MarTech Stack: find out what it is and
how to use it in your business

MarTech Stack It is an integral part of digital marketing. However, it is not easy to implement due to the complexity and lack of knowledge that many businesses have about technologies.

The goal for any business should be twofold: first, they need to know which technology will work best for their campaign to be successful. Second, there needs to be an understanding among the team about how this software actually works. So that they cannot blame bad results on lack of knowledge or ignorance.

But, after all, why do you need to use this concept in your business and what are the benefits of this method? That's what we're going to talk about in this article!

MarTech Stack refers to a stack of technologies for marketing. Basically, it is a set of tools that marketers use to manage, execute, measure and improve their marketing efforts.

Unlike enterprise resource planning (ERP) systems or human resources (HR) systems, which are typically a single integrated technology package from one vendor, a MarTech Stack is made up of several point solutions, addressing a specific challenge or objective.

This technique is used by marketers to run their marketing campaigns. For example, the marketing professionals use software to automate marketing tasks and collect data so they can gain insights related to campaign activity and its impact on customers.

For example, let's say your team spends a significant amount of time emailing customers. The action feels repetitive and is pulling people away from more urgent tasks. You can choose to use software email automation, so that less time is spent sending emails.

In short, marketers use technology to make their jobs easier and understand their success levels. This front that marketing professionals use in their campaigns is known as marketing technology stack.

We know that each business has its problems and needs, but some points are common. Basically, they need:

Conventional thinking is that marketing tools can be a practical solution to a company's problems. However, this has been demonstrably false as most of the time they take business on a path that takes years before it recovers again.

This refers to businesses purchasing software packages with high expectations and largely because these programs have increased their teams' time requirements or even the skills needed to make things run smoothly.

Platforms that are being used by different employees, who must learn how to use these tools individually without any guidance - can make planning difficult to execute.

Furthermore, marketing technology stack is used directly or indirectly by many different organizations and functions across the enterprise. Basically, it is present in the following processes:

Teams responsible for customer acquisition leverage multiple components of the MarTech Stack to manage and execute digital marketing, affiliate and partner marketing, events, app and website optimization, and more.

Brand marketing and communications professionals use tools within the MarTech Stack to manage their brand presence and marketing strategy across social media, as well as PR agencies and traditional mass media such as broadcast TV and radio, as well as print media.

Marketing operations teams — an increasingly important function in most modern businesses — use the MarTech Stack to manage and monitor marketing campaign performance, gather insights from customer and other marketing data, and support the extended marketing team in making optimal strategic and execution decisions when it comes to deploying and improving marketing efforts.

Sales teams use the data captured in the MarTech Stack to better understand the wants and needs of potential customers. This is relevant in both B2C and B2B marketing.

Where the sales rep can use insights into customers' interests, behaviors, the offers they respond to, the communication channels they prefer, and past purchase history to recommend the next best products and services as part of a more likely offer to win the sale.

Modern marketers are increasingly tasked with increasing customer loyalty and implementing initiatives to reduce customer churn. Customer service interactions are often where loyal customers are gained or lost, and early signs of churn can be identified.

Additionally, service interactions can also market new offerings to customers, especially when those offerings are personalized based on previous behaviors and interactions. This is why more and more service and support processes are integrated into MarTech stacks so that key customer data and insights can be passed between them and acted upon.

New product development teams play a critical role, especially when marketing complex or considered products — such as financial services offerings or sophisticated technology.

These professionals use the MarTech Stack to manage and deploy content marketing techniques that educate potential buyers about the usefulness and value of their products. They also use technology to monitor and manage coverage and sentiment among the press, analysts, and other influencers related to their product offerings.

Follow the next steps to build your marketing technology stack:

1. Understand your needs;
2. Identify the technology you already have;
3. Score competing tools according to your requirements;
4. Carry out a budget analysis;
5. Check the integration possibilities;
6. Experiment before committing.

For the MarTech Stack concept to be truly relevant and efficient for your business, it must provide some essential points:

A integration between tools can be crucial to the success of your business. This will ensure that the business obtains all possible information and functionality, which in turn will lead to greater efficiency as well as more agile workflows for the teams involved.

One of the most important things about a database is that it should only have one copy, avoiding any duplication or confusion. In addition to being simpler just for data mining, this will also help to extract the best information, bringing more intelligence to the business.

The information age has brought a new type of consumer. The modern businessman demands immediate responses and feedback, not only from his customers, but also within the business itself. They want to always be up to date with what is happening. And have constant communication in this environment, where anything can happen.

In order for ROI, ROAS or other marketing KPIs to be monitored, it is necessary to provide comprehensive and easy-to-understand reports.

To communicate with a large part of your target audience, your business needs to make sure that the tools are capable of reaching them across your various channels.

The success of some technologies used by MarTechs, is almost directly linked to the quality of the technology stack used. To get started, your business will need at least these tools:

As Web Technologies is one of the first solutions acquired when starting a MarTech Stack. It performs an identification and verification process for all users who access your website, as well as understanding what interests them, verifying information such as location or navigation within that web page.

Websites and landing pages must be easily modifiable to the demands of your business. A CMS - Content Management System - works as an easy-to-use central control station for publishing content, without any complicated coding knowledge or design skills required.

Customer relationships are no longer static, today they are dynamic and depend on direct and frequent contact. To plan these interactions with consumers, it is essential that your business uses a CRM - Customer Relationship Management - in order to properly account for all your customers' information.

O e-mail marketing campaigns It's still an important part of modern business, and with the right technology it can be effective. Even though many companies use outdated tools like basic email templates for their campaigns.

These tactics work because they're part of larger strategies that focus more on storytelling than anything else - this style tends to resonate better in today's connected world, where information about products often comes first from consumer feeds. media.

Social media is a powerful tool for business, but it can be difficult to keep up. A solution that aggregates all information in one place makes managing multiple accounts much more efficient.

We hope this content has been useful for you to have a general overview of the MarTech Stack concept. And, if you want to understand more about the topic MarTech and how these new agencies can enhance and elevate your business to another level. Access the link below: