A technology stack is a set of software or online technology that works together to fulfill a process within a business. Technology stacks work within many different industries and for many different processes, from web development to mobile application development and more.
However, we're going to focus on a marketing technology stack or martech stack for short.
A martech stack focuses on the tools used for overall marketing and sales processes, but sometimes your business needs to take a deeper dive and put together a niche technology stack for, say, lead generation.
Lead generation is one of the most important processes that a business will do. After all, without customer lead generation, there are no potential prospects to buy your company's products or services. So you need to make sure that your marketing team is generating leads on a regular basis.
There is a lot of lead generation technology out there to use to increase lead generation, maintain lead nurturing processes, and help to close sales. There are five categories we're going to focus on: content, promotion, lead capture, lead management, and data analysis.
Let's go through the process of building your lead generation technology stack.
First things first, what is bringing the lead to your business initially? It's probably your content. As a part of an overall inbound marketing strategy, businesses create content that educates their audience and makes them more aware when they're making purchasing decisions. This can include blog content, ebooks, webinars, white papers, cheat sheets, and more.
So what are you using to create and share this content with your current and potential customers?
For a blog and website CMS (content management system), you'll likely want to use WordPress. It's the most popular CMS and website platform, and the fact that it can host a blog within your website so seamlessly makes it by far the best option. If you create PDF documents, your WordPress media can also host those for you, killing two birds with one stone.
You'll likely want to use a tool like Adobe InDesign or Illustrator to create your lead magnets (ebooks, white papers, etc.) and a tool like GoToWebinar, Google Hangouts, or Crowdcast to host any webinars your company may do.
2. Promotion & Brand Awareness
So you've got your content and its platform, but how do you get people to see it? This is the promotion segment of your lead generation technology stack.
This is mostly where social media marketing and advertising come in. So you'll have to invest in technology to help create and schedule content on social media, monitor online conversations, run and analyze ads and their performance, and more.
Tools like Buffer, Oktopost, Salesforce, and Sprout Social can help you with your online promotion and brand awareness, but you'll also want to tap into platforms like Google Ads, LinkedIn, Facebook, Twitter, and/or Instagram for your business as well.
3. Lead Capture
So you've got your content and your channels for promotion. The next step is actually capturing the lead once they've landed on your content.
Your CRM or email marketing platform should have web forms that you can embed within your website and blog posts so that you can capture leads directly on your website. But there are also tools to assist with landing pages for your lead magnets, pop-ups or slide-ins on your website, and more.
Leadpages and Clickfunnels are both popular platforms for creating landing pages. OptinMonster, Hello Bar, and Leadboxes (part of Leadpages) are all options you can choose from to create pop-ups and opt-in forms in other areas of your website.
You can use software like SmartForms to create your opt-in form with fields that make sense for your business.
And then there are tools like Zapier or IFTTT that can help create integrations with your CRM or email marketing platform if any of your tools don't otherwise connect.
4. Lead Management
After you get the lead, you've got to nurture it, so that it actually turns into a customer. Your CRM or email marketing platform can help with that, with options like Salesforce, Infusionsoft, ActiveCampaign, and Drip to choose from.
Make sure you're using that software to keep touching your leads throughout the sales process through informative email newsletters and sales emails alike.
5. Data Analysis
Finally, analyze your data to see where your leads came from, how you can improve your promotion channels and tactics, how many of those leads closed and became sales, and more.
Data analysis is probably one of the most important parts of your entire customer lead generation technology stack because if you're not looking at how you're performing, there's no way your business is going to get better and improve its lead generation.
Request a free demo to see how we can help your business both analyze and manage your data today!