Martech Stack

Martech News Roundup: Martech Stacks on Stacks

by Chelsea Barone

Technology has so deeply impacted the marketing world that it’s arguable that marketers cannot do their job and achieve their goals without the help of martech. This has sparked the concept of building out “martech stacks,” or combinations of several different martech solutions that work together to support the marketing team in their many endeavors.

But how do you know what to include in your martech stack? Or how robust it really needs to be?

To provide some perspective on the value and strategy behind martech stacks, this week’s Martech News Roundup compiles industry thought leader insights as well as pertinent trends that are shaping martech strategy.

Here are some recent headlines taking a closer look at martech stacks:

The Importance of a Well-Rounded Marketing Technology Stack

A recent piece from the Seismic team on Marketing Profs explains the delicate balance that a martech stack should achieve. Because marketers have to address so many different phases in the customer relationship, a collage of several different solutions is imperative for their success. This is especially true with the norm shifting towards more educated and critical consumers.

Seismic notes that a well-rounded martech stack generally consists of a CRM (customer relationship management) solution, a MAP (marketing automation platform), a sales enablement solution, an ABM (account-based marketing) tool, and something for sales readiness. All of these address different needs in a company’s relationship with a customer and should mesh together to meet those needs.

Read the whole story here.

How Marketing Ops Pros MacGyver Martech to Get More Done

In a recent article on Business 2 Community, Kate Athmer discussed not what exactly to include in your martech stack, but how you should be optimizing it. In order to really get the most of your martech stack, you really need to understand every solution’s capabilities, what gaps you’re finding when trying to achieve your goals, and what the road ahead looks like for each solution.

For most marketing teams, it’s certainly not in the cards (or in the budget) to purchase the shiniest new martech tool on the block, so having a strong, open line of communication with your technology teams is important to ensure that you’re utilizing the right tool(s) for your mission.

Read the whole story here.

Companies Must Pay More Attention to How They Manage their Martech Stacks, says Allocadia’s Marketing VP

In an interview with MarTech Today, Sam Melnick of Allocadia explains the two-pronged approach to martech tools and how a marketing’s martech stack needs balance between “running marketing” and “doing marketing.” He says, “What marketers can’t forget is to equally support what’s going on behind the scenes to allow them to ‘run marketing’ with operational technologies. Too many companies rely on spreadsheets and borrowed systems for this critical function.”

Driving results for customers is extremely challenging when the tools at your disposal are outdated or ineffective. This is why Melnick encourages teams to make sure they are looking at internal tool utilization as much, if not more than, tools that are more external facing.

Read the whole story here.

The Power of Place: How Location Intelligence Reveals the Opportunity in Big Data

When looking at all the solutions in your martech stack, ask yourself if there is something focused on leveraging location knowledge. Location has always been a vital part of marketing strategy, and with so many solutions at your disposal that make sense of location data, there’s no excuse to fly blind in this arena.

A whitepaper from the Pitney Bowes team explores the power of location data and why it’s such a critical factor in any business strategy, marketing included.

To learn more about marketing and sales trends, subscribe to Modern Marketing Today’s newsletter here. If you’d like to share your professional insights about the industry, please reach out to us here.