The success of a company's sales and marketing activities today depends heavily on its technical infrastructure. MarTech stands for the fusion of marketing and technology.
The so-called tech stack is the basis of all digital marketing. It is made up of various systems, software components and tools, such as commerce, interaction, communication, CRM and ERP systems as well as databases. The goal is effective management of customer, product and transaction data.
Learn more about the MarTech Stack here:
What is a MarTech stack?
The MarTech stack is a collection of tools, technologies, software and systems within a company. Taken together, all solutions have the function of digitally mapping and automating the marketing process. They also offer the possibility to generate and analyse customer data in the different contact phases, from initiation to business processing and beyond.
Why is MarTech so important?
Marketing technology takes on such a high significance because it has an influence on various other departments that represent an overlap with marketing (e.g., sales, support, IT). This also results in changes in the processes and workflows of the other stakeholders or areas beyond marketing.
MarTech therefore brings a gain in transparency and speed not only for marketing, but for everyone. Through digitization and automation, measures and customer interactions can be presented simply, quickly and better, and permanently evaluated. In this way, customer communication and the customer experience can be improved, e.g. with the help of chatbots, both from a marketing and a support perspective.
Here's how building a MarTech stack in your organization works:
Before you start building a MarTech stack in your company, you first need to analyse your current marketing: Which processes and tools have been effective and which have not? In which activities were too many resources tied up and invested? Which processes could be automated to free up resources and improve your marketing and return on investment (ROI)? Which functions are needed? But the most important question is: What do you want to achieve with your marketing in the future? Only when you are aware of what and how extensive your requirements for the MarTech tools are, can you sensibly build a MarTech stack.
These are the advantages of a functioning MarTech stack:
More efficient marketing
The automation of marketing measures helps to manage campaigns more easily and to play them out in different channels. In order to focus measures and implement them more efficiently, data and conclusions are generated with corresponding measurability concepts.
Better target achievement
In a digitalized world, achieving goals is complex and dependent on many influencing factors. A clean MarTech stack helps to deliver communication across different channels, touchpoints, and journeys, measure success, and manage interaction.
More overview and scaling
Constantly changing customer needs, new communication and interaction channels, new types of target groups and multi-channel strategies require a high level of control and attention. Well-built MarTech stacks benefit by ensuring an overall view, providing decision support through performance measurements, and enabling scaling where necessary.