Obviously, you want to fall into that last category. You see ROI, improved productivity, and better leads. Your martech tools don’t overlap, so you’re not wasting funds on unnecessary technology. You figure out how to build a martech stack that has all the features you need and room to grow as needed.Your productivity slows because your martech can’t keep up. You only use a handful of tools and don’t experiment with new features. You’re afraid of a bloated martech stack, so you play it too safe.Your marketing budget vanishes each month and produces little to no ROI. Your martech tools aren’t properly integrated, and no one knows how to use everything. You build a bloated martech stack with more features than you’ll ever need for your business size.Your marketing technology stack can take your business in one of three directions: The average company devotes 30% of its marketing budget to technology. You can also use APIs to share large datasets by merging tools like Google Analytics and Salesforce. Another API might add social share numbers to your on-site share buttons. For example, you would use an API to add your Mailchimp email capture form to your website. An API is a type of code that lets different pieces of technology securely communicate with each other. Most martech tools include something called an API. A martech stack might also include all-in-one tools that function as a hub for your other marketing tools. They can include tools for niche processes like social media, data collection, or customer experience. Simply put, a martech stack is a collection of tools you use to improve marketing processes. Martech Stack Definition: What is a Martech Stack? What you run should be unique to your needs, size, and goals. It doesn’t get much more personal than building your stack. The same martech stack your competition runs isn’t necessarily ideal for your brand. With so many choices, you’d think learning how to build a martech stack would be easy, right? It’s impossible to execute any marketing tactic without some kind of software, app, or tech.īack in 2017, you already had more than 5,000 martech tools to choose from:įast-forward to April 2020, and nearly 58,000 software companies are listed on G2. Marketing technology is essential for every business today.
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