The marketing technology stack—if you haven’t heard of it, it’s time to get yourself educated. What is it? Well, it’s the love child born of the marriage of the Chief Marketing Officer and the Chief Technology Officer. They named their baby Chief Technology Marketing Officer, and gave it it’s own department. The marketing technology stack is it’s toy chest.
The marketing technology stack is not so much a standalone product, but more a set of tools to manage the “big data” of your business—the terabits of customer information inside and outside your company. Stack tools harness this data to create automated, personalized measurable marketing programs that deliver the right offers to the right people at the right time. This makes your customers happy because you have brilliantly solved their problem before they knew they had one. It makes your boss happy too. It’s all good.
For at least a generation, companies have had access to far more customer information than they can use. Think about it. Why do you get offers for credit cards that you already have (or worse, credit cards you have already been denied)? Because your credit card company has customer information stored all over the universe and can’t connect the dots between different sources. The big data at the bottom of the marketing technology stack is customer and business information. On top of this you have various layers of information management, and tools to drive sales. These might include:
This is one version of a marketing technology stack. There are others. Some stacks are bigger than others. Some vendors sell bundled enterprise marketing technology solutions, while others specialize in specific layers. Some products overlap, blending email marketing with inbound marketing. We’re in the early stages of this market.
Why should you care about a marketing technology stack? Because it works. Because it is what your customers want. Because it will make you look fantastic (to your boss, not the girl or guy in the next cubicle).
Consider this. People welcome tools that make their lives easier by automating routine tasks. Marketing is not about tricking people into buying something they don’t want, but about making it easier to get what they do want and need. The marketing technology stack enables this by combining customer information with marketing automation to allow you, the Marketer, to be the genius you are by delivering the right offer to the right person at the right time, increasing sales and keeping the funnel full.
You’ve reached the end of What is a Marketing Technology Stack and Why Should You Care?, but this is only the beginning. If you’re wondering where to go from here, check out these recommended next steps:
This article was hand-crafted by Bill Peatman