How to build an effective MarTech Stack

MarTech stands for Marketing Technologies and is used as an umbrella term for integrated marketing technologies. These simplify and organise marketing activities, as well as streamlining data, prospect management and reporting through the lead funnel. Examples of these systems include: social media tools, content management systems, analytics tools, customer data platforms, data management platforms, CRM and marketing automation tools.

Which systems should you use?

TheMarTech landscape is changing at breakneck speed and the number of categories is constantly increasing. With so many niche systems designed to simplify various aspects of sales and marketing, there's a risk that you're assembling systems based on immediate needs, rather than building a thoughtful stack that supports your company's long-term goals. Therefore, it is important to understand which systems you will use, and more importantly, for what purpose.A first step can be to map and evaluate your existing MarTech Stack. Then you can add systems that are missing, or remove those that don't work. Evaluate each system based on ease of use, complexity, reliability, price, scalability and of course key functionality. One tip is to map based on the customer journey. This will allow you to see which parts of the customer journey are not covered by any system, as well as those covered by several overlapping systems. With this insight, you can then lay out a plan for how you want to develop your MarTech Stack, and which systems should be prioritized going forward.

Collaboration is the key!

Integration and collaboration between systems is crucial to a well-functioning MarTech Stack. Today, different systems in the organization collect data about the customer through different channels, and the data often ends up in silos and is not integrated. Having a 360 customer view is the foundation for being able to draw a conclusion, and make decisions based on data. The goal is to achieve a unified customer view across the company and be able to work towards common goals. Therefore, data needs to be easily accessible and integrated throughout the organization.Don't forget to think long term while investing so much time and planning.We at Leadfront wish you a great summer!