How Does Your MarTech Stack Stack Up?

Welcome to the modern marketing era where achieving business success not only depends on what you offer but how it’s all presented.

Say hello to the incredible world of marketing technology, affectionately dubbed “MarTech” in the marketing world. Grouping all of these technologies together makes MarTech stacks.

Marketing technology stacks are tools – think analytics tools and management platforms – that make your marketing operations a more streamlined process (so you aren’t left crying in a corner, rocking back and forth, or pulling out your hair).

Whether you’re a small business or a larger company, building a comprehensive MarTech stack is like assembling a bunch of superheroes – each tool has its own unique “gift” to make your job easier.

Start With a Blueprint by Defining Your Goals

First things first, when you’re venturing into the exciting world of MarTech stacks, take a minute and define your business needs and goals. What do you want to achieve with your business? Is it lead generation, ramping up the customer experience and engagement, solidifying workflows, or driving your sales through the roof? Having a clear objective can guide you throughout your marketing journey.

If you’re a small business, keep it simple when scoping out marketing tools. Get a user-friendly customer relationship management tool (CRM) like HubSpot or check out email marketing platforms like Mailchimp (tools with email marketing automation are especially helpful).

Pricing varies between marketing tools, so investigate which is best for your goals — and budget. You can always upgrade to a paid status once you know what’s working for you. Larger teams tend to require a more holistic approach, seamlessly integrating marketing tools across multiple departments.

Search Engine Optimization (SEO)

There are plenty of keyword research and SEO tools out there to up your organic traffic game, including Ahrefs, Moz, and Semrush.

One feature on Ahrefs is the website “authority” checker, which is fantastic when you’re writing a blog. The higher the Ahrefs score, the better your external link game.

Web Analytics

These types of marketing tools pull marketing data like traffic from your website and mobile app to make reports. That info helps you determine if you’re marketing strategy is working. SEO marketing tools kind of marry web analytics, too, so there can be a little overlap.

Semrush lets you do everything from social media marketing to content marketing, SEO, competitor research, and PPC (pay-per-click).

Google Analytics is a service from Google that does everything you need – like tracking how many pages a visitor visits while on your website and how long they’re on your site. You can link your analytics account with your Google Ads account to track those metrics, too.

Email Marketing Software

Create and schedule emails to nurture your audience. Email software helps you see metrics like click-through rates and open rates to check email campaign performance.

MailChimp, Constant Contact, and Klayvio are all versions of email marketing software that let you perform a/b testing on things like the send time or subject line.

Social Media

Once you create your social posts, you can schedule them for posting and keep track of metrics, just like with email marketing software. Hootsuite is a popular social media marketing tool that helps you create content and plan your posting.

The interface is a dashboard. You can integrate multiple social media networks like LinkedIn, Facebook, TikTok, YouTube, Instagram, and X, which makes planning your content calendars a bit easier.

Customer Data Platform (CDP)

Want a clearer picture of your customers’ journey to capitalize on personalized and targeted marketing efforts? Try a CDP, a centralized software that collects customer data and then organizes it to create a customer profile.

Salesforce is a great option. It uses AI to segment customer data while guiding users to create personalized customer interactions. But wait – it gets better. All of this data is collected in real-time from different touchpoints, be it mobile, retail, web, advertising, or phone.

Content Management System (CMS)

A content management system is the digital architect behind a seamless workflow on a website, from creating to publishing content. A CMS enables users, whether they’re just starting out or seasoned pros, to easily create, edit, and organize digital content like text, images, and multimedia.

You’ve probably heard of WordPress, which is an example of CMS. With WordPress, you have SEO features, security, customizable themes, and workflow tools. It’s not too scary, right?

Digital Asset Management (DAM)

When you have software that securely stores, organizes, manages, and shares digital files and assets throughout an organization regardless of size, you have a DAM.

Brandfolder is used by heavy hitters Under Armour and Snap, among other large clients. You can upload, store, share, and organize all your digital and branded assets from a single, secure location. Pricing is customized and based on your company’s unique set of needs.

Identify What You Need to Avoid Overspending

Building your MarTech stack doesn’t have to break the bank. Remember, the most expensive tool isn’t always the best fit for your business.

Prioritize Essential Digital Marketing Tools

Begin with a foundational tool like a CRM and email marketing platform before investing in more advanced or specialized solutions. Focus on meeting your immediate needs and add more marketing tools as your business grows.

Get Competitive With Pricing

Do your research and look at precinct structures on different marketing channels and automation tools. Look for transparent pricing models and beware of hidden costs, like additional fees for use licenses, storage, or premium features.

Consider Free or Low-Cost Options

A lot of the MarTech providers out there offer free or freemium versions of their tools, especially for startups and small businesses. Take full advantage of these options to assess the suitability of a tool for your needs before committing to a paid plan.

Audit Your Stack

Review your MarTech stack to ensure each tool continues to contribute meaningfully to your business objectives. Remove or replace marketing tools that are no longer necessary or aligned with your goals, preventing unnecessary ongoing expenses.

Keep Scalability in Mind

Choose tools that can grow with your business. Start with a more budget-friendly version and upgrade as your needs evolve. No one wants to pay for features they don’t need yet (if ever).

Train Your Team

Invest in training programs to ensure your marketing team members, from the CMOs at the top all the way to the sales team, are proficient in the MarTech tools you choose. Well-trained marketing teams can maximize the value of the tools, preventing costly mistakes and the need for additional support.

Stay Updated

Keep informed on updates and new features provided by your MarTech stack. Sometimes, existing features or integrations may meet emerging needs, saving you from acquiring additional tools and incurring extra costs.

Start Your Marketing Activities With Us

Now you have a better idea of what’s out there, making up the marketing technology landscape. It wasn’t so bad, was it? If it was, that’s okay. Marketing tech stacks can seem like a lot.

We can help you build a specialized marketing campaign. After all, we are marketing leaders with a team of project management experts, copywriters, inbound marketers, graphic designers, and more ready to help companies reach their goals. No matter the marketing processes and goals you’re after, iSynergy can help. Connect with us today, and we’ll use our established MarTech stack so you can meet your marketing goals.