It’s undeniable that human beings have become pros at finding ways to achieve more in less time. The increase in applications has skyrocketed recently; one of the many reasons for this is that more users have free access to the necessary training and tools to develop apps. Marketing technology, aka martech, has definitely benefited from this rise in affordable yet powerful platforms. However, if you’re the one in charge of selecting the right martech stack for your team, then it’s overwhelming to figure out the best stack for your business. Luckily, we’ve done the hard work for you so you can start to stack up for 2023!
Any business doing marketing, i.e. all of them, requires a powerful technology stack to make their money’s worth. By powerful, we don’t mean having a stack of 80 tools; the trick is to find all-around integrated platforms to avoid wasting time moving data from one tool to another and then ensuring that all departments – like sales or finance are in the loop.. This article is aimed at not only giving you a silver lining in all of this, but also offering an overview of the best tech tools to support your marketing department.
This article will cover:
- What is a technology stack?
- Why is the right technology stack important in Marketing?
- The tech tools your marketing department needs
What is a marketing technology stack?
A marketing technology stack (martech), refers to the toolset used to optimize a marketing strategy for the ultimate customer experience. These tools can help you streamline internal communication, closely monitor campaign performance, and support customers via a proactive customer support system. In simple terms, martech automates procedures and relieves your workflow from repetitive and time-consuming tasks.
Why is the right technology stack important in Marketing?
If there’s one thing we’ve learned since 2020, it’s that we have to be ready for anything. In the marketing landscape, this means having to quickly adapt to customer expectations and needs. If you lack the right tools to maintain these ever-changing relationships, you’ll risk getting bumped for another faster, more efficient product. So, how do you know which tools are right for your product? Below are three key aspects to consider.
- Marketing strategy. Before deciding on a martech tool, you need to define your primary marketing goals. For example, let’s say you need to increase your conversion rate based on a specific landing page. You can then search for tools that help optimize your web design through clearer call-to-action buttons.
- Team challenges. Another crucial step before exploring tools is to sit down with your team and discuss the major challenges they are facing. Here, it’s important to understand which tasks slow down their workflow or what makes it inefficient.
- Budget. If you’re a freelancer or a small business, then a monthly subscription is the best choice. This will make it easier to cancel if it doesn’t work out for you.
- Scalability. Let’s be honest, you’re looking for a martech stack that will help your business grow. This means selecting a tool that can easily grow with you without having to upgrade to a plan that will vanish your earnings nor require therapy for your team. Think long-term and think big.
Once you have a clear idea of what to look for, you can begin a more serious research process. For now, you can start by checking out the tools we selected for you based on the marketing goal.
The tech tools your marketing department needs
There are some tools that represent the foundation of any martech stack. Whether you’re primarily a B2B company like FROGED or B2C, here are the tech tools your marketing team needs, depending on your goal.
Without sounding too biased, FROGED is the tool for customer relationship management. If you’re thinking about the easiest way to streamline communication among your departments to guarantee customer success, then look no further. We offer solutions for customer success teams across Cybersecurity, Fintech, Crypto, and eLearning industries. How? By creating no-code product flows that can guide customers based on their behavior along their whole consumer journey. Our platform integrates over 2,000 customer success apps, so you don’t have to duplicate content and use the apps you’re already familiarized with. Forget about spending hours in specialized training, since we’ve made sure to offer a friendly, intuitive, and no-code environment.
Google Drive is the go-to collaboration tool for teams of all sizes. Apart from the fact that it’s free, it has a considerable storage capacity for a wide variety of documents. No need to install heavy software on your desktop or have multiple versions of the same file. What’s more, it’s almost impossible to lose data in this cloud-based environment as Google has a great version control system and recovery tool.
Another great Google product is Google Analytics. Although you might need a bit more time to get the hang of this platform, it offers powerful insights into site visitors, including who are your visitors, when they visit, which site directed them to yours, and how long it takes for them to leave. It also covers all Search Engine Optimization facets, including keyword research tool, backlinks, and rank tracking.
To top off your martech stack, you need the right social media marketing tool. Sprout Social offers tools for social media analytics where you can create engagement reports from all user profiles on all social channels. This helps you keep an eye on any emerging competition or change in user behavior, so you can quickly adapt your marketing strategy in advance.
As you’ve seen, the true value behind any martech stack is the strategy it supports. Once each tool in your stack has a purpose, your team will soon notice how their productivity increases. As a business, you’ll also be able to see how the time and money invested in these soon pays off. Like with any strategy, you’ll need to revise and update to adapt to new situations. This is why relying on affordable all-in-one platforms such as FROGED is the most effective option for your long-term objectives; it’s always easier to readjust 4 tools in your strategy than 40.
To learn more about product success platforms, such as FROGED, read our blog article How to build your Customer Success Strategy using a Product Success Platform.