What is a marketing technology stack and why do you need one?

A marketing technology stack is a collection of software tools that marketers use to automate and measure their marketing activities. A typical marketing technology stack might include platforms for email marketing, social media marketing, content management, and lead generation. Maintaining these systems is one of the major functions of marketing operations.

Having a well-defined marketing technology stack can help your team work more efficiently and effectively. It can also help you track your progress and measure your results.

The benefits of having a marketing technology stack in place

There are many benefits to having a marketing technology stack in place. Not having the right marketing tech in place could hamper your digital marketing efforts and frustrate your marketing team. Some of the most notable benefits of a complete martech stack include:

1. Increased Efficiency. A well-defined marketing technology stack can help your team work more efficiently. Having a clear understanding of which software platform to use for which tasks can help your team avoid time-wasting activities and get their work done more quickly.

2. Improved Accuracy. In addition to increased efficiency, a marketing technology stack can also help improve the accuracy of your team's work. Automating repetitive tasks and using tools that are designed for specific tasks can help reduce errors and increase the quality of your team's output.

3. Greater Visibility. Another benefit of having a marketing technology stack is that it can provide greater visibility into your team's progress. By tracking the results of your marketing activities, you can more easily identify areas that need improvement and make necessary changes.

4. Increased Flexibility. A marketing technology stack can also make marketers more flexible. Having a variety of software tools at their disposal can help them quickly adapt to changes in the market or business goals.

5. Better Decision Making. Finally, a marketing technology stack can help improve your team's decision-making skills. By giving them access to data and analytics, they can make more informed decisions about which marketing activities to pursue.

As you can see, there are many benefits to having a marketing technology stack in place. If you're not already using one, now is the time to start planning your own.

How do you build a marketing technology stack?

There is no one-size-fits-all answer to this question. The best way to build a marketing technology stack will vary depending on the needs of your team, the industry that your company is in, and the resources that you have available. However, there are a few general tips that can help you get started:

1. Define your goals. Before you start selecting software tools, it's important to have a clear understanding of your team's goals. What are you trying to achieve with your marketing efforts? Once you know the answer to this question, you'll be in a better position to choose the right tools for your stack.

2. Research your options. There are hundreds of marketing software systems available on the market today. It's important to take the time to research your options and find the ones that will best meet your needs.

3. Consider your budget. Not all marketing technology systems are created equal. Some are very expensive, while others are more affordable. It's important to consider your budget when selecting a platform for your company.

4. Start small. It's often tempting to try to implement every piece of marketing software that you come across. However, it's usually best to start small and gradually add new platforms to your stack as needed. Trying to do too much at once can be overwhelming and lead to decision paralysis.

5. Get input from your team. To build a marketing technology stack that will be used by your team, it's important to get input from them during the selection process. Ask them what they need and want from a software tool. Their feedback will be invaluable as you make your final decisions.

Building a marketing technology stack can be a daunting task. However, by following these tips, you can get started on the right foot and assemble a collection of technologies that will help your team be more successful.

How to keep your marketing technologies up-to-date

Once you have a marketing technology stack in place, it's important to keep it up-to-date given how fast digital marketing changes. New capabilities, channels, and platforms are added constantly.

Here are some tips for ensuring that your marketing team always has the best technology available for their needs:

1. Review your tools regularly. The first step to keeping your stack up-to-date is to review it regularly. Take time at least once per quarter to assess your team's needs and determine if any changes need to be made.

2. Keep an eye on the software landscape. In addition to reviewing your current stack, you should also keep an eye out for new software tools that could be added to it. As you come across new tools, take time to assess whether or not they would be a good fit for your team.

3. Solicit feedback from users. It's important to get input from users about the software tools they're using. Because a piece of marketing software can also be used by other departments, such as sales and customer service, be sure to talk to every team that uses the tool in question. Their feedback will be invaluable as you evaluate new systems.

4. Don't be afraid to make changes. As your team's needs change, don't be afraid to make changes to your stack. Sometimes, the change needed could be as simple as a pricing plan upgrade. And if a software tool is no longer meeting your team's needs, don't hesitate to look at alternatives.

5. Test new tools first. Before adding any new software tools to your marketing technology stack, be sure to test them first. This will help you determine whether or not they are a good fit for your team and your needs.

Keeping your marketing technology stack up-to-date is an important part of ensuring that your team is successful. By following these tips, you can make sure that your stack is always up-to-date and ready to meet your team's needs.

Get help choosing and implementing a marketing technology stack

If you need help choosing and implementing a marketing technology stack for your team, we can help. We have experience with a variety of marketing software tools and can help you select the ones that are right for your team. We can also develop and execute an implementation strategy for your stack so that you get the most out of your investment.

Contact us today to get started with an initial consultation about your marketing technology needs and business goals!