Marketing Technology Stack: Why It Matters

What is a Marketing Technology Stack and why is it important to marketers?

The term Marketing Technology Stack refers to a set of technologies that marketers utilize to execute marketing tasks. Typically these technologies are selected because they improve or streamline marketing processes like content creation, content delivery, customer engagement and tracking and reporting of the effectiveness of these processes. Every marketing technology stack is different and customized based on the company's goals, their industry's focus and their audience's needs.

The vast number of marketing technology (martech) options available to marketers can be somewhat overwhelming. Many organizations are worried about keeping up with the ever-evolving marketing technology landscape. The best way to begin shaping the best martech strategy for your organization is to start with a clear understanding of the business goals to which you're mapping your marketing success. Once you have determined the business goals, you can begin selecting marketing technologies that improve a specific piece of the customer journey: awareness, consideration, purchase, retention or advocacy.

The key components of a B2B Marketing Technology Stack

Your Marketing Technology Stack must also map to your customer experience. Different businesses reach their audience through different channels and thus have varying technology needs. There are, however, some technologies that build the base infrastructure of your Marketing Technology Stack:

  • Customer Relationship Management (CRM): enables tracking of customer relationships and helps attribute marketing campaign influences on the sales pipeline.
  • Content Management System (CMS): supports the creation and management of content management across websites, blogs and other outlets in which marketers interface with their customers.
  • Email: A highly utilized form of communication between marketers and their audiences, email services are often built in to marketing automation tools.
  • Analytics: Measuring the effectiveness of marketing campaigns is more important than ever and enables marketing teams to show their value and attribute sales dollars to their activities.

There are other components of the Marketing Technology Stack that are becoming increasingly popular but may not necessarily be considered foundational:

  • Advertising: With the increasing capability to personalize your offering to your audience, advertising is regaining popularity amongst marketers.
  • Social Media: Social outlets allow marketers to engage with their audiences on a more personal level and track the general sentiment around their brand and products. Social media also offers more advertising opportunities.
  • Search Engine Optimization (SEO): SEO tools enable marketers to drive increased organic (unpaid) traffic to their organization's website through use of keywords and content optimization
  • Experience Optimization: Marketers now have resources available to personalize the experience their customers have with their brand. Personalization, A/B testing and other tools help convert analytics and insights into actionable data for marketers.

Many marketing organizations have some martech in place but aren't utilizing the tools to their full capabilities. When choosing your software for each of the categories listed above, be sure to understand all of the options available to your team and how the tools integrate with one another. When looking for marketing consultants with the latest tech skills, look to Crawford Group.

Digital Marketing, Marketing Technology

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