Contact GeekHive

The Top 3 MarTech Myths for Agencies

August 4, 2017

Blog | Strategy | The Top 3 MarTech Myths for Agencies
The Top 3 MarTech Myths for Agencies - unicorn with busted over it

“Are there really over 5,000 MarTech tools, services and products?”

“Can my agency actually compete in the MarTech space?”

These are the sorts of questions we field on a daily basis. MarTech, in all its glory, can be a scary and disconcerting proposition. Agencies and brands often turn to GeekHive for our perspective, insight, and guidance on how best to navigate this new terrain. Over the years we have helped hundreds of budding MarTech-ers come to grasp this landscape.

In the hopes of helping you and your organization, we’ve compiled a list of answers that debunk some of MarTech’s most ominous agency concerns.

Myth 1: There is no business for agencies in the MarTech space

100% FALSE. Here is a little secret, ‘MarTech’ is simply a fancy new catch phrase that identifies what ‘Marketing’ will mean within the next 5 years. Shhh…don’t tell anyone.

Marketing was historically 99% art and 1% science, but the future will yield a level playing field, comprised of equal parts art and science.

From content creation to user experience and creative execution, MarTech represents the evolution of a data-driven creative agency, capable of delivering in-the-moment solutions to brand challenges, leveraging technology to fuel marketers.

Gone are the days of one-for-all design execution. Custom solutions, single-serving content, and unique experiences will be served up to a brand’s customers and your agency will be responsible for making sense of it all.

The list of services that require creative execution in the MarTech space is long and growing; each layer of the MarTech solution requires a thoughtful eye and expert creative hands (read: YOU!).

We’ve outlined common MarTech tools (in orange) that your clients (will) use and we’ve paired that with services (in white) you could be likely to deliver:

  • MarTech Tools
  • Service Offering
  • Content Management Systems
  • Custom Design, Content
  • Personalization and Experience Management Services
  • Journey Mapping, Content Creation and Unique Asset Execution
  • Marketing Automation
  • Variable Creative Design, Campaign Creation and Management, Cross Channel Optimization
  • Predictive Marketing
  • User Analysis and Content Delivery
  • Machine Learning & AI
  • Strategic consulting
  • Digital Asset Management Systems
  • Creative Execution and ongoing management
  • Optimization Solutions
  • Strategic consulting
  • Analytics Reporting Tools
  • Strategic Understanding and Optimization
  • Data Management Platforms
  • Roadmapping, Analysis & Optimization
  • ABMs
  • Roadmapping, Analysis & Optimization
  • CRMs
  • Roadmapping, Analysis & Optimization
  • Email Marketing
  • Segmenting, Content & Creative, Analysis & Reporting

We help agencies deliver more value to their clients by enabling these tools – let us help you earn more revenue and deliver better results to your clients!

*Stay tuned for future posts on how your agency is leaving MarTech dollars on the table…..

Myth 2. MarTech requires a new team with new skills

FALSE. We like to tell our clients and partners that we are ALL MarTech specialists.

Sure, there are new skills, there are new tools, there is a new language; there’s a lot to learn, but the principles are the same:

  1. Utilize the best services
  2. Paired with the best marketing ideas
  3. Aligned to support your (your client’s) business needs.

At GeekHive, we believe we are all capable of becoming MarTech practitioners. At the end of the day, MarTech enablement is about the process of bringing marketing and technology together to create the team, the technology, and the mechanisms that help marketing organizations engage most effectively with their customers. Ultimately it’s getting the right information at the right time into the hands of marketers so they can effectively engage their customers to build brands, market products and services, and assist their sales organization.

If implemented correctly, MarTech stacks reduce friction and increase capabilities.

With relatively minimal effort, we devise the systems that enable marketers to move from theory into execution with ease.

The same rules of creative design and content development apply. The only change is that there is more of it and it moves at a far faster pace!

Our proposition to you is that MarTech will become a key revenue stream for your agency. In a MarTech enabled situation, you have a greater number of creative touchpoints to deliver your agency’s expertise. And as your technology partner, we, in turn, have more opportunities to help you bring your creative ideas to life.


An Agency's Equation for Success Martech

Myth 3: Implementing MarTech is a painfully involved process that takes years

FALSE. This one is a bit nuanced. Clearly, every company’s MarTech stack is unique, as is their business, but one thing is for sure, MarTech enablement is about moving fast and optimizing for success. We absolutely engage on long-haul MarTech initiatives, but here is another secret of MarTech: it can move in weeks; not months.

Don’t get me wrong, there is no ‘set it and forget’ solution to MarTech. At GeekHive, we often embark on lengthy program development initiatives, but we will also tell you that MarTech is about using the tools and services that improve your marketing ideas – many of which can be initiated on day one.

From CMSs, DAMs, CDPs, to Marketing Automation tools, establishing a baseline MarTech solution for you and your clients is not as painful as you would imagine, the hard work comes in optimizing it.

We recommend to all our clients and partners to shed the belief that MarTech is a slow moving iceberg.

Overall, we get it – MarTech is a vast and confusing space.

But solutions are within your reach!

GeekHive, founded in 1997, is a leading domestic MarTech Enablement partner. We know what it takes to create a successful digital program from strategy to implementation to ongoing refinement and support and we love nothing more than coming up with technical solutions and strategies to solve the complex MarTech puzzles our clients face. When failure isn’t an option, our partners count on us, and we make it our personal mission to exceed their expectations, every time.


Stephen Downs

Executive Vice President of Business Development
  • MarTech
  • Strategy

Recent Work

Check out what else we've been working on