,map, marketing automation platform\" width=\"357\" height=\"363\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/01\/grafico-liminal-automacao-marketing-map2.png?w=357&amp;ssl=1 357w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2018\/01\/grafico-liminal-automacao-marketing-map2.png?resize=295%2C300&amp;ssl=1 295w\" sizes=\"auto, (max-width: 357px) 100vw, 357px\" \/><\/p>\n<p>A customer journey tem lugar por cada vez mais canais e pontos de contacto, e decorre ao longo de 4 fases \u2013\u00a0<b>atrair<\/b>,<b>\u00a0envolver<\/b>,<b>\u00a0conquistar\u00a0<\/b>e<b>\u00a0encantar<\/b>.\u00a0Em cada uma dessas\u00a0fases, algumas das tecnologias que deve considerar s\u00e3o:<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559731&quot;:567,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b>Atrair<\/b><b>\u00a0<\/b><b>\u2013<\/b><b>\u00a0<\/b>Content\u00a0Management System (CMS),\u00a0Search Engine Optimization (SEO),\u00a0Search Engine Marketing (SEM),\u00a0Tag Management,\u00a0Email Marketing;<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:851,&quot;335559739&quot;:160,&quot;335559740&quot;:240,&quot;335559991&quot;:284}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b>Envolver<\/b><b>\u00a0<\/b><b>\u2013<\/b><b>\u00a0<\/b>Interactive Content,\u00a0Webinar Platforms,\u00a0Landing Pages,\u00a0Plataforma\u00a0de\u00a0Account-Based Management (ABM),\u00a0Artificial Intelligence (AI);<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:851,&quot;335559739&quot;:160,&quot;335559740&quot;:240,&quot;335559991&quot;:284}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b>Conquistar<\/b><b>\u00a0<\/b><b>\u2013\u00a0<\/b>Ecommerce (Management, Personalization, Cart Recovery), Sales Automation Platform, Call Tracking\/Live\u00a0Chat;<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:851,&quot;335559739&quot;:160,&quot;335559740&quot;:240,&quot;335559991&quot;:284}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b>Encantar<\/b><b>\u00a0<\/b><b>\u2013<\/b><b>\u00a0<\/b>Customer Portal, Social CRM,\u00a0Customer\u00a0Experience + Success, Customer Intelligence,\u00a0Conversion Tags.<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:851,&quot;335559739&quot;:160,&quot;335559740&quot;:240,&quot;335559991&quot;:284}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2>Como organizar as suas tecnologias de marketing?<\/h2>\n<p>Fa\u00e7a\u00a0<a href=\"https:\/\/liminal.pt\/ebook-martech-stack\/\" target=\"_blank\" rel=\"noopener\">download\u00a0do eBook<\/a> e fique a perceber:<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559731&quot;:567,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\">Os objetivos a que a constru\u00e7\u00e3o de uma martech stack deve atender;<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:1134,&quot;335559739&quot;:160,&quot;335559740&quot;:240,&quot;335559991&quot;:567}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\">Quais s\u00e3o os 3 pilares de uma martech stack;<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:1134,&quot;335559739&quot;:160,&quot;335559740&quot;:240,&quot;335559991&quot;:567}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\">O papel das martech ao longo das 4 fases da customer journey.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/liminal.pt\/martech-magazine\/zoho-deluge-inteligencia-artificial-crm\/\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i0.wp.com\/liminal.pt\/ebook-martech-stack\/images\/mockup-cover1.png?resize=380%2C344&#038;ssl=1\" alt=\"martech stack, martech, IT, ebook, automa\u00c3\u00a7\u00c3\u00a3o de marketing, marketing automation\" width=\"380\" height=\"344\" \/><\/a><\/p>\n<p style=\"text-align: center;\">\n<div class=\"rtng-rating-total\" data-id=\"545\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t\t<span class=\"dashicons 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<\/p>\n","protected":false},"author":2,"featured_media":548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[13],"tags":[76,75,25],"class_list":["post-545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-martech","tag-customer-journey","tag-martech-stack","tag-tecnologias-de-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como construir a Martech Stack ideal para o seu neg\u00f3cio? | Liminal<\/title>\n<meta name=\"description\" content=\"Saiba como construir a MarTech stack ideal 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