There’s no doubt that technology has massively impacted the landscape of business as we know it. Just about every facet of a company’s daily operations has been in some way tangibly touched by the impact of technology.
Nowhere is that more clear than in the marketing world. Given the widespread Internet connectivity that the general public has access to, it’s inexcusable for the modern-day company not to have a digital marketing strategy in play.
There’s a myriad of software tools for various marketing functions out there. That makes building a marketing tech stack a difficult process for the uninitiated. If you’re finding yourself balking at the sheer number of options on the market to choose from, you’re in the right place.
In this article, we’ll teach you how to build and choose the right options for your marketing tech stack. We’ll give you a quick overview of the basic software options that you need to achieve marketing success.
Customer Relationship Management
Every marketing tech stack starts with a CRM tool. CRM, or customer relationship management, is all about managing the lifecycle of a customer’s journey. Within a CRM, you can add all of your target accounts. You can associate contacts with each account. Then, you can also document the sales process as the contact goes from cold lead to a warm prospect leading to a happy customer.
Your CRM software is your system of record. It’s the basis that many of your other tools will build off of to action the data inside the CRM.
The next tool that you need in your sales and marketing tech stack is marketing automation. This type of tool provides you with the capacity to market personalized materials toward your target audience on a massive scale.
Marketing automation allows you to build email marketing sequences that can be sent to segments of your email list. Many factors could create these segments. Personalise based on user behaviour, geographical location, et cetera. Thus, you can send content to your target audience based on their customer profile’s characteristics.
Last but certainly not least, one of the most crucial components of your sales tech stack is a sales engagement tool. Sales engagement works alongside marketing automation. It will provide your sales personnel with a documented rinse-and-repeat process that will enable them to close more customers at scale.
Your sales leaders can build out predefined cadences that each rep must work through in order to convert a customer. This allows executive visibility into each account while also providing reps with a time-tested process to experience success.
How to Build a Marketing Tech Stack, Made Simple
There you have it — with this guide on how to build a marketing tech stack under your belt, you should now be far better informed when you start taking a look at the various software options on the market to build out your own tech stack. For more technological advice, check out the rest of the articles available to read on the website!