What is a Marketing Technology Stack?
A marketing technology stack is a set of knowledge used by dealers to carry out and recover their marketing activity.
Marketing technologies (sometimes known as “martech”) are frequently used to simplify complex procedures, measure the impact of marketing operations, and promote more efficient spending.
If you haven’t already, this is the most common marketing lingo. A marketing technology stack is exactly what it sounds like a collection of technology-based solutions used by marketers and organizations to boost their marketing efforts.
However, it is more dynamic than merely using multiple tools for their objectives. Instead, marketing technologies are stacked to provide an integrated suite of tools that enable you to build seamless relationships with customers across several channels.
Not only will the correct martech address your procedures, but it will also focus on the impact of your marketing operations and generate more efficient marketing expenditure.
What Are the Benefits of Investing in a Marketing Technology Stack?
As previously said, the martech field includes thousands of online tools and technology. The sheer quantity of companies offering the most cutting-edge marketing innovations is bewildering.
Take a peek at the 2019 ChiefMartech Marketing Landscape, which includes over 7,000 solutions. (To put this in context, ChiefMartech reported only 150 responses eight years ago!).
, the martech space is massive. Sellers are also under pressure to keep pace with expansion.
According to Korn Ferry, “27% of CMOs are concerned about staying ahead of and capitalising on digital technology trends.”
With thousands of options available, marketers and company owners must understand how the correct technology stack will affect their businesses and which technologies will be important to reaching their objectives.
What Constitutes a Great Marketing Technology Stack?
First, like with other aspects of your marketing strategy, when establishing the ideal Martech stack for your company, one size only fits some. Your chosen technology will be influenced by factors such as your budget and the nature of your firm.
A significant consideration is your target market; for example, B2C enterprises will require slightly different technology than B2B companies. They frequently use alternative channels and approaches to acquire and communicate with their clients.
So, regardless of your target consumer, let’s look at the technologies essential to a technology stack.
1. Customer Relationship Management (CRM)
- This is a common strategy for your B2B customers. CRMs let you and your sales team track all customer relationships and marketing attribution.
- Finally, CRMs are critical for thoroughly understanding how your marketing efforts affect your sales pipeline.
2. Content Management System (CMS)
- For the most part, this is now a part of your tech stack that you are familiar with.
- A CMS is also a tool that manages your website, blog, landing pages, and so on.
- These web properties are frequently where you want to engage your clients.
3. Advertising and SEO
- This category is extremely broad, but search engine optimization and advertising are crucial to your client acquisition strategy regardless of your business type.
- Many marketers use software to research keywords, create display ads, track ad performance, and assign attribution.
- This strategy is still viable to support sales, raise brand awareness, and acquire client confidence.
- Email marketing functionality may be available on other platforms in your technological stack, such as your marketing automation or inbound marketing platform.
5. Social Networks
- This space’s tools assist you in monitoring your social chats, scheduling posts, and selecting happily.
- Facebook and LinkedIn, for example, offer paid advertising opportunities that can be a significant addition to your technology stack.
- These are some of my fave tech stack enhancement tools. Collaboration software is intended to let you interact with your team professionally and transparently.
- Other project management tools and gadgets are more focused on the client journey available.
7. Analytics and Reporting
- Whatever technologies you choose to include into your technology stack. You should constantly have access to your data to measure your marketing activities.
- Most firms will have at least rudimentary analytical tracking of their website, which is a good place to start.
- However, depending on your situation, you may develop a whole data warehouse to integrate data from several systems to make your reports more accessible and thorough.
- Building the correct marketing technology stack for any firm is equally difficult. It can be a difficult task. However, it is necessary to integrate the appropriate technologies to work together rather than independently.
- You’ll not only gain a thorough insight into your customer journey and marketing activities, but you’ll also learn how to maximize your hard-earned marketing expenditures.