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  • Writer's pictureBeckie Crum

How do you build the ultimate MarTech stack?

An iMac on a neatly organised desk, with the words Do More. written in capital letters on the screen.

A marketer’s job is a challenging one. It’s a specialised role needing specialist skills, but there are so many different things to do, from analytics to email marketing to social listening…

To keep on top of everything you need to automate day-to-day processes with the most effective MarTech stack you can get for your budget. But when there are almost 10,000 different solutions out there and all workplaces are unique, how do you make sure you’ve got the right ones? Here are some ways to kickstart the process:

Start with the strategy

What are your key objectives? What strategies will get you there? Build your stack around your goals, not vice versa. Talk to the team, find out what their pain points are, and what basic tasks could be automated to free up their time.

Audit your current tools

List out all your current tools, what you’re using them for and how they’re working. This will help give a clear picture of what to keep, where the gaps are, any potential overlaps and what can go in the digital bin.

Keep it simple

Make sure the new tools are good at the basics. Lots of complex functions may seem impressive, but the more complicated your stack is, the less likely you are to see all the benefits.

Get tools which will work together effectively

The best MarTech stacks are made up of tools that integrate well, whether through native integrations or third parties. Think about this upfront, not after the event.

Look at training and customer support

The ultimate MarTech stack will only work effectively if staff know how to use it and have solid customer support. Many digital transformation projects fail, not because of the technology, but because of unsolved teething problems, inadequate training or fearful staff.

Do your research

This is a task that can be divvied up amongst team members depending on their role. Just remind them that it’s not about getting the blingiest tool out there, it’s about getting the right one for your business.

Balance the budget

There’s the dream, and then the harsh reality: how much you’ve got to spend. The trend is towards software-as-a-service models with monthly subscriptions; these give you a quick ‘out’ if you find something doesn’t work for the business. Think hard about licences – is the team small enough to share a subscription, or is that not practical?

Make one team member the boss of each tool

Divide and conquer. Allocate a tool per team member, then give them the task of working out the best way to use it. They can then train other staff, be the go-to person for troubleshooting, and flag it if a tool starts to become less useful over time.

Plan out data transfer

Not the most interesting task but an important one, and another that might be best shared out and discussed. You don’t want to switch over to your shiny new MarTech stack and then find the sales manager crying into their coffee because all their best leads have disappeared into the ether.

Think medium-term and scaling up

However much the finance director might like it, you won’t be using the same tools in 2043. Aim for solutions that will last for a few years. Think about how they might scale up as the team, data requirements and company grow.

If you’d like to talk to us for advice on how to use your MarTech stack more effectively, or even how to get your MarTech solution in front of buyers, get in touch today.

Featured image by Carl Heyerdahl on Unsplash

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