Managing Your Marketing Stack and the Skyrocketing Growth of MarTech

By Erin Fraboni

Marketing stack, marketing technology stack, MarTech stack – whatever you like to call it – refers to a group of technologies and software used by marketers to help them analyze and improve their marketing efforts and drive ROI.

Each organization’s MarTech stack is different. Of the thousands (yes, thousands) of marketing technologies available, types of solutions include PR and advertising, content and SEO, social media, and data analysis and automation tools, among other technologies.

The MarTech Explosion

When you hear “MarTech stack,” this image probably comes to mind:

Martech landscape

Filled to the brim with MarTech companies, the 2016 edition of Scott Brinker’s Marketing Technology Landscape Supergraphic features 3,874 different marketing technology solutions. That number was approximately 2,000 in 2015 and only 150 in 2011. Hence, "MarTech explosion."

With all of this growth and evolution of the MarTech stack in such a short amount of time, marketers have more choices than ever when it comes to finding the right technologies and building a marketing stack to help them achieve business goals.

MarTech Categories

The most number of marketing technologies reside in the following top five categories of Brinker’s 2016 MarTech landscape:

  1. Sales Automation, Enablement, & Intelligence
  2. Social Media Marketing & Monitoring
  3. Display & Programmatic Advertising
  4. Marketing Automation & Campaign/Lead Management
  5. Content Marketing

In comparison, Marketo lists the following as the five essential components B2B marketers should consider for their core stack.

  1. CRM (Customer Relationship Management)
  2. Marketing automation
  3. Data management and integration
  4. Data visualization and reporting
  5. Content management and personalization

Visualizing the MarTech Stack

Believe it or not, you already have a MarTech stack. Your marketing stack began when you launched your site and attained an online presence. It grew when you realized you needed to increase your site traffic, so you initiated some ad campaigns. Then you wanted to contact leads directly, so you began an email marketing strategy using some sort of database that holds all of your customer and leads information.

And so on.

As you can see, it’s easy for your marketing stack to grow as you identify new business goals. Your current stack might be lean, or it might be packed with a number of technologies depending on the size of your organization and its specific business goals.

But when it comes to your MarTech stack, it’s not about size. More technology doesn’t always equal more customers or higher ROI. What matters is that you’re using the right technologies for your organization and implementing more advanced systems when needed. In order to maximize budget, it’s important that organizations measure the impact and ROI of each marketing technology they adopt, making sure that with each newly adopted system aren’t additional, unwanted side effects.

Brinker’s Chief Marketing Technologist Blog,, shares examples of some organizations’ marketing stack diagrams submitted for the site’s “Stackies” awards.

Some are complex, like this marketing stack from Intelligence Bank:

Intelligence bank stack

And others are sparser such as this one by Uberflip:

uberflip stack

You can check out the rest of the featured martech stack diagrams here.

In order to maximize budget, it’s important that organizations measure the impact and ROI of each marketing technology they adopt, making sure that with each newly adopted system aren’t additional, unwanted side effects.

ReachForce in the MarTech Stack

Reachforce falls under the Audience/Market Data & Data Enhancement category of Brinker’s MarTech landscape. Specializing in continuous marketing data management and lead form enrichment, ReachForce enhances both the data itself and the way you manage your data.

ReachForce’s Continuous DataManager (CDM) provides a centralized data management platform, connecting multiple systems without replacing them. CDM connects all the data from the multiple systems in your marketing stack, providing a single source for all your data.

ReachForce’s SmartForms is a lead form enrichment solution that provides demographic and firmographic information at a prospect’s first form fill. This way, prospects complete only a few fields while our system provides you with the detailed information – the verified, clean, quality data you need to execute a variety of marketing initiatives like ABM, personalization, or predictive analytics, for example.

Depending on the needs and goals of your organization, ReachForce may be an excellent addition to your MarTech stack. We would love to hear your specific business concerns and discuss with you how ReachForce solutions can join your stack and help you achieve your goals faster.

Request a demo or a complimentary data analysis to learn more about our solutions.


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