What’s in your marketing stack?
Modern marketing relies heavily on behavior tracking, automation, and data. To simplify the work, marketers rely on sets of tools that communicate with each other and allow fast, efficient, data-driven workflows. Each company has its own set, called a stack, depending on their marketing strategy and channels. But how did they know how to compose their marketing stack and how do you make yours?
Let’s have a look.
So… what is it exactly?
Your marketing stack is the collection of softwares and platforms a company uses to conduct its marketing activities across the board. We like turning this information into a document that outlines the range of software and platforms (CRM software, SM platforms, Ad networks…) used by the companies and their marketing department to conduct their marketing activities across their channels. Keep in mind that even the structure of the stack differs from company to company and should be tailored to each one’s marketing, data, and CRM policies.
Why do I need it?
The true value of a marketing stack lies in its depth and scalability. Basing your marketing on technology allows you to serve content to the right audiences more accurately, measure performance, track behaviors, and let the technology impact your business at every level. You’re not just “doing social media marketing” or launching SEM campaign, you’re making marketing tech a integral part of your business and growth. Suddenly, data-driven decision making, scalability, and content personalization become accessible and exponential growth becomes a possibility.
How do I build my own?
Good news! If your company has any social media profile, blog, website, mailing system, or ad platform, then you have already started building your marketing stack.
In this case, you’re doing it “reactively”: execute first, document second. This approach is the most common and is great for companies that need to get started but don’t have the time nor resources to plan ahead, or even the historical data to make an informed decision. Documenting the full stack will help future employees and investors understand the mechanics behind your customer acquisition, engagement, support, etc. It will also help you identify gaps in your stack, and will serve as a reference document when considering a new addition.
If your company is going through a digital transformation, you can plan your stack proactively: forecast your marketing activities and research the right tools to execute them, document their interactions, then launch. This method is very practical when you have to justify costs to your board or marketing managers before investing in the tools you require.
How does that look in real life?
Marketing stacks can look extremely different from one company to another because it should be fully compliant with the company’s unique marketing strategy.
Using a funnel-centric structure, we’ve compiled a few of the tools used to drive customers down the conversion path, from awareness to sales.
In the end, “your marketing stack” exist by default the second you start using software and platforms for any purpose, but documenting it and formalizing your processes can help you optimize budgets, scale your efforts programmatically, and generate as well as leverage your user data efficiently.
This article was originally published as part of an ongoing series of articles on Growth Marketing on Arabnet.