Things To Consider When Building A Marketing Stack

What Is A Marketing Technology Stack?

  • A set of tools marketers use to carry out their everyday tasks.
  • Examples: Analytics platforms and Task management systems.
  • Has the power to make or break your success as a marketing team.
  • Can increase productivity, efficiency, revenue, and reporting capabilities.
  • Can save you and your team by streamlining your workflow.

Important Things To Consider

1. Tool Integration

  • “Does this integrate with the tools I need it to?”
  • It will do more harm than good if it doesn’t integrate with the rest of your tools.
  • It could cut into your productivity.
  • Make sure your chosen platform integrates well with your tools.

2. Research

  • “Have I done enough research?”
  • It’s still important to consider other options.
  • Be sure to check out online reviews and do some more digging.

3. Operation

  • "Do I have the manpower to operate this system?”
  • Buy tools that are easy to run using the resources you already have access to.
  • If you’re a small team, it makes more sense to go with a less sophisticated option.
  • Choose a solution that will help you reach your goals without too much attention.

4. Second Opinion

  • “Should other departments have input on this buying decision?”
  • Share resources and information across departments.
  • Without input from all stakeholders, you won’t be able to make an educated purchase.
  • Consult with all parties involved before handing over your credit card.

Key Components of a Successful Marketing Technology Stack

1. Marketing And Sales Intelligence

  • Think B2B data providers, sales prospecting tools, data hygiene services, and much more.
  • These tools gather and organize data to improve all marketing processes.

2. Content Marketing

  • There are content marketing tools for every aspect of the content process.
  • These include task management, creative content creation, and distribution.
  • Content tools are an indispensable part of a marketing technology stack.

3. Social Media

  • Most marketing teams need one or more social media tools.
  • Social media tools cover a range of functionality.
  • Think content calendars, social listening, post scheduling, and employee advocacy programs.
  1. SEO & Web Analytics
  • You need to understand and optimize your website to suit your buyer’s journey.
  • Think analytics, heat maps, and content optimization tools.

5. Email Marketing

  • If your business sends marketing emails, you’ll need an email marketing platform.
  • Determine what your needs are, how much handholding you want, and do some research.

6. Video Marketing

  • An essential component of any modern marketing strategy.
  • Consider how you plan, produce, edit, and distribute your video content.

7. Campaign Optimization, Lead Management & Marketing Automation

  • These will streamline your marketing efforts and improve your team’s results.

8. Webinars & Events

  • Webinars and events are an excellent marketing tactic.
  • The right software can make it easier to plan, manage, and gauge the success of your events.