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 (aka "martech") 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:
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:
The martech stratup landscape has exploded over the past few years, and there are now thousands of vendors offering technology solutions and SaaS products for marketer problems.
One popular visualization is the Marketing Technology Landscape infographic created by Scott Brinker. The infographic started in 2011 with just under 150 companies, and had expanded to over 7,000 companies in the latest iteration.
You can click here to see the full version of the infographic below:
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