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.
- “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.
- "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.
- 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.