Marketing Technology Stack

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Content
What is this?
MarTech Stack Construction Principles
How to build a marketing technology stack?
The process of creating a technology stack
Conclusion
Marketing technologies are the tools that a marketer uses in his Telegram door work to achieve his goals. However, in our high-speed time, the number of existing solutions is growing daily. In the West, there are already about 7,000 of them! How not to get lost in this chaos? How to choose technologies specifically for your business? And finally, how to organize their joint productive work? The need for proper organization and unified management of all services led to the idea of ​​creating a marketing stack.

What is this?
In other words, it is a “portfolio” of all services used by the company. Starting from the well-known Google Analytics and Yandex.Metrica and ending with complex platforms for accumulating and exchanging user data, with full-fledged end-to-end analytics and call tracking .

The concept of a stack is that the technologies within it do not exist on their own. They are subordinated to one goal and work as a single mechanism to achieve it. Thus, the idea of ​​a stack is based on interaction and automation.

The choice of marketing tools is always based on your business: its specifics, goals, sales funnel, etc. However, there are principles that will help you gather all your tools into a single system - organize and debug the work of your stack.

MarTech Stack Construction Principles
1. First principle
The first principle of creating a MarTech stack is based on the types of activities: content marketing, sales, upselling, data collection and analysis. Below is an example of such an organization - the Brainshark stack:


2. The second way
The second way is to build a stack of stages of the marketing funnel, which moves a potential client to the status of “current client”.


3. The third principle
The third principle is based on the user (or client). In our opinion, this is the most successful way to organize the marketing stack. Let's consider it in more detail.

In the center is the client, who is segmented into types (Customer, Partner, Seller). Further, the states possible for each type are designated (I renew, I install&use, I shop&buy, I'm aware). In accordance with each type of client and its state, the services used. And at the bottom of the diagram are the key elements of the system: platforms and services, which are the "heart" of the marketing stack.


Looking at the Cisco stack, there is no doubt: the integration of platforms and systems takes customer service to a new level. All information on each client becomes available: from the first interaction to the last. This allows you to better understand your audience, adjust the product, website or marketing strategies in a timely manner.

Visualizing your stack is not that difficult: you need to gather all your tools and choose one of the principles of stack organization. Let's try to do it together.

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The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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How to build a marketing technology stack?
There is no specific template for visualizing your marketing tech stack, which opens up opportunities for your creativity!

There are two principles to follow:

— logical organization of the stack;

— visual design of the stack.

Below is an example of a visualization of the weather intelligence company Earth Networks stack. In our opinion, it couldn’t be a better brand metaphor!


The process of creating a technology stack
Identify all the marketing tools you use. Collect them into a single diagram, then design it visually.

Even if you think you only have a few products, consider all the other related programs, services, and tools. For example, for webinars, advertising, team management, and even specialized web services. Maybe you use one product as your main platform, with other products that connect to it?

Showcase simplicity, detail, breadth of capabilities, and synergy across tools in your marketing technology stack. As an example, see how our marketing technology stack is organized: