Mar-tech stack is how marketing technology tools are organized, or stacked, together. Each platform or program in your stack should complement or support the others so that everyone in marketing, and other functions in your organization buy into it.
To build your Marketing Stack, start by identifying the business and marketing objectives that you are trying to achieve, and then define and map the marketing functions that will need to be supported by technology for each objective. Then derive the technology requirements needed to support the marketing functions. This will lead you to the type of product that you need to add to your stack.
The purpose of your marketing technology stack is to help you help your customers through the buyer’s journey. Whether you’re using influencer marketing software to identify brand advocates who can drive meaningful traffic to your website, or a communication service that allows your team to collaborate on a product update, at the end of the day, it’s to turn your prospects into customers and then maximize their lifetime value to your business.
Stacks are different based on the company’s stage and target customer segment.
|Early Stage Startup||Well-funded startup/ Medium-sized business||Enterprise-level|
Dark Tech: “Dark tech” refers to marketing technology that has been developed internally rather than acquired.
Martech: A group of independent technologies that helps digital marketers to efficiently perform marketing activities, across various channels.
· Make difficult processes easier
· Measure impact of marketing activities
· Drive efficient spending
Aligning technology requirements to marketing functions that support business and marketing objectives should also drive the rationalization of the existing stack. Each platform and product should be evaluated against an overall set of marketing functions and technology requirements.
Write down specific scenarios for things you want to do with the software. Map it out.
· Business objective: Increase revenue and reduce costs
· Marketing objective: Improve campaign return on investment
· Marketing function: Develop a sound attribution strategy that allows our team to make better investments based on past campaign performance
· Technology requirements:
o De-duplication for leads and contacts
o Automated lead-to-contact conversion
o Automated lead-to-account matching
o Automated contact-to-opportunity conversion
o Field normalization (standardization)
o First touch, last touch, and multi-touch reporting
Note: In this example, the type of product needed turned out to be a data orchestration platform.
Once you identify a stack, do this:
· Make sure that all stakeholders in the organization are involved in the process
· Clearly establish objectives and the priority of each
· Define a data architecture and flow that will support all objectives
· Align internal skills with the technology and business strategy
Sample questions to establish your needs:
· Do you want to nurture leads to a sale?
· Are you trying to improve your influencer marketing?
· Educate a huge volume of potential customers to move them closer to demo?
6. Building Blocks
Depending on factors like business size and marketing strategy, every company’s mar-tech stack is going to be unique.
1.1 Advertising + Promotion
Help promoting brand and driving traffic. Specialized and have distinct purpose in disseminating information about your brand.
· Mobile Marketing
· Display + Programmatic
· Search + Social Advertising
· Native + Content Advertising
· Video Advertising
1.2 Content + Experience
Backbone for entire marketing operations plan, as well as integration with sales and customer success team.
· Mobile Apps
· Video Marketing
· Interactive Content
· Email Marketing
· Content Marketing
· Optimization + Testing
· Data Asset Management (DAM) or Marketing Resource Management (MRM)
· Marketing Automation
· Content Management System (CMS)
Implement bold ones as soon as possible as they relate to how you produce and optimize your content, direct your leads to sales, and keep your database (your most valuable asset) clean at all times. DAMs and MRMs can generally be consolidated into a robust marketing automation system.
1.3 Social + Relationships
Just as important as content and experience is for nurturing leads and managing your database, your CRM and customer success system is a crucial component to your overall tech stack.
· Call Analytics
· Account Based Management (ABM)
· Events, Meetings + Webinars
· Social Media
· Loyalty + Referrals
· Customer Experience + Success
· Customer Relationship Management (CRM)
1.4 Commerce + Sales
More important for B2C business. The goal here is to provide your consumer the greatest user shopping experience both on and offline.
Key subcategories any B2C business should consider:
· Retail Marketing
· Partner + Local Marketing
· Sales Automation, Enablement + Intelligence
· Affiliate Marketing
· Ecommerce Marketing
· Ecommerce Platforms
Helps measure the effectiveness of their campaign initiatives.
· Audience + Data Enhancement
· Marketing Analytics, Performance + Attribution
· Mobile + Web Analytics
· Data Visualization
· Customer Intelligence
· IPaaS + Tag Management
· Data Management Platform (DMP)
· Predictive Analytics
· Customer Data Platforms
1.6 Internal Management
· Talent Management
· Product Management
· Projects + Workflows
· Agile Management
· Vendor Analysis
7. Align Marketing with IT
· Designate a cross-functional advocate: In smaller companies, this can be your marketing technologist, automation user or somebody in demand generation.
· Involve IT in strategic planning: This is especially important when it comes to managing your data across multiple platforms.
· Expedite vendor assessments: bring your IT into the research discussions, especially when it comes to considering the possibilities from an integration and production standpoint.
· Digitize the business: this involves getting every member of your marketing team (traditional and digital) to become digitized when it comes to developing cross-functional marketing programs and unifying your strategy.
· Create a marketing analytics portal:
· Generally ranges from 10-40% of forecasted annual recurring revenue (ARR).
· Median sales and marketing spend vs. projected growth rate hovers around 28%.
· Identify the big-ticket channels (events, some in advertising, content, or experiential), and then work backwards.
· Increased technology costs ultimately impact the cost of customer acquisition (CAC) and customer lifetime value (CLTV).
9. Early Stage Startup/Growth Hackers Budget
www.Growthhackers.com and Definitive Guide to Growth Hacking (https://www.quicksprout.com/the-definitive-guide-to-growth-hacking/)
Setting up $100,000 marketing tech stack for under $100 (http://ozcontent.com/blog/ultimate-content-marketing-stack/)
Look for low-cost single function platforms. Hubspot for startups ( http://www.hubspot.com/startups ) gives 90% off discount on the platform.
10. Early Stage Startup/Growth Hackers Budget
Well funded, but have company size less than 500.
Common investments are in:
· a CRM platform (i.e. Salesforce)
· a marketing automation platform (i.e. HubSpot)
· a web experience platform and/or e-commerce platform (i.e. Shopify)
· a social management platform (i.e. Hootsuite, Buffer)
· an analytics platform (i.e. Google, KISSMetrics)
Check www.BuiltWith.com to learn more about what other company’s use for their tech stack.
If you are unsure (budget, bandwidth), consider all-in-one options like HubSpot.
Check 80/20 rule of software purchases (http://www.virtualhold.com/documents/white-papers/VHT_Best_of_Breed.pdf)
11. Enterprise-Level or Large Corporations
IT starts working closely on integrations.
ExactTarget, Adobe or Oracle’s Marketing Cloud.
12. Capability Cluster
4 Topologies of Marketing Tech Stacks (http://chiefmartec.com/2015/05/4-topologies-integrated-marketing-technology-stacks/)
Many companies have 5 or so platforms as part of their stack,
· a CRM platform ( i.e. Salesforce)
· a marketing automation platform (i.e. Marketo)
· a web experience platform and/or e-commerce platform (i.e. Magento)
· a content + social management platform (i.e. NewsCred)
· an analytics platform (i.e. Google, KISSMetrics)
Oracle, Salesforce, HubSpot, and Marketo are looking to develop their own “ISV ecosystems,” essentially destroying the marketing tech stack altogether.
13. The Ultimate Marketing Technology Stack
1. Tag Management System
2. Analytics + Tracking
3. Mobile Optimization
4. Customer Relationship Management
5. Marketing Automation
6. Conversion Rate Optimization
7. Data Management Platform
8. Remarketing + Retargeting
9. Search Engine Marketing
10. Social + Content Tools
Grade your stack here: https://www.grademystack.com/
Stack investigator tool: www.Siftery.com
Gartner Digital Marketing Transit Map
Spacey Campus/ Galaxy Map
Landing Page – https://instapage.com/blog/landing-page-marketing-stack
Content Marketing – https://hub.uberflip.com/grade-my-stack/how-to-choose-content-marketing-software