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What Is a Martech Stack?

martech stack

What Is a Martech Stack?

Are you looking for what is martech stack? Then you’ve landed at the right place. Martech stands for marketing technology, and it refers to any number of digital tools designed to help you get more from your online marketing efforts. If you know anything about martech, you know it’s a fantastic resource to have at your side.

But if you have picked Martech tools randomly, without considering how they work with one another. Then, it’s worth looking into building a martech stack. So let’slet’s see, What is a martech stack?

What is a martech stack?

A martech stack is a group of marketing tools that (when brought together) cover all the major areas of marketing to help improve your campaigns. A good marketing technology stack includes tools that manage everything from paid ads to analytics.

In short, a martech stack helps you automate multiple aspects of your marketing without paying for overlapping tools. 

Why do you need a martech stack?

Consider this hypothetical scenario if you’re unsure what a martech stack can do for you.

Let’sLet’s say you want to build a shed in your backyard. You know you’ll need some tools to help you. You could grab a few tools without thinking too much about it and head out immediately to start building. But you’d likely realize partway through that you don’t have everything you need.

Alternatively, you could avoid that issue by carrying out every tool you own so you don’t have to worry about forgetting anything. But that would force you to carry an unnecessarily large number of tools. After all, you don’t need six different hammers for this task.


The optimal strategy would be to take a few minutes to think through the task ahead of you and figure out exactly which tools you need for the job. Then you can gather those tools and build the shed. You don’t leave anything out, nor do you overload yourself.

A marketing technology stack is the same way. By taking the time to build a martech stack, you can ensure that you have all the tools you need for your marketing, but without buying multiple tools that do the same thing.

6 types of martech stack tools to consider

Now you might be wondering what tools your stack should include. The specifics depend completely on your company. Not every business is the same, so everyone’s needs are different.

That said, there are a few core types of martech stack tools you’ll want to include. Here’s a brief overview of each one.

1. Content management system (CMS)

A CMS is a tool designed to help you build and create content on your website. It prevents you from relying on creating the entire website from scratch. Some CMS tools offer drag-and-drop features to help you create your web pages.

There are several useful CMS platforms on the market. One of the most popular is WordPress. Finding the right CMS depends on the type of site you want to build. For example, Shopify is excellent for e-commerce sites.

2. Customer relationship management (CRM) platform

It would help if you considered adding a customer relationship management (CRM) platform to your martech stack. 

CRMs help you pull data on your clients from your marketing and website. You can then assess that data and learn about your target audience to boost the quality of your sales and marketing in the future.

A CRM tool helps you keep up with all your leads and support them toward becoming clients. You can also retain data on your existing clients to continue to market to them.

3. Search engine optimization (SEO) tools

One of the most important components of digital marketing is search engine optimization (SEO), which is getting your website to rank in search results. SEO can be hard to do manually, so you’ll want to include some SEO tools in your stack.

You could pick different tools depending on the strategy you use. Tools like Google Search Console can aid you in optimizing your website. 

4. Paid advertising platform

Another vital marketing strategy is paid to advertise. Running paid ads online is a fabulous way to reach relevant audiences. But to run paid ad campaigns, you’ll need an advertising platform.

Google Ads is the most popular ad platform. You can use it to build your ads, launch them, and keep up with how they perform. You can even use it to target your ads to highly specific audiences.

Whatever tool you choose, you’ll want to add an advertising platform to your marketing technology stack.

5. Email marketing tools

Yet another type of marketing strategy that’s vital to your online growth is email marketing. You can get people to sign up for your emails on your website and then send emails to your subscribers that encourage them to convert.

You don’t have to do it all manually, either. There are several types of email marketing Martech tools you can use. Some tools will help you design your emails, while others will automate sending them out. And some, like Mailchimp, can do both!

6. Analytics tools

Analytics is the only way you can see how your marketing performs, and it helps you learn how you can improve.

Google Analytics is a great example of an analytics tool, as it can help you monitor traffic on your website, see what strategies drive sales, and more.



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