Guide to Building a Marketing Tech Stack to Scale Your Business

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As your company expands, it acquires more customers, clients, data, and processes. It’s no secret that businesses today rely on many different tools to reach their target audience. However, the average company manages hundreds of apps at once and is constantly updating software.

How do you keep your business running while juggling increasing tasks and marketing demands? A marketing tech stack is the solution. It allows you to manage and improve your marketing operations easily.

What is a Marketing Tech Stack?

A marketing tech (MarTech) stack is a collection of software or platforms used to manage, track, and optimize marketing strategies. A marketing technology stack can include anything from web analytics software to social media tools to customer data platforms (CDPs) and beyond.

You might be wondering how this is used; well, to summarize, marketing technology is used to automate repetitive marketing tasks, track the success of your marketing campaigns, analyze and interpret strategy results, collect and store customer data and optimize your marketing strategies and results.

By putting together a marketing technology stack, you can create a powerful collection of marketing tools that will allow you to manage your marketing strategies easily.

Do you really need this for your business? Definitely.

A marketing tech stack can help you save time and resources, which means lower costs and more time doing valuable work that generates revenue. You can track and analyze your marketing campaigns, which will provide you with a starting point for making adjustments and eventually driving more revenue. Finally, marketing technology can help collect and store customer data, giving your company more opportunities to implement tactics like personalized messaging that resonates with your audiences and increases conversion rates.

Step-by-Step Guide to Building a Marketing Tech Stack

There is no one-size-fits-all approach to building your MarTech stack. Your company is unique, and your ideal marketing stack will look different from everyone else’s. To build your very own, here are steps to take:

Consider your primary marketing strategies and objectives

Before you begin selecting platforms, please consider your current goals and any primary marketing strategies you already have in place.

Do you, for example, want to increase traffic to your website through organic search results? In this case, you should include a search engine optimization (SEO) strategy, potentially with a savvy SEO tool.

Because your goals will ultimately influence the technology you invest in, it is critical first to establish your goals and strategies.

Survey your team to learn about their challenges and skillsets

Sit down with your team and learn about the difficulties they face in carrying out their daily tasks.

What adds time to their workflow? What is making their job more difficult?

Perhaps your sales team finds it difficult to track down contact information, making it difficult to reach out with sales pitches. In this case, you’ll want to look for a platform that allows you to collect and store client and customer information for your entire team to access easily, potentially in a customer relationship management (CRM) tool.

When constructing your MarTech stack, your current challenges are just as important as your goals and primary strategies. You should also keep in mind the skillsets that your team already has to make sure that all tools are collaborative or to pinpoint any specific training that will be needed.

Create an estimated budget

Before you begin researching tools, consider how much money you have to spend on your MarTech stack. You don’t want to spend all of your money building your dream MarTech stack only to find out it’s too expensive to actually pay a resource to manage them for you.

There are several approaches to this. You can set a budget for each tool or strategy. You can also set a budget for the entire team on a yearly, quarterly, or monthly basis.

Your budget will determine how much you can spend on software and will help you narrow down your options for tools and platforms.

Learn about the tools you’ll be adding to your MarTech stack

Now that you’ve decided on your strategies, tool ideas, and budget, it’s time to look into the actual products you’ll include in your stack.

When looking for the best software for your business, look to helpful blog posts and articles to get a general idea of what’s available.

Do all of the tools speak seamlessly to each other?

When researching software, consider its price, the number of users you’ll need to have access to it, features, integrations, cancellation policy, and reviews.

Examine the effectiveness of your technology stack

You don’t want to end up with a MarTech stack that isn’t being used. Always evaluate the success of your tools, such as whether they streamline workflows effectively, automate tasks, and assist your team in doing their work more effectively.

If not, there is no shame in canceling your subscription and seeking a different solution. Examine product curation posts or look into individual tools mentioned by other marketing leaders.

Getting Started with Your Marketing Tech Stack

Your marketing tech stack makes all the difference, from increasing scalability to standing out among competitors.
Choosing the proper tools can take time and effort. However, once you’ve found the right mix, you can start running your business more efficiently while improving your marketing performance.

Do you need assistance building your perfect MarTech stack? We’ve got you covered.