How to Plan your Marketing Tech Stack
What is a Marketing Tech Stack?
Your marketing tech stack is the set of digital tools, programs and software you use to build the infrastructure for your marketing operations.
A complete marketing tech stack can help facilitate more efficiency in your team. For example, smart technology adoption by a marketing team can ease communication with potential customers, speed up the development and implementation of content and campaigns, and improve analytics to make smarter budgeting decisions.
Startup marketers nowadays have a rich selection of technology to select from!
Finding the Right Tools
With so much to choose from, what do you need to consider?
Here are the 9 categories of tools you might consider:
1.?????CRM
2.?????CMS
3.?????Analytics
4.?????Email Platform
5.?????SEM, SEO and Digital Ads
6.?????Communication
7.?????Design And Prototyping
8.?????Project Management
9.?????Social Media
Click here to learn more about what tech stacks top companies are using.
A Case Study: Intercom's Marketing Tech Stack:
Intercom, a B2B tech company, designed their stack to focus on three key stages:
Attracting Customers:
Intercom marketers struggled with lead generation like 61% of marketers who find this to be their biggest challenge (Editor et al. Murphy, 2022).
To overcome this issue, they needed to generate traffic, for which they used the following:
Google Ads, and targeted ads that led to beautiful customized landing pages. This helped them lower the bounce rates and increase conversion.
Sprout Social for their social media management to streamline the posts and engage with hundreds of thousands of customers.
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WordPress for their CMS. Did you know that 43% of the websites on the internet are powered by WordPress? For SEO they implemented Ahrefs to drive loads of organic growth to their website.
Madkudu for lead scoring to guarantee the leads they hand over to sales are of a certain quality.
Engaging with Customers:
Customer expectations are at an all-time high, and marketers need to find a way to meet and exceed these demands. Here are the tools that Intercom used to engage with their website visitors in a modern way:
Intercom is the backbone of their marketing technology stack, providing end-to-end engagement throughout their customer journey by sending targeted messages, building chatbots, and tracking & monitoring customer data.
Clearbit allows for data enrichment. The program uses visitors' IP addresses to detect information which then permits it to customize communication.
Marketo is used for marketing automation. The CRM follows Intercom to automate their marketing processes by creating personalized campaigns that scale, and finding and connecting with top prospects and the right customers.
Outreach helps with sales management. Outreach tracks the sales representative's interactions with prospects and customers, and recommends prescribed sequences of communication.
Analyzing and Optimizing the Marketing Plan
To have a 360-degree view of their marketing effectiveness, Intercom leverages a handful of tools:
Google Analytics provides web analytics and helps generate insights into Intercom's buyers and offers countless data-backed optimization opportunities like:
Tableau is leveraged for business intelligence. It is a powerful tool in a marketing team's arsenal, allowing teams to track every dollar and every movement throughout the marketing funnel with easy-to-understand data visualization.
LeanData is used for lead management and connects with the CRM to provide the most accurate, channel-by-channel view of campaign performance so that the marketing team can decide how to spend money effectively.
Heap for product analytics: Heap provides granular data to create a holistic overview of your customers, their behaviors, and their needs.
Hotjar helps with conversion rate optimization with heatmaps which visually represent visitors' clicks, taps, and scrolling behavior. It's perfect for understanding what areas of the website people are spending more time on.
Optimizely allows you to create variations of your existing website with A/B, multi-page, or multivariate tests, and then tracks how customers respond to those different versions.
Need help with your Marketing Tech stack?
If you’d like to explore more about how your startup can implement an efficient marketing tech stack, feel free to book a meeting with us.
Additional Resources
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About Prosh Marketing
Prosh Marketing enables CEOs, Startup Founders and Marketers to maximize their potential with proven marketing leadership that has helped companies attain nine-figure exits and launch over 50 products and brands in worldwide markets. Leveraging over 15 years of experience and a wide network of specialists and fractional CMOs (fCMO), the company designs cost-effective programs that are built to deliver a ROI, and uses a sustainable approach with flexible team integration, hands-on training and knowledge transfer to build internal resources and capabilities. Prosh Marketing’s clients are emerging businesses across a variety of industries, including technology, professional services, and retail in both B2B and B2C sectors, and are located across Canada, the United States, Europe and Australia.
To learn more about Prosh Marketing, visit www.proshmarketing.com