A Guide to Building a Marketing Tech Stack Flashcards
Marketing and Technology
Naturally paired together to enhance the overall experience
Literally thousands of tools and innovations that were designed to help you automate and simplify your marketing efforts.
Marketing Tech Stack
A group of tech-based tools that marketers and businesses use to improve their marketing activities
Marketing technologies are ‘stacked’ to create an integrated series of tools that allows you to build seamless customer relationships across several different channels
The right martech stack will…
iron out your processes, but it should focus on the impact of your marketing activities and drive more efficient marketing spending
Why should I invest in a Marketing Technology Stack?
Put simply, the martech space is colossal. And marketers are pressured to keep up with the growth. According to Korn Ferry, “27% of CMOs were concerned with staying ahead and taking advantage of digital technology trends.”
With thousands of solutions to choose from, it’s vital for marketers and business owners to understand how the right tech stack will impact their businesses and which technologies will be fundamental to reaching their goals.
ChiefMartech’s latest edition of the marketing landscape for 2020
Over 8,000 solutions to choose from
What Elements Make A Great Marketing Tech Stack?
- Customer relationship management
- Content management system
- Advertising and SEO
- Social Media
- Collaboration
- Analysis and Reporting
What is one key factor to consider when making a marketing tech stack?
Your target market; for instance, B2C companies will likely require slightly different technologies than a B2B company since they each typically use different channels and techniques to acquire and engage with their customers.
Customer Relationship Management (CRM)
CRMs track all customer relationships and marketing attribution for you and your sales force. Ultimately, CRMs are essential to gaining in-depth insights into how your marketing efforts impact your sales pipeline.
*B2B
Content Management System (CMS)
A CMS is a technology that powers your website, blog, landing pages, etc. These web properties are often where you want to engage your customers.
Advertising and Search Engine Optimization
Search engine optimization and advertising is key to your customer acquisition strategies regardless of the type of business you run. Many marketers use a combination of software for keyword research, display ads, ad tracking, and attribution.
Email marketing is still a very cost-effective way to support sales, build brand awareness and gain trust with your customer base. Email marketing capabilities might even be readily available in other platforms in your tech stack; like in your marketing automation or inbound marketing platform, for instance.
Social Media
Technologies for this space help monitor your social conversations, schedule posts, or curate content. Specific networks like Facebook and LinkedIn also offer social media marketing opportunities that may be a valuable addition to your own tech stack.
Collaboration
Collaboration software focuses on working efficiently and transparently with your team. There are a number of project management tools to choose from, or even tools that focus more on the customer journey.
Analysis and Reporting
You must always be able to access your data to measure your marketing efforts. For the most part, businesses will at least have basic website analytics tracking in place, which is a great way to start. But depending on your situation, you could explore building a full data warehouse to pull together data from various systems to make your reporting more accessible and rounded.
How is your marketing technology stack is critical to your organization’s success?
It enables you to manage your brand efficiently, coordinate and execute campaigns, leverage existing content, and attract and convert customers in an increasingly complex marketing environment
Lead Generation
The action or process of identifying and cultivating potential customers for a business’s products or services
*Starts with Traffic
From siloed tools to all-in-one solutions
Specialization
More channels = more to manage/coordinate
Branching off/Unintentional Silos/Undercut efficiency or brand consistency
All-in-one solutions - consolidate, powerful for aligning cross-functional teams (speed and efficiency)
Tools that connect and interact well with one another
API-first tools empower businesses to add, remove, or swap out solutions with greater ease
Application Programming Interfaces: fuel the free-flowing exchange of data between tools, systems, and channels
All about connection. You need to merge it, find patterns, and learn. As marketing becomes more omnichannel driven, channels and software islands need to be connected through API integrations and data warehouses.
Leveraging data to create personalized customer experiences
Invest in improving data pipelines to trigger powerful, real-time experiences and communications between prospects and use existing users with sales teams based on the visitor, user, and company information or activity. By planning to leverage data-rich tools to better understand the customer and their journey, businesses can deliver more tailored content and experiences to the right customers at the right time.
Is a tool a strategy?
No
