MarTech Stack

In this article, you'll learn about the benefits of a well-developed tech stack for your marketing efforts and what to look for when building it.

The success of a company's sales and marketing activities today depends heavily on its technical infrastructure 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.

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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 of generating and analyzing customer data in the various 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 analyze 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:

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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 appropriate measurability concepts.

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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.

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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.

Successfully implement MarTech Stack

New solutions must fit the circumstances, but they should never be a 1:1 replacement for the previous solution (in terms of efficiency and scope of services). Instead, it is important to utilize the potential of the new solution. To this end, processes and procedures must always be scrutinized and adapted in the course of the system changeover and the users of the new system must be involved in the changeover process. There needs to be a balance between the three project components system - process - people. There is therefore no such thing as the best tool, there is only the most suitable tool taking into account the framework conditions. When we encounter problems with customers during the implementation of new MarTech solutions, these can always be traced back to a failure to observe the system - process - people formula. For example, if the old tool landscape no longer fits the new organizational structures or, on the other hand, the organizational structure has remained the same, although an adjustment would be unavoidable from the perspective of the new systems and processes.

We at netzwerk P see our task as supporting companies in these issues:

  • Anticipate trends, opportunities and risks of the future and exploit them innovatively and successfully
  • New, innovative products Develop new innovative products and services and thus secure competitiveness

It is always important to us to generate a sense of achievement for those involved in the project. Small-scale successes help to move the project forward as a whole and to use the project participants as multipliers within the company. To this end, we network experts internally and externally for successful projects.

What tools are available in the MarTech stack?

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Project management

Project management tools are a helpful element in planning, organizing and managing marketing projects. MarTech tools such as Trello or Asana make it easy to maintain an overview in day-to-day project work and also not to lose sight of the efficiency of processes and projects.


Social media marketing

Social media marketing tools enable optimised planning and evaluation of social media measures and thus centrally controllable social media management, adapted to the needs of customers.

Social Listening

Social listening tools are tools that keep your eyes and ears open, so to speak, and let you know as soon as a company, a brand or certain keywords are being talked about on the internet (e.g. on a social media platform).

SEO (Search Engine Optimisation)

For better discoverability via search engines such as Google, a MarTech tool can help improve the content on a company's website in order to obtain a higher ranking.


Content Management Systems (CMS)

Content management tools, such as WordPress, Ghost or Joomla, can be used to create and manage websites and easily edit content or add pages, for example.

Email marketing

With features like trigger-based emailing and analytics, tools make email marketing more targeted and automated.

Online advertising

For effective planning, creation and management of ads for Google Ads or Facebook Ads, there are MarTech tools that help manage the ads for each platform.


Customer Relationship Management (CRM)

CRM tools help to optimise interactions with customers, to build and maintain long-term relationships with them, and to do so in a coordinated way across all departments.

Customer Support

In order to meet the demands on customer experience, special MarTech tools make it possible to accompany customers comprehensively and personalised on their customer journey.

Data-driven analysis

Special analysis tools collect data and measure the success of digital marketing measures. Marketing departments can therefore adapt their activities with the help of data and thus bring about an increase in the return on investment.

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Manuel Kohler, Projects

I look forward to your questions and exciting conversations.