When it comes to marketing technology (martech), your martech stack is one of the most important things you need to take care of. When you have a stack of technology that is tailored to your business’s needs, it will work for you. However, many brands get wrapped up in all the new technology released. So much so that their stack often becomes bloated and inefficient, which is why martech stack optimization is so crucial.
What is MarTech Stack Optimization?
A brand’s marketing tech stack is a combination of software that you use to help you market your business. It can include software for advertising, social media, analytics, email, customer service, and CRM.
Today, there are thousands of available tools for marketing teams to use, and as new tools continue to be updated and released, it can be hard to stay in your lane.
The urge to try new tech tools often leads to a bloated stack. That’s why martech stack optimization is so important.
Martech stack optimization is the process of building your marketing technology stack to optimize all of your marketing efforts.
Unfortunately, when you have a bloated stack, it becomes inefficient and can hurt your business. If you don’t have the right tools in place, you won’t be able to reach your goals.
That’s why it’s so important to have a stack that is tailored to your business. Instead of wasting time and money investing in dozens of different tools, you want to ask yourself a few questions:
- What are your marketing goals?
- Which technology/tools will help you reach those goals?
- Do they need to work together? Or can they be used independently from one another?
- What is your budget?
Answering these questions are the first steps in your martech stack optimization. From there, you’ll want to move on to this handy checklist.
MarTech Stack Optimization: Your 8-Item Checklist
There’s no denying that optimizing your marketing technology stack is crucial for your digital marketing success. Approximately 86% of marketers say they invest in martech stack optimization.
What’s important to remember is that it’s not enough to have the right technology; it has to be optimized for your goals. And while this checklist is by no means exhaustive, it should be a good starting point to ensure you’re getting the most out of your marketing technology.
1. A Content Management System
A content management system is a tool that allows you to create, edit, and manage content online. This is one of the most critical components of your martech stack because it enables you to create content that can be published on your site, social media, and email campaigns.
A content management system will allow you to create content for all of your digital campaigns. It will also make it easier to update your content and manage your content in one place.
2. An Email Marketing Platform
The next piece of your martech stack is your email marketing platform.
An email marketing platform is a tool that allows you to create, edit, and manage your email campaigns. It will give you the ability to create templates, send emails, and track your performance.
Most email platforms will also allow you to connect your data with your other marketing tools, allowing you to market to your audience based on their behavior.
3. An SEO Tool
SEO tools are essential for boosting your search rankings. They will allow you to track your keywords and monitor your search traffic.
Search engines like Google and Bing use SEO to rank websites. They look at a variety of factors, including how relevant a website is to a keyword, how well it is optimized, and how often people are searching for that keyword.
This is why SEO tools are so important. They will help you see where your site is ranking for keywords and where you can improve.
4. An Analytics Tool
Analytics tools help you understand what your audience is doing on your site and how they are engaging with your content. They allow you to see how often your audience is visiting your site, how many visitors you have, and where they are coming from.
Analytics tools will help you understand what is working and what isn’t to make changes that will improve your engagement.
5. A Mobile Marketing Tool
Mobile marketing tools are a must-have for any business. They allow you to reach your audience on their phones, so they can engage with you wherever they are. With mobile internet traffic making up 54.8% of all traffic, having a mobile marketing tool in place is crucial.
Mobile marketing tools include things like push notifications, mobile websites, mobile apps, and more.
6. CRM Software
A CRM system is a tool that allows you to store and manage your customer data. It will help you manage your customer relationships to stay in touch with them throughout the entire customer journey.
You can use CRM software to store customer demographic data, contact information, sales forecasts, and more. It will make it easier to track your customer interactions and see how you can improve your customer experience.
7. An Advertising Tool
An advertising tool is a tool that allows you to create, edit, and manage your advertising campaigns. It helps you track your performance and plan your advertising spend.
8. Automation Software
Finally, if you’re a growing brand, you will want to make sure your martech stack includes automation software that works with your most important tools. Automation software will allow you to automate your marketing tasks, so you can spend less time managing your marketing and more time doing what you do best: growing your business.
Make the Most of Your MarTech Stack
When it comes to marketing technology (martech), what you have in your stack can make or break your business activities. The right technology in place will help you reach your goals and make it easier for you to do your job.
But if you have a bloated stack, it can be hard to get things done. That’s why it’s crucial to optimize your stack.
Do you have a bloated MarTech stack that needs trimming? Then download our guide on how to make strategic cuts!