Your martech stack is essentially all of the marketing technology - i.e., tools and software - that your business utilizes together to create your sales process. So your lead generation technology, CRM, data management software, and more all makes up your marketing technology stack.
Although building your martech stack is a task all of its own, there are a few things that you, as a marketer, need to keep in mind when you're choosing which technology will work well together to create an efficient and successful sales and marketing funnel.
Here are five things to consider when building your company's martech stack.
1. It gets the job done.
Obviously, first and foremost, you need to ensure that the tool or software takes care of what you need it to do. If you need a fully fledged sales CRM, a basic list-based email marketing platform is not going to cut it. On the other hand, it can be easy to get caught up in how seriously cool some of these tools are and invest in something way more robust than what your business needs, or can even afford.
2. It has integration options.
The second thing to take a look at is how well the tools you're looking at integrate with each other. If you already have some tech that is working well for your business, try to find other software that can seamlessly work alongside it. Many marketing tools have created partnerships with other tools so that they can be purchased and used together.
If you're struggling to find tools that integrate smoothly, take a look at options like IFTTT and Zapier that help to create integrations that don't already exist.
3. It has customization capabilities.
No two businesses are exactly the same, and no two martech stacks are exactly the same, either. So it's important to find tools that can be customized for your business's exact needs. Tools that have one single use and can't be bent or catered to your needs aren't tools that you want in your stack unless you only need it for that one specific use and nothing else.
4. It is relatively easy to measure.
Your martech stack is going to have data to analyze and measure. Yes, you'll still want to utilize some type of data management software, but you want tech that has analytics and data measurement options available. If your software doesn't allow you to see how your funnel or sales process is doing, you don't want to utilize that software. Not knowing your data analytics handicaps your business because you will not know if you're on the right track with your funnel, nor will you be able to adapt your strategies to increase lead generation and conversion.
5. It supports other tech in the stack.
The purpose of a martech stack is that everything works together for one common goal: generating new customer opportunities and leading them through the sales funnel until they make a purchase and become a customer. If one of your pieces isn't able to support the pieces on top of it, your stack is going to fall apart.
Your martech stack needs to work together to build a strong framework for your sales funnel. Think of it like a building or a block tower. If there's one weak link, the entire stack could be compromised. This is why building a martech stack can be such a challenge. It's essential to ensure that every tool supports the other tools to which it connects.
Looking for more information on how to build a coherent tech stack? Check out our downloadable guide to learn more today!