The Future of Martech: Why Experimentation is the Key to Success

Key Pointers

• Why experimentation is essential in Martech
• How to balance experimentation with stability
• The role of agile marketing strategies
• Steps to create a culture of experimentation in your organization

1. Why Experimentation Matters in Martech

According to Frans, one of the most important factors in Martech success is the ability to experiment. Martech is evolving too fast for static strategies, so marketers need to test new approaches regularly.

“We’re marketers, and we need to understand what customers really want. We do this through experimentation—small hacks, constant iterations.” 

Frans believes that agile marketing strategies, which rely on ongoing experimentation, are the key to staying relevant in today’s marketplace.

2. Balancing Experimentation with Stability

While experimentation is critical, Frans warns against overhauling entire systems too frequently, as it can be costly and disruptive. Instead, marketers should experiment in controlled environments.

“You don’t want to jeopardize your core systems by constantly overhauling them. You need to experiment externally, figure out what works, and then scale that approach.” 

This balance between agility and stability ensures that companies can innovate without losing operational efficiency.

3. The Role of Agile Marketing Strategies

Frans advocates for adopting an agile approach to marketing, where small, iterative tests can lead to bigger innovations over time. By running small experiments and scaling what works, companies can keep their Martech stack lean and focused on what delivers value.

“Marketing is all about experimentation, and the more you learn from small experiments, the better you become at delivering what customers want.” 

4. Creating a Culture of Experimentation

To foster a culture of experimentation, companies need to encourage their teams to take risks and test new ideas without fear of failure. This can be achieved by creating sandbox environments where experiments can be run without impacting core systems.

5. Linking to Martech Tools: Tools for Experimentation

Experimentation in Martech requires the right tools to support agile testing. Tools that offer A/B testing, customer segmentation, and flexible campaign management are essential for marketers looking to innovate.