Build your B2C MarTech Stack
A marketing stack - known as a marketing technology stack, or martech stack - is a group of software tools that marketing professionals use to manage, execute, measure, and grow their marketing efforts. These tools are used to support and address needs of marketers at each stage of the funnel - attract, engage, analyze, optimize.
Why you need a martech stack
A Martech stack allows for simple tasks to be automated, workflows to be streamlined, decision-making to be data-driven, and helps marketers to improve customer engagement and campaign performance.
Who uses a martech stack?
Martech stacks are used by customer acquisition teams, brand marketing and communication teams, marketing operations, product/design, and sales/customer success. In my experience in marketing, martech stacks are primarily used to manage and deploy content to customers, tailored often to those customers based on where they are in the sales and marketing funnel. As marketers, we use these tools to educate our online audiences, attract prospects, and provide continuous value to current customers, driving loyalty and retention up.
Components of the Martech Stack
The martech stack is a crucial part of any strategy because it allows marketers to automate, manage workflows, collaborate internally and cross-functionally, strengthen search optimization, view and read analytics, and take action more efficiently and effectively.
Looking to build your own martech stack? Here is what you need to get started and the key areas to focus on:
Customer database (CRM)
Data integration
Customer analytics
Markeitng automation
Digital asset management (DAM)
Email service provider (ESP)
Tag management system
AdTech
Social media
SEO
Tools to stack - attract phase
At the attract phase in the marketing funnel your goal is to generate awareness about your product and brand. People need to find your company when they are searching or looking to solve a problem. A crucial part of this top-of-funnel stage is content creation - your website, content resources and hubs play a vital role here.
Google Ads
Sprout Social
Squarespace
Ahrefs
Semrush
Screaming Frog
Tools to stack - engage phase
At the engage stage of the funnel your goal is to turn your website visitors and those engaging with your brand into customers or leads. At this stage you are collecting information from your audience and building a relationship with them.
Zoom/Google Meet
Uberflip
Marketo
Intercom
Hubspot
Knak
Vidyard
Tools to stack - analyze/optimize phase
At the engage stage of the funnel your goal is to reduce churn, build loyalty, and improve the lifetime value of your customers. At this stage you will continue to gather information about your audience and build a relationship with them. However at this stage your content and communications become more detailed and specific to the customer’s needs.
Google Analytics
Tableau
Heap
Crazy Egg/Hot Jar
Twilio
