Today’s marketing environment is undeniably busy. There are so many tasks for digital marketers to perform that it’s almost impossible to get everything done without the right tools. Marketing automation and other systems make sure marketers have a better ROI on their marketing efforts.
In this digital era, a marketing technology stack is fundamental to your success as an online company. Marketing technology stacks are a group of software that make up the technology behind your organization’s marketing. There are many tools your marketing team will want to use to build a successful stack.
What is a Marketing Technology Stack?
What’s a Marketing Technology Stack? Well, it’s a cluster of tools that many digital marketers use to perform their tasks efficiently. Every business needs their own stack in order to prioritize their needs and use the appropriate tools. Some common marketing technology stacks are analytics platforms, customer relationship management (CRM) software, and email marketing.
For example, enterprise businesses are usually more complicated than startups or SMBs because of their budget size, the involvement of many departments, the need to serve a larger customer base, and the maintenance of many more websites and mobile apps.
There is no one-size-fits-all in marketing technology anymore. The new world of marketing is interested in mixing and matching different tools to create their own personal stacks. There is no shame anymore in not picking just one marketing technology. Brands are now much keener on mixing and matching to create their own personalised stacks.
Why Should You Invest in a Marketing Technology Stack?
It’s undeniable that Marketing Technology (‘Martech’) is booming. In fact, martech vendors are popping up at a staggering rate. Every time, with newer and more innovative solutions.
Businesses are trying to find the right marketing technology. A troubling statistic? 50-65% of marketing executives plan to spend more in this area in the next year. In total, marketing software spending is set to hit $32 billion by the end of this year.
It’s clear that marketing technology stacks are here to stay, so if you’ve been hesitant to use them, it’s time to make the leap.
Creating your own Marketing Technology Stack
Before you start researching tools, first do your research. You need to think about which tools you need to reach your goals and why. Then, you should think about how much money you have for these projects, as well as who will be managing them.
Top Tools For Your Marketing Technology Stack
When it comes to marketing, it’s important to have a good mix of different tools. Below, we’ll cover 5 key categories that every business should start out with: email marketing, social media, CRM, analytics and collaboration.
Email Marketing Tools
Emails are a fast, efficient, and cost-effective way to boost sales and build up your brand awareness. The ROI on email marketing is much better than on other channels, such as print advertisements or TV ads. Emails also foster a sense of trust among customers that you might not find with any other marketing channel.
Mailchimp is a very useful email marketing tool that integrates with other apps and services. For example, Mailchimp can sync your data from other services, import content created elsewhere, and tell you how your campaigns are shaping your business.
2. Campaign Monitor
Campaign Monitor is a great tool for putting together email marketing campaigns to reach and engage your audience. With Campaign Monitor, users can design emails using their template editor. Alternatively, you can use the drag-and-drop segmenting tool to create different campaigns with different contacts. A/B testing is also a great feature that helps you to optimise your test subject lines, sender details and email designs.
Beginning with EngageBay’s comprehensive set of marketing tools, you can take things to the next level. This includes email marketing, marketing automation, email template builder, landing page builder, and more. With these tools on your side, your team will be unstoppable.
AWeber offers a number of features to improve your email marketing. With their drag-and-drop editor, you can easily create automated emails, and the high quality autoresponder ensures that subscribers always get your latest messages. You can also use the subscription forms on your website, blog or Facebook page.
SendGrid is a powerful tool that can help people develop and send emails. It’s often used by developers because it’s so easy to use. SendGrid lets you know the status of your email, how many times it was opened and even if it was sent to spam. You can also see stats about who unsubscribed or got your email in their spam folder.
Customer.io is a powerful new tool for email marketing, which can be used by people in varying roles throughout a business. With this software, marketers, product managers, and growth hackers can send targeted emails to website visitors or app users depending on their activity.
Social Media Tools
The days of maintaining your social media presence on top of a marketing stack is done. There are now specialized tools that will help you stay on top of conversations, curate content, and schedule posts – all at the same time. While many people are still using an outdated marketing stack, it is time to upgrade to a more efficient automated process.
Hootsuite is the social media management tool you need to make your marketing campaigns a success. The dashboard makes it easy to collaborate, post, and measure the impact of posts. With Hootsuite, you can see what works for your industry and adjust your strategy accordingly.
Buffer is a handy content management tool. This service makes it incredibly easy to schedule posts and track your content’s performance in one place. Buffer allows you to make your social media more accessible and less time consuming, which is great for small businesses. You can instantly see which posts are performing best so you know what to do more of. Eventually, this will help you grow your following more easily on social media and keep them engaged.
Creating branded visuals is the key to success on social media. A company’s message will be remembered more with a logo, website, or video. Renderforest is an all-in-one branding platform that offers logos, websites, videos, and so much more. It helps you grow your brand by making branding available for everyone.
10. Sprout Social
You want to get to know your customers. Sprout Social is a powerful suite of social media analytics tools that helps small and midsize businesses do just that. You’ll gain all of the data you need to understand how your customers are engaging with your content, social media, and competition.
Buffer is an online marketing tool. It offers a Content Management Platform so that brands can schedule posts and track the performance of their content all in one place. Brands can also keep up with their social media accounts. With Buffer, you can see which posts are performing the best, so you can do more of what works and increase engagement.
CRM software is now a necessity for most businesses. It’s the best way to avoid information silos and make sure all employees have access to the customer’s information. In some cases, CRM software is even an efficient way to get a comprehensive view of the customer. And with this sudden surge in popularity, there are many types of CRM software on the market.
You may have heard of SalesForce CRM. With the largest market share, it combines lead management, marketing automation, sales data, and partner management. It has a very useful visual workflow that can help you easily prioritize your deals, discounts, and expenses.
13. Microsoft Dynamics 365
Microsoft not only makes software for computers, but for customer relationships, too! Microsoft Dynamics 365 is a CRM platform that helps consumers to better manage their relationships with potential and current clients – from lead tracking to sales to mobile and cloud-based business applications. And as the name might’ve given away, Microsoft gives users a 360-degree view of their customers.
14. Sugar CRM
Sugar CRM is the world’s only open source CRM software and has plenty of customisation options for retailers. This CRM has an open API and responsive mobile apps, which are available for Android and iOS. With a huge amount of experience behind it, Sugar CRMs can be a great option for your business.
15. Freshsales CRM
Freshsales CRM, part of Freshworks, is a customer relationship management hub that helps sales teams manage their business. Interestingly enough, this software was created to solve the problem of managing multiple customer processes. It does so by integrating seamlessly with other Freshwork products.
16. HubSpot CRM
HubSpot CRM is a powerful CRM software that both large enterprises and smaller, but savvy companies can benefit from. It includes all basic functions of CRM software and allows for the tracking of company activity, including contacts and company profiles, assigning & tracking deals, and managing all that data in a detailed dashboard.
Analytics tools are often forgotten about. Many marketers use them to measure the effectiveness of other marketing tools (and not as they were intended). This is unfortunate, as they should be used to fine-tune marketing activities and help businesses make better marketing decisions.
17. Google Analytics
Google Analytics is, by far, the most popular web analytics tool on the market. This free Google service provides detailed metrics on trends and user flows. Google Analytics has a powerful algorithm that provides personalized advice to help you grow your business and make more money with customer data.
Mixpanel is a powerful analytics tool that really focuses on the customer experience. This tool provides targeted communication with visitors using e-mails and smart notifications. Additionally, you can survey your customers and share the results in less than 10 minutes.
We recently stumbled upon a great customer feedback tool that is designed for the digital age. Mopinion helps marketers collect and analyze both website and mobile customer feedback, with a mobile SDK. It has an easy-to-use interface and enables marketers to build, design and configure feedback forms however they like.
Clicky is an analytics tool that not only tells you how many downloads and pageviews you have, but also collects Twitter stats. It even provides insights into conversion rates and shows heatmaps of a site. If you upgrade to Clicky’s premium version, you will get access to other tools such as campaign & conversion tracking and heatmapping.
If you’re team focuses on working together and avoiding mistakes as a team, then collaboration software might be exactly what you need. With these tools, you can work around the journey together with your team, resolving common challenges before they happen.
Trello is an online tool that is perfect for teams to use when they want to stay on the same page. Trello is typically used by agile software dev teams to plan their tasks and projects, but it can also be used by other departments such as marketing, sales, HR, and support.
Slack is a powerful team messaging and project collaboration software. Private and public channels facilitate conversation, organization-wide or not. Messages can be archived for later review, and projects are saved and searchable. A fantastic way to make your team more efficient!
Evernote is an all-in-one note-taking, list-making and to-do app for companies that want to capture ideas and never be off track. All notes are accessible from any device as well as from the Evernote platform. It’s easy to search for files in the app, so you’ll never lose an important document again!
Jive is a powerful collaboration software that connects teams and upper management. With tons of features and capabilities, this software helps businesses to achieve strategic alignment and increase productivity for employees and teams.
Asana is an app that manages projects and tasks, with the added bonus of empowering project teams to work together. It also allows you to create customer journey maps and keep track of their progress. Team members can be added to projects and tasks, and there is the ability to share files and communicate with them, which eliminates any confusion.
Get your Marketing Technology Stack Organised
While it’s hard to cover all the options, this list is a good start. It’s also important to mention that there are many more marketing technology categories to research for your marketing tech stack. Keep in mind that there are SEO tools, advertising tools, and content management software available.