Being a successful digital marketer necessitates having the appropriate martech tools as part of your toolbox. Digital marketers need solutions that automate procedures to save time and money, assuring a solid return on marketing investment. There are a lot of tools to pick from when developing your Martech stack, from email marketing and CRM applications to analytics and project management.
What is a Martech Stack, and how does it work?
A Martech Stack (aka Marketing Technology Stack) is a collection of innovative tools used by digital marketers to carry out different kinds of marketing operations across several digital channels. Martech stacks differ from one company to the next, depending on the size of the company and its goals.
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Why should marketers be concerned about their marketing technology stack?
Hundreds of various software technologies are crammed into an ever-increasing number of categories, continually expanding in the marketing technology environment. According to a recent poll of CMOs, 27% were worried about keeping ahead of the curve and taking advantage of digital technology advances.
With so many options, it’s critical for marketers to know which technologies are most important to their company objectives and how technology may help them achieve those goals.
A marketing technology stack’s components
Which technology you think is vital and how it should be structured will be influenced by the company you are at and the company’s specific goals. The fact that your company offers its goods or services to consumers (B2C) or other companies (B2B) is a significant distinction because B2C and B2B marketers employ various different channels and tactics to attract target clients.
When putting up a marketing technology stack, it’s critical to understand which basic technologies should be implemented first. These technologies should be considered necessary by both B2C and B2B marketers:
CMS
Content management systems (CMS) allows marketers to interact with consumers via a website, blog, or other related digital assets. Advertising technology is a wide field, yet it is a critical method for marketers to acquire customers. Most will use SEM (search engine marketing), display advertisements, re-targeting, and ad tracking or attribution software. Email is a crucial consumer communication medium that every marketer should have as part of their arsenal. Email automation is sometimes included as part of the overall marketing automation or inbound marketing platform
Insights & Analysis
Insights and analysis – marketers, on the whole, need to be able to access their data to track their digital marketing efforts. Most marketers will use either in-house or third-party technologies to monitor their website and company metrics. A data warehouse may take data from a variety of systems to make it more accessible, or it can leverage content
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Experiential marketing
Experiential marketing – sometimes known as event marketing, experiential marketing is an essential part for many businesses. Virtual events, conferences, and webinars are becoming more popular, so it is critical to have the correct experiential marketing tools to handle them.
A/B testing and customization software, or systems that enable marketers to act on their data to make their marketing efforts more efficient, are examples of experience optimization.
A Few Top Tools
SEO
Search engine optimization (SEO) is a term that refers to the process of improving the visibility of a website, SEO is a popular approach for increasing organic traffic to your website to help rank higher in search engines like Google, and it often works in tandem with content marketing. Several tools may assist with keyword research and other SEO-related tasks.
It’s also crucial to understand the skill sets and team members you’ll need to guarantee that your marketing team gets the most out of the technology you’ve implemented.
CRM
Customer relationship management (CRM) may monitor marketing attribution when supporting a direct salesforce, which is generally a priority for B2B marketers. The CRM will keep track of all client interactions and reveal how marketing initiatives affect the sales pipeline and customer growth.
Social Media Platforms
Using technology to track social activity and make social participation simpler may enhance the marketing channel’s effect. Social media sites like LinkedIn and Facebook are also important parts of the advertising landscape, with many offering paid advertising choices.
When thinking about how your marketing technology can help your team, examine the following categories:
- Online marketing, partner marketing, event marketing, and website optimization are all methods for acquiring new customers.
- Social media, public relations, sponsorships, and broadcast advertising are all examples of branding and communications strategies.
- Product marketing, analyst relations, and content marketing are all examples of product marketing.
- Marketing operations (or marketing ops) – particularly campaign performance, data analysis, and insight. Marketing operations (or marketing ops) is a critical function that allows the rest of the marketing team to make informed choices based on your marketing data. Many marketing professionals recommend having this position in place while expanding the team.
Depending on whether your marketing plan is more aligned with B2C or B2B, as well as your company strategy, there are many more channels or martech that may demand more amounts of investment.
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