Everything You Ought To Know About Martech Stack

Martech Stack

As marketing and technology both evolve, new terms are getting coined every second. One such name that you may have heard lately is “martech stack”. It’s human nature that when you come across a phrase you have never heard before, you immediately feel curious to know what it means.

In this article, we will discuss the reasons why marketers are on a lookout to build their own marketing technology stack.

Also, the steps you need to follow to build a Martech stack successfully.

However, before we discuss the reasons why you should build your own Martech Stack let us know what a marketing stack is.

What is a Martech Stack?

Martech” is the short form of marketing and technology clubbed together.

The term “stack” refers to “stacking” tools together to form a comprehensive marketing system.

As a whole, a marketing technology stack is the combination of different software services and/or tools used to run all marketing operations.

It comprises of strategies like customer acquisition, conversion, retention, team communications and to deliver customer and market.

Reason for the growing popularity of the marketing technology stack in the digital sphere

Marketing tech stack act as a vehicle that lets your company reach its goals.

Marketing technology, more commonly known as martech, is gradually transforming the way companies market to consumers.

Martech is a nascent subject; however, the growth in landscape proves that it is not a passing phase.

Marketers are using martech stack to dial in their marketing efforts and track success like never before.

Marketing technology stack is changing marketing team dynamics.

Having the right blend of Martech will help your business reach your customers better.

Irrespective of your business you should have some form of marketing technology stack.

Because it naturally grows with your business.

Martech stacks are unique to each company, and there is no one size fits all approach!

These are such tools that make an impact on your daily work.

It improves contributions to business goals, and free you from doing repetitive tasks so you can focus on doing creative work.

Moreover, let me tell you the results are undeniable.

Marketers today are not just using one specific tool because it works well for email but are also implementing some other because it works well for social media too.

They are putting specific tools together to achieve overall results.

91% of users believe that marketing automation is “very important” to the overall success of their marketing across channels. 

Although the considerable amount of time and resources marketing departments are devoting to technology, 56% of organizations report underutilizing their technology, while another 21% have platforms or tools they’ve purchased that aren’t being used at all.

Only 9% of marketing departments feel they have all of the marketing tools they need and fully utilize them.

However, if you have a basic understanding of what a marketing tech stack is, how it can prove beneficial your business, and how to go about building one for your company, you’ll be halfway through realizing your company’s marketing vision.

So, before you move to more niche advanced technologies, you need to make sure you have solutions without which your stack won’t survive.

Things that should be a part of the best martech stack

If you are someone who is drowning in the chaos of choosing the right Martech stack, relax!

We have much in hand to get you covered so stay tuned!

Crafting an effective Martech strategy and a successful Martech stack is easier said than done.

It is never enough to build a martech stack; you require to develop the right stack for your organization.

Strategy, efficiency, integration, and collaboration with resources all play significant roles in martech stack decisions.

Every Martech stack blueprint is a combination of a company website, marketing automation, CRM, media channels, and loads of DATA.

The specific tools that make up your martech stack will depend on how your firm operates and who your target clients are.

Each stack has a different purpose.

You should map all your technologies and their relationship to one another.

Also, keep on tweaking your Martech stack, make little changes by monitoring your stack carefully.

These changes will ultimately help you achieve your marketing goals and close more deals.

However, some technologies you need to consider no matter what your target is being discussed below.

1. Content Management Systems

Content Management System is the heart of your martech stack.

CMS facilitates uploading, publishing, and scheduling contents to ensure your web content is addressing and showcasing your marketing needs.

It lets you manage the content of your firm’s website. A typical example of a CMS would be WordPress.

2. Advertising Technologies and Management

Advertising technologies cover everything from social media ads to PPC campaigns on specific website networks.

It may be as simple as using systems like Google Adwords, Facebook advertising, and Bing Ads, or it may involve specialized software to help you analyze and control all of your advertising from a central dashboard.

3. Email and CRM Systems

Email communication is an essential part of customer relationship management (CRM) and almost every marketing effort.

Your CRM is important primarily because of the significant role it plays in keeping marketing and sales in alignment.

It is used to measure, evaluate, and track a prospect’s behavior through the customer lifecycle.

You can also utilize it for specific marketing actions and improve the relationship between your organization and individual prospects.

If your organization is not employing email marketing to help convert prospects into leads and new clients, then, you are missing out.

Any successful martech stack will include email technology.

4. Social Media Management

Social media technologies can do everything from sharing content and making posts to more complex tasks like monitoring your audience and controlling ad campaigns.

The apt technologies help you to grow your audience, create better engagement with your existing audience, and boost your returns.

5. Search Engine Optimization

SEO goes beyond just publishing good content.

It’s essential to take advantage of available technologies to monitor and analyze results.

You can find systems to help you with everything from keyword research to link building strategies.

6. Analytics

Analytics are essential for tracking results. In most cases, Google Analytics will do everything you need, but other companies provide various forms of specialized analytics to help you drill down into the details and find new ways to tune and improve marketing efforts.

A well-oiled, power-packed martech stack doesn’t happen overnight.

On the one hand, technology can make or break your life.

The trick is to line up technologies that address your most significant needs as an organization, and then squeeze every ounce of profit out of them.

Building your marketing technology stack, and analyzing how everything in that stack works together, could give you the insights of whether you are doing well.

Then you can take your marketing campaigns to the next level.

However, you might think about how to sense all the different marketing tools available and ways to assimilate them?

How to be assured that the tech you are using aligns with marketing and business outcomes you want to achieve?

Similarly, you wish to maximize the use of the martech stack and justify the amount of money you are spending on it?

So, here’s how you need to begin to build your own Martech stack.

Parameters to build a martech stack

Struggling to weigh up between useful vs. desirable marketing tech stack?

You are not alone.

As Martech has become the sudden surge, marketers are not getting enough time to implement all-in-one marketing clouds.

A best of breed approach is becoming the choice for marketers to design a martech foundation that meets their requirements.

Moreover, the procedure by which you craft a martech stack depends entirely upon you.

You need to have some essential elements in mind, like your company’s vision, revenue model, and plan of action.

When all these sectors assimilate into one single stack, it becomes straightforward for you to track and take decisions.

Now probably you are wondering, where can you start?

Let us comprehend the basics right away.

1. Identify and nurture leads in-turn distributing and schedule content across multiple platforms-

First things first, get your martech foundation right.

Build a strategy based on your marketing activity, your target audience and what you want your customers to do.

As digital marketing efforts have grown, so have the platforms to manage it.

Your martech stack should include tools to help you engage customers across multiple channels.

You need to create a holistic, omnichannel experience for customers that provides the right information at the right time on the right platform.

These digital tools will help you automate processes, aggregate data, and reach your customers online more effectively and efficiently.

2. Implement affordable tools that deliver on the investment and technologies that integrate with one click-

An efficient martech stack is not a mere list of tools; it should be a series of integrated tools that work well together.

Marketers can’t buy everything they need today.

Designing an architecture in tandem with firms’ strategic and operational maturity is the best way.

These include a contextual data foundation, unified orchestration, marketing within every customer interaction, and atomized contextual marketing.

Look for solutions that have APIs (Application programming interface) that integrate with your core technology like your CRM, marketing automation, website optimization and analytics platform.

To make sure you’re getting the best ROI, you need access to data that provides you insights correctly.

Make sure your stack provides this kind of insight so you can spend your budget wisely.

Doing your homework, based on both in-house and external resources will help ensure your investment goes further.

Take a look and find out ways to get a better deal from martech vendors.  

Choosing vendors to make an optimal martech stack is confusing because there are so many, and most can’t easily integrate with one another.

See if your wish list justifies on the basis that it will make a significant difference to your marketing success and then purchase the products.

3. Track campaign success and predict customer service and feedback-

Every tool comes with its analytics, which can be a challenge when stacking tools together.

To maintain data integrity and eradicate confusion, look for a single source of information, or a centralized data collection stream that offers a complete customer view.

Having the ability to connect multiple systems through webhooks and APIs is gold.

Many of our users collect data from various endpoints to paint a holistic picture of their app interactions.

Since your ultimate aim is to create connections, discover how martech could nurture collaboration across your business and build a better understanding of what makes your customers tick.  

You need simple, tailored solutions to keep up with the competition and heightening consumer expectations.

Summing it up

Marketing tech stack is becoming a part of the marketing landscape now.

Moreover, in no time marketing technology stack will evolve as the digital and technical needs of marketers grow.

Further, in future, marketers will rely more heavily on martech stacks to get a 360-degree view of their customers.

Therefore, implement a Martech stack thoughtfully across your inbound marketing program.

It is a complex problem to build a Martech stack; however, the integration of Martech stack will remove hassles.

Maintain a balance by creating an ideal marketing tech stack.

Although you can’t use every available resource at once, marketing tech stack can be a useful addition in helping you to ramp up your business and productivity.

These are the basic tools that you can at least start with.

A best martech stack is such which eliminates ambiguity for any business, creating the trend and managing complex tasks.

So utilize martech stacks accordingly.

Go forth, build your Martech technology stack, and show the world what you can do.

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Sreejani Bandopadhyay

Sreejani is a biotechnologist by education. She prioritizes in pushing her limits in the online era with her remarkable rationality. An ardent disciple of contemplation and believer of efficacy while writing. Presently she is tweaking her grey cells emphasizing in content marketing and is eventually mutating into a digital nomad. Is enthusiastic about traveling, as nature gives her positive stimuli.

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