Marketing technology, or “martech,” refers to the tools and platforms that businesses use to plan, execute, and measure their marketing campaigns.
A marketing technology stack is the collection of these tools that a company uses to manage its marketing efforts. And as a leader, it’s important to carefully consider what tools and platforms you use to build your marketing technology stack.
4 high-level factors to consider:
1. Your marketing goals and strategy
The first step in building a marketing technology stack is to determine your marketing goals and how you plan to achieve them. This will help you identify which tools and platforms are necessary to support your efforts and which ones are not.
2. Integration and automation
As you add tools and platforms to your marketing technology stack, it’s important to consider how they will integrate with one another and whether they will support automation. This can help streamline your marketing processes and make them more efficient.
3. Data and analytics
Marketing technology tools often generate a large amount of data, and it’s important to have the right tools in place to collect, analyze, and act on this data.
Make sure that your marketing technology stack includes tools that will help you measure the effectiveness of your marketing campaigns and make data-driven decisions.
4. User experience
It’s important to consider the user experience when building your marketing technology stack. If your tools are difficult to use or require a lot of training, it will be harder for your team to use them effectively.
🛑It is crucial to understand that these factors aren’t the only ones you should be looking at when building your martech stack! So don’t stop reading just yet.
Once you’ve understood these 4 high-level factors, you must dig a bit deeper before making a decision.
But what do we mean by dig deeper? 🤔