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A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Often, the focus of marketing technologies is to make difficult processes easier, and to measure the impact of marketing activities and drive more efficient spending.
The marketing technology landscape is rapidly evolving, with hundreds of different software technologies crowding an ever-increasing number of categories. In a recent survey CMOs, 27% were concerned with staying ahead and taking advantage of these digital technology trends (Source: Korn Ferry).
With so many choices, it’s essential for marketers to have a clear understanding of which technologies are most fundamental to their business goals and to understand how technology can help them positively affect their business.
The type of business you have will also impact which technologies you might find important, and how they should be organized. A key difference is whether your business sells its products or services to consumers (B2C) or to businesses (B2B). B2C and B2B marketers will use different channels and techniques to acquire customers, and will have varying technology needs as a result.
When assembling a marketing technology stack, it’s important to know which technologies are foundational, and should be put in place first. Both B2C and B2B marketers should consider these technologies essential:
There are many other channels that might require different levels of investment, depending on whether your marketing strategy is more aligned with B2C or B2B, and your business strategy:
It’s also important to know which skill sets and team members you’ll need to have in place to ensure that your marketing team gets maximum benefit from the technologies you have in place.
Here are a few categories marketing roles to consider when thinking about how your marketing technology will compliment your team:
In particular, marketing operations (or marketing ops) is a key role that will help enable the rest of the marketing team to make smart decisions with your marketing data. Many marketing experts advise that this is a key role to have in place when growing the team.
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