Customer experience should be the driving force behind every marketing technology decision, according to Jessica Kuipers, Marketing Manager at My Wealth Solutions, an Australian financial advisory firm where providing a personalized experience is paramount.

“For us, everything comes back to the customer experience,” says Jessica, reflecting on the company’s marketing strategy. She applies the same principle when it comes to adding or subtracting new tools from her marketing technology stack. She shares her approach to reviewing her current stack, and how to choose martech tools that will enhance the customer experience.

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