Being a marketer isn’t easy in this day and age. Pressure is on to deliver results and show a return on investment (ROI), all the while keeping costs to a minimum. Therefore, it’s essential for marketers to arm themselves with the right tools needed to do their job – enter ‘tech stacks’!

In this blog, we’re going to arm you with all the info you need to know about tech stacks, including what it is, why you need one, and the four types of must-have tools.

What is a marketing technology (Martech) stack?

Put simply, a marketing technology stack refers to a group of different technologies that a marketer uses to power, conduct, and improve their marketing activities.

While the world may be your oyster, picking the right marketing tools from the vast selection of choice is a challenge. The plethora of options make understanding tech stacks overwhelming and somewhat confusing.

Why do I need one?

Manually doing everything a marketer’s job entails is simply too time-consuming and inefficient. Make it easy on yourself by using smart tools that automate tasks. With so much data available at your fingertips, you need tools that turn data into actionable insights. That need is where a martech stack comes in.

By having the right tools in your stack, you’ll be able to monitor and improve your work. In turn you generate more leads, drive more traffic,and hopefully attain higher conversions, thus, making everyone happy.

How do I choose when there are so many?

We know choosing the right tools is challenging so we’ve listed four must-have tools.

Content Management System (CMS)

It may sound simplistic, but your website is one of the most valuable assets you have as a successful marketer. Therefore, a good CMS is fundamental in your marketing stack. A CMS is a technology that powers your website. With it, you control and manage your website content by adding, editing, or removing pages or sections of your website.

Top Tip: User-friendliness is key. Choose a system that prioritizes user-friendly editing so edits can be made quickly and easily by multiple people on your team.

Digital Presence Optimization

A CMS helps you build and edit a website, while digital presence optimization software helps you to monitor, to improve, and to optimize all aspects. For example, to fix a broken link that someone emailed you to complain about, you normally head into your CMS system. However, with digital optimization software you get automatically alerted to the broken link—and all broken links—across your entire website.

Good website optimization software provides marketers with eye-opening insights that empower them and their team to create higher quality content, drive better traffic, measure digital performance, and work towards regulatory compliance—all from one place. With the right software, you cross a lot of tasks off your work list. Siteimprove offers digital presence optimization software with an interactive interface and customizable reports. It automatically informs you of issues and errors impacting your website's optimization.

Top Tip: Look for a platform that includes:

  • Search Engine Optimization (SEO)
  • Content and Web Accessibility
  • Analytics
  • Data Privacy

Marketing Automation

Marketing automation encompasses many things and can be confused with digital presence software. They’re actually very different tools that complement each other.

While digital presence optimization software is concerned with ensuring that all aspects of a website are performing as intended and are in tip-top shape, marketing automation software covers lead generating marketing activities. These activities include email, social media, landing pages, and other mediums used to increase output, engage prospects, nurture leads, and validate ROI.

Top Tip: Marketing automation should follow lead generation and revenue goals---not the other way around. To determine which marketing automation software is right for your business, first get a solid overview of what your company’s lead generation and revenue goals are. Then find a solution that meets those objectives.

Social Media

Social media is like different styles of jeans; flares, skinny, high-rise, low-waist, boyfriend, you name it. They come and go out of fashion but are staples in everyone’s wardrobe. Social media may no longer be the new kid on the block, and its use depends on the business model, but it should be a part of any marketer’s tech stack. Essential for building brand awareness, it’s the ideal tool for engaging with prospects and customers alike as it helps you to interact.

Top Tip:
Social media can quickly become an overwhelming task of never-ending proportions, so look for a tool that automates campaigns and planning.