MarTech, an abbreviation for Marketing Technology, relates to any software program utilized by advertisers to carry out marketing operations. MarTech technologies assist marketers in planning and executing marketing strategies, collecting and analyzing campaign outcomes. Furthermore, it also helps with measuring and tracking marketing success and applying the information to campaigns. All of this happens in a predominantly interactive world.
Advancement & Implementation of MarTech
The Software-as-a-Service (SaaS) framework, invented by Salesforce in 1999, has democratized the MarTech industry. Salesforce came up with this market paradigm as an alternative to costly “on-site” or specially designed CRM solutions. However, big-time companies could only afford this. Salesforce transformed the market by rendering CRM applications open to firms of all sizes for a portion of the capital cost necessary by conventional software production and rollout.
Since then, a plethora of MarTech goods also joined the industry. Thus, serving numerous sectors and marketing fields in MarTech. Because of the exponential advancement of MarTech, advertisers may now simplify and expedite certain facets of their regular marketing operations.
Today, Cloud-based MarTech solutions may be either Point solutions (MarTech solutions that focus on a specific feature of MarTech) or Suite strategies (a combination of MarTech solutions on one platform). Both have advantages and disadvantages, and the option of implementation depends on the marketer’s desires, expertise, and budget.
Moreover, the array of MarTech resources, channels, and solutions represent and sustain a Marketing department. It points out the organization’s “MarTech Stack.”
Marketing operations need the assistance of new systems and approaches. Thus, a thorough knowledge of the technologies used in MarTech is essential.
The 7 Primary Types of MarTech Tools
The MarTech ecosystem is vast and includes a plethora of methods and applications. Of course, we grouped the methods into separate divisions — hectic tasks, but we held the grouping to our best effort. Let’s get this party underway!
In the first place, it is not a rating or a complete list of MarTech Tools. MTA does not recommend any of the resources listed in this article.
1. MarTech Content Marketing Tools
Content marketing platforms are a diverse collection of technologies that contribute to various aspects of content marketing. CMS, SEO, digital curation, content promotion, DAM, lead magnets, and other resources are examples. Let’s briefly discuss each form of content marketing tool:
A. Content Management System (CMS):
CMS software enables you to control the website’s content.
CMS is a piece of software program for publishing on the web. Not to mention, it is a key MarTech tool for handling materials such as writing, editing, and publishing. A CMS is typically an organization’s owned asset. All content marketing efforts start at this stage. A content management system (CMS) or blogging network hosts the business website or forum. Additionally, it hosts native content such as audio, video, and landing pages.
WordPress, Joomla, Drupal, HubSpot, and other similar platforms are examples.
B. Search Engine Optimization (SEO):
SEO techniques obtain details on keywords and rivals. Identically, these MarTech techniques assess what SEO success factors are in effect. They assist a platform in improving its organic search engine rankings to improve domain legitimacy and generate more significant site traffic.
Moz, Yoast SEO, RankMath PRO, SE Ranking, Ahrefs and Ubersuggest are a few examples.
C. Landing Pages and A/B Testing:
These MarTech resources enable you to construct landing pages without the need for programming skills. Landing page features are simple to use, with a drag-and-drop gui. Likewise, they also allow you to test the variant of the landing page. You will know which landing page generates the most reactions, downloads, registrations, or other requested acts from your crowd.
Unbounce, Leadpages, Instapage, Wix, Webflow, InstantPage.dev, and other related services are examples.
D. Content Curation Tools:
Not all marketing teams have the time, money, or need to produce authentic content. Information curation tools help you identify appropriate content based on predetermined parameters. Share it with your community or use it in your content development phase.
Feedly, Scoop.It, BuzzSumo, MarketMuse, Frase and other related platforms are examples.
E. Content Marketing Platforms (CMP):
Content marketing is essential to a marketing plan. These all-in-one platforms are always superior to a series of point solutions. CMPs assist marketers with content marketing policy, production, dissemination, and analytics. In other terms. They handle all aspects of content marketing from start to finish.
Examples include HubSpot, Contently, Marketo, Skyword, among others.
F. Digital Asset Management (DAM) Solutions:
DAM platforms help companies store, retrieve, and share digital information from a single archive to departments around geographies and roles, making efficient usage of content across all points of contact.
WebDAM, Adobe Experience Manager, Brandfolder, Bynder are examples.
G. Lead Magnets:
It is considered one of the most significant development hacks in recent years. Lead magnets are sign-up areas cleverly put on a website to capture leads.
Examples include OptinMonster, Sumo, Optimonk, Bloom, ActiveCampaign.
2. MarTech Tools for Rich Media
MarTech rich media tools are a branch of content marketing tools, but they are mainly concerned with the architecture, video, and audio dimensions.
Let’s take a closer look at each form of rich media tool:
A. Video Editing Software:
You can utilize these tools to generate and edit images. Nonetheless, with these gadgets, making whiteboard images, simulations, stock footage videos, and so on from scrap is a piece of cake.
Examples include Biteable, Animoto, Filmora, DaVinci Resolve, InVideo and others.
B. Video Marketing Platforms:
You can upload, post, and advertise your videos on video marketing platforms.
Wistia, Vimeo, YouTube, IBM Cloud Video, Vidyard are examples.
C. Podcasting Applications and Tools:
To start a podcast, you will need recording devices and a recording strategy. Regardless, the sound files need editing, polishing, and stitching in advanced software before publishing them on the different channels available. Capture the audio material to post the final product and all in the middle. A few resources will assist you.
Ringr, Logic Pro, Buzzsprout, Audacity, GarageBand, SoundCloud, bCast, Google Podcasts, iTunes, and so on are several examples.
D. Graphic Design Software:
As the name implies, these MarTech tools aid you to produce highly pleasing visuals for use in social network marketing, content marketing, and so on.
Examples include Canva, Piktochart, Adobe Creative Cloud, Pixlr, among others.
E. Interactive Content:
Instead of producing content that only involves the audience’s passive engagement, use interactive content resources to build surveys, interviews, quizzes, competitions, and sweepstakes to push them to connect in the content.
SnapApp, Woobox, Polldaddy, Typeform, SurveyMonkey, Visme, Prezi, and other similar services are examples.
Despite concerns that social networking is no longer fruitful, it is still a distribution platform and a fantastic place to communicate with your followers. We’ve compiled a collection of resources for social network management, monitoring, and influencer advertising.
We’ve compiled a collection of resources for social network management, monitoring, and influencer advertising.
These resources assist advertisers in organizing, publishing, audience maintenance, and analytics with social networking profiles.
Hootsuite, Sprout Social, Buffer, Agora Pulse, and other similar services are examples.
Social listening helps your experiences with your company, the market, and business developments, as well as more sophisticated features such as emotion analysis.
Examples include Brandwatch, Brandmentions, Backlink.watch, Google Alerts, Brand 24, SocialOomph, SimilarWeb, Digimind, among others.
C. Influencer Marketing Channels:
You will use these resources to engage with media figures and influencers in your field.
Examples include Followerwonk, Upfluence, Influencer, Social Circle, and so on.
4. Platforms and Tools for Marketing Automation
Marketing automation is a grave concept. However, in the absence of a proper umbrella term, we will include email marketing and mobile marketing frameworks in this segment. A more simplified marketing automation solution will be revealed later on. Let’s take a deeper look at each form of marketing automation platform.
Let’s take a deeper look at each form of marketing automation platform.
A. Marketing Automation Software:
Marketing automation software optimizes and streamlines routine processes such as online reviews, social networking, etc.
Examples include HubSpot, Mautic, ActiveCampaign, Marketo, Salesforce Marketing Cloud, Eloqua, and others.
B. Email Marketing Tools:
Often mistaken with marketing automation, email marketing techniques are solely concerned with the email part of marketing.
MailChimp, ActiveCampaign, AWeber, GetResponse, Campaigner, and other similar services are examples.
C. Mobile Marketing Platforms:
Mobile marketing platforms seek to boost mobile app consumers’ functionality by sending push alerts, coupons, discounts, monitoring user activity, and generating reports.
Swrve, CleverTap, LeanPlum are among some examples.
5. MarTech Tools & Platforms
Digital platforms simplify paid advertisement campaigns such as search engine marketing, social network advertising, traditional advertising, and programmatic advertising.
Let’s take a deeper look at promotional channels and resources.
A. Search Engine Marketing (SEM) Software:
SEM tools will help you identify new keywords, track competition, and organize and optimize your search engine campaigns.
Examples include Google AdWords, Bing Ads, SEMRush, SpyFu, WordStream.
Social network advertising software, like SEM apps, assists you in handling social media advertisements.
AdEspresso, Adzooma, upRive, Qwaya, StitcherAds, and other related services are examples.
C. Native Advertising:
Native advertising channels, also known as content marketing or content exploration platforms, advertise your content on other websites. Thus, growing the impact of your content at scale.
Taboola, Outbrain, Adblade, 4INFO, and other similar sites are examples.
D. Programmatic Ads:
Programmatic marketing is the purchase and sale of ad spaces in real-time. Buying systems allow you to easily target your advertising. Simplify your promotions and gain instant access to ad stocks.
SmartyAds, Simpli.fi, Skipper, Adbeat, MediaMath, and other similar services are examples.
6. MarTech Tools for Sales Management
Sales program is an essential method for smarketers (sales+marketers). Sales software allows you to monitor and simplify different critical facets of the sales and consumer management processes on a large scale. Notably, this segment would look at sales integration techniques, customer service, and Customer Relationship Management (CRM).
A. Sales Automation Platforms:
Sales automation platforms handle contact management, lead management, sales planning, bulk communications, call logging, and other tasks.
Examples include Zoho, Prospect.io, and Outreach.
B. Customer Support Apps:
Customer support apps help you connect with your clients. You can easily respond to their concerns and complaints.
Examples include Zendesk, Intercom, and Freshdesk.
C. Customer Relationship Management (CRM):
CRM platforms provide feedback control, alerts, schedule, job scheduling, campaign management, and monitoring.
Salesforce, HubSpot, SugarCRM, Freshsales are among other examples.
7. MarTech Platforms for Data and Analytics
Platforms for data and analytics are about data and analytics. In particular, Customer Data Platforms (CDPs) and Data Management Platforms (DMPs) are examples of marketer-sustained data systems, while analytics platforms cover online analytics, tag management, and predictive analytics. Let’s look closely at the various Data and Analytics systems.
A. Data Management Platforms (DMPs):
DMPs are platforms that handle data. DMPs increase ad targeting and advertising purchasing productivity by collecting confidential third-party info.
Adobe Audience Manager, Krux, Lotame, BlueKai, among other applications, are examples.
B. Customer Data Platforms (CDPs):
CDPs mainly capture first-party data and are included in virtually any field of customized, 1:1 marketing.
Evergage, Dynamic Yield, Listrak, blueconic, blueshift, Lytics are examples.
C. Online Analytics
Online analytics systems capture and monitor website insight, such as user demographics and behavior, traffic, and site results.
Examples include Google Analytics, Kissmetrics, Piwik PRO, etc.
D. Tag Management:
To capture various forms of data, you must have tags on your site. Tag management systems allow it to incorporate tags without doing any coding.
Examples include Google Tag Manager, Launch by Adobe, Tealium.
E. Predictive Analytics:
These technologies allow forecasts based on current and historical evidence using artificial learning, data analysis, and pattern classification.
Aviso, EverString, Dataiku, RapidMiner, and other related applications are examples.
What Is a MarTech Stack?
“A MarTech stack, in this case, is several different technologies from many different companies that are meant to attract and retain customers in the most efficient way possible.”
~ James Thomas, CMO, Solium (Allocadia) (Source: Ad Age India)
You heard about the most widely used MarTech methods in the previous segment. Nevertheless, you are still curious about how to incorporate these resources into marketing activities. ‘MarTech stack’ falls into action right over here.
Simply placed, a MarTech stack is a set of techniques that advertisers utilize in conjunction to improve their processes.
What Is the Purpose of a MarTech Stack?
Harrington Emerson, a well-known American efficiency engineer, and market strategist, once said, “As to approaches, there might be a million and then some, but concepts are few.” A man who understands values will effectively choose his tactics. The man who attempts strategies while rejecting values expects to fail.”
Marketers are often perplexed on which methods to use in their marketing operations. They keep experimenting with various techniques. Marketers have high hope that the next one can fix their problems. The drawback to this solution is that you can keep going around in circles without accomplishing much. As a result, once you grasp the procedures and funnel, it will be simple to create a MarTech stack that delivers performance.
How Can You Construct a MarTech Stack?
Suppose you’re using a few marketing strategies but don’t yet have a solid marketing technology stack. In that case, this segment will give you enough detail to get started on developing the first marketing technology stack. However, before you start, it is significant to clearly understand the target fields and any technology proposition. Is it a robot? Is it increasing organizational efficiency? What variables affect size and coherence? Is data-driven targeting more intelligent?
We recommend that you first have clarification and then develop. The following are relevant aspects to remember when designing a MarTech stack for marketers:
1. What Is the Company’s Martech Business Model?
Understand the organization’s corporate model before going into the nitty-gritty of constructing the stack. What exactly is your product? Are you a business-to-business or a business-to-consumer brand? What industry do you serve? Consider the structure of the price system structured and the product cycle.
Responding to these primary questions can provide you with clarification when it comes to selecting equipment.
2. What Are The MarTech Objectives?
You must have identified your marketing objectives and the desired results from your future MarTech investment(s). If not, use this as a chance to discuss the marketing priorities. If you have finished the core business exercise, developing marketing objectives aligned with the company’s preferences could be the next logical move. Therefore, remember to identify the desired results from the expenditure in developing a MarTech stack during this practice to help build a business case.
3. What Is the Structure of The Marketing Funnel? How Does The ‘Buyers’ Journey’ Look?
In general, the marketing funnel comprises of the following criteria:
- Awareness: The consumer becomes conscious that they are facing an issue.
- Interest: The consumer begins to search for potential solutions.
- Consideration: The consumer narrows down possible options.
- Purchase: The customer makes a purchase based on his or her analysis.
- Post-Purchase Assessment: The customer tries the commodity and reviews his or her experience using it.
- Re-Purchase: The customer chooses whether to repurchase the item based on their prior experience.
Visualising The MarTech Stack
Once you have created a marketing funnel tailored to your business, you will need to fill in the gaps with resources and channels for each level of the funnel to complete your MarTech stack. MarTech solutions help advertisers connect with consumers. At any point of the sales funnel, MarTech allows them to manage the whole consumer experience. Some goods engage with consumers at every end of the journey, while others develop for a specific stage. Hence, choose what you believe would best fit you, then repeat the process.
Putting Together The MarTech Stack
Here are some of the main methods and innovations that marketers may expect to see in a standard MarTech Stack:
- Advertising Methods for Content Management Systems (CMS).
- Tools for Conversion.
- Email Promotion.
- Customer Service on Social Media.
- Automation Software for Customer Relationship Management.
- Analytics on the Internet.
The secret to a good MarTech Stack is seeking a happy medium. In a post, Dan Purvis, Founder & Director at Comms Axis, says:
“As the phrase ‘stack’ means, do not see the MarTech solutions in isolation. Moreover, they should be a combination and blend of all of the tools that provide overall marketing results and each particular piece of marketing ROI. An effective MarTech stack requires a good balance, mostly by trial and error with various methods. When you start incorporating technology and constructing your stack, you will find how your resources concentrate on the more imaginative and inventive facets of communication. The methods will guide your choices and decisions.”
What are the Must-Have MarTech Manager Skills?
“MarTech executives think on all aspects of their brain.”
Hearst Newspapers Digital Senior Director, Michelle Gudema (Source: CMS Wire)
Now, let us discuss the traits and attributes of those who want to be recognized as MarTech leaders in the future. Henceforth, these are not inherently hard or soft skills but instead attributes innate in an individual and can be learned by careful practice.
5 Important MarTech Leader Skill Sets
1. Capability to Think Strategically and Tactically
As marketing has expanded into numerous fields such as content, social networking, email, mobile marketing, and so on, an ideal MarTech boss should be able to think creatively and tactically.
Strategically, you should be able to match your communication strategies with the organization’s priorities and align the appropriate resources, techniques, and channels to get there.
The marketing expert should be a T-shaped human from a tactical viewpoint. Therefore, they must grasp all of the marketing fields listed above and be specialists in at least one of them.
Having these two skills would allow marketers to play strategically in silos while seamlessly balancing all of the big picture’s marketing fields.
2. Marketing Automation Capabilities
Any marketing automation tool aims to maximize productivity. Mastery of such technologies comes with a big learning curve. Stand-alone devices targeted at diverse fields of promotion, on the other hand, do not necessitate experience. The user interface (UX) of such items is intuitive, making them simple to use. Since marketing automation is a set of resources, you must consider how it is related to the suite’s remainder or stack.
You have already found that all large companies expect their MarTech individual to know the marketing automation tools they use. Consequently, if you want to become a sought-after MarTech boss, you can master at least one business intelligence platform.
3. Predictive Analytics Skills
New-age marketing is data-driven, and the modern marketer should be as well. You should be able to collect data from almost every MarTech app or marketing method. As a result, it is more necessary to treat data as sacred than to obey your instincts. While you are not supposed to be a data scientist, learning the fundamental principles of mathematics, game theory, and chance would undoubtedly offer you an advantage over those in the industry.
Simply look at the digital marketing data and set a target to get underway. If the bounce rate is high but your average time on the website is low, use this data to devise a strategy to minimize the bounce rate while increasing the time spent on the page. When you have learned this, pass it on to other facets of the business and product (mobile or web app) and finally scale it up.
4. Capability to Build and Maintain an Ideal MarTech Stack
About 7000 MarTech platforms are available on the market. How can you choose the right one from the crowd? While using a marketing automation framework helps to solve some of your challenges, you need a variety of other solutions to handle various marketing aspects. For example, even though you use a social media management platform to simplify your social media calendar, you would also need a separate tool to run and handle your paid social media advertising. As a consequence, getting a comprehensive understanding of MarTech resources is essential. This will enable you to build a personalized MarTech stack for your company.
It is important to note that developing a MarTech stack is just one aspect of the overall MarTech stack phase. The accurate measure is how well you do it. With new resources releasing regularly, you can test them all. Many marketers do this, and it inevitably leads to Frankenstacks, where the resources are out of sync. The whole MarTech framework is ineffective, hindering the organization’s development.
5. Develop a Positive Mindset
According to Carol Dweck, a respected psychology professor at Stanford University, individuals with a development mentality are not scared of disappointment as long as they realize that it would be a lesson in bettering themselves.
Here are some of the explanations why the positive mentality is so critical in MarTech:
Ability and Desire To Take Measured Risks
Any choice you create has a cost in terms of potential. The opportunity cost of uncertainties is more significant since the precise result is uncertain. Knowing which risks are worthwhile to pursue would help you become a stronger marketer. Be open-minded! You must be willing to find the correct balance of observation and assumption.
For example, if a new MarTech tool or marketing strategy is launched, rather than hopping on board, take a step back and think it through before installing the Frankenstack mentioned above. Recognize that you do not have to test every piece of software that hits the market. So if one catches your attention, make sure to read up on the ratings in impartial business outlets like MarTech Advisor or directories where people can leave comments. If you like the design, order a prototype, and only if you feel it would add value, you should continue with a trial.
As you read this, a new update to MarTech is on its way. MarTech is a fast-paced industry, and if you are not improving, you can slip behind. You do not have to take giant leaps, but you can aim for a 1% change every day. Learn qualities that can make you do a great job. To be a fast adapter, you must consider the correct learning strategies. Coursera’s Learning How to Learn tutorial is an outstanding guide for this.
Several people ask, “How will I be imaginative if I don’t have any artistic talent?” That is not correct. To be artistic with your job, you don’t have to be an artist. What you need is the right attitude to unleash your imagination. It is as quick as adding your sitcom into your material. Gain concurrent knowledge that can help you showcase your creativity in addition to MarTech. Understanding design basics such as typography, colors, UI/UX, harmony, room, and so on, for example, can help you develop your MarTech capabilities.
The Path Ahead
We hope that we gave you a basic understanding of marketing technologies and what it requires to become a MarTech expert. Please keep in mind that we have just touched the surface in this article; there is a lot more to MarTech. Be a voracious reader if you want to become a professional in this area. Absorb what interests you and look for opportunities to incorporate it into your job.
We wish you the best of luck on your MarTech trip!