The pandemic has accelerated the share of digital and digitally-enabled products by seven years, so the functionality became a “must-have” for companies. The businesses are developing at high speed and understand that they have to boost their marketing efforts if they want to stand out among the competitors.
The best way to do so is to implement technology because it automates and simplifies the processes, making the innovation your company’s trump card. However, choosing the right tools might become quite a challenge. That’s when a marketing technology stack comes into play.
What is a marketing tech stack?
Usually, when people use this term, they refer to a set of technologies the marketers and businesses use to optimise and improve their marketing activities. It can be applied for a handful of marketing activities, from lead generation to social media content planning. Since it’s a group of technologies, they provide a more coherent view on the business and streamline the processes.
When leveraging a marketing tech stack, you establish a more personalised communication with the customers, effectively analyse the performance of marketing campaigns, and ensure more effective spending.
Why consider investing in a marketing technology stack?
The “Martech” space includes over 8,000 tools, and the number of vendors offering top-notch marketing innovations based on current trends is mind-blowing. Having too many choices might put you in a position where you focus on too many things at once, trying to stay ahead of the technologies, but end up feeling scattered.
That’s why it’s critical for marketers to establish clear goals and identify their strategies. Defining the most appropriate technologies that complement the company’s strengths will undoubtedly help it skyrocket.
Some of the most noticeable benefits of implementing the rights tech stack include:
- Enhanced competitive ability.
- Gradual increase of your marketing efforts.
- Operation in a united ecosystem instead of discrete platforms.
- Effective collaboration due to the function of data sharing.
- Arrangement of personalised experience to the customers.
If you have hard times trying to decide what tools will be the right fit for your case, start with defining your target market. You will choose the communication channels and techniques to reach out to them, so that’s the primary thing to do. Let’s see what technologies marketers usually consider essential.
What elements does a great marketing tech stack include?
Content management system (CMS)
This is a technology that helps marketers engage their customers and powers a handful of web properties, including websites, blogs, and landing pages. With it, you can host all the digital content, like text, designed images, or videos in one place without building out new code from scratch. The most widespread examples of CMS are HubSpot CMS Hub and WordPress.
Customer relationship management (CRM)
The tool tracks all the customer relationships and provides useful insights on advancing your marketing campaigns. It helps to achieve alignment within the organization by bridging the gap between the marketing and sales departments. You can use it to keep an eye on the revenue and sales pipeline. Probably, one of the most popular CRMs is Salesforce.
Advertising and SEO
You can enhance your organic search rankings and attract more customers because they will see your link on top of the list. It aids in understanding how to make your content more engaging for the users and advances digital growth. It provides the opportunity to make your decisions more confidently based on keyword search, backlinks building, and analytics. Notably, Ahrefs and Semrush are sought-after tools for search engine marketing.
Personalized messages can go a long way, so don’t forget to leverage marketing automation software to automate lead generation, social media, and email marketing workflows. It’s a key customer communication channel, and HubSpot can help you break new ground.
Insights and analysis
It’s critical to evaluate the impact of your digital marketing activities, so most companies usually have basic website analytics tracking tools. However, in some more advanced cases, companies build data warehouses, which helps them pull the received data together and make the reporting more accessible. Google Analytics and Spring Metrics are considered the most widely used web analytics web tools.
Social media
Social media presence and various campaigns focused on social engagement can boost the marketing efforts and bring great results. Besides, LinkedIn and Facebook are suitable for ads because you can schedule the posts for several days in advance and focus on developing your creative strategy. You might consider using Buffer, Hootsuite, or Sprout Social as a social media management tool.
Collaboration
Project management software aids companies in making their processes more streamlined, helps manage workflow more effectively, and keeps all the necessary tabs in the same place. It’s a great way to stay more organized and constantly monitor the project, introducing the adjustments right when the issue occurs. Such tools allow you to be on the same page with the employees and be aware of what’s happening inside the team.
However, if you don’t have enough time to monitor the employees’ performance and do all the human resource management-related tasks, Qubit Labs can help you out. This offshore development centre helps businesses find the right developers for their projects and takes on various tasks.
If you have no experience in working with such companies and aren’t sure whether their services will fit your budget, check out the article about the average hourly rates for offshore development services to find answers.
Experiential marketing
Virtual events, conferences, and webinars have never been as popular as they are nowadays. So, take your chance to implement event marketing into your business strategy and move beyond traditional monologue to real-time conversations.
Experience optimization
Making marketing campaigns more effective and utilizing personalisation software is a prerequisite to success. You can provide the best experience to your customers and notice whenever their preferences change and unify brand messages and identity across all channels.
Wrapping up
Considering the “Martech” headlong growth over the past year, leveraging the marketing tech stack can make you a jack of all trades. If you integrate the right technologies together, they will complement each other’s performance, increase customer engagement, and give rise to revenue. Besides, you will get a comprehensive image of your customers and understand how they perceive your marketing efforts.
