What is a Marketing Technology Stack and Why Should You Care?

April 29, 2014

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:

  • Customer Relationship Management (CRM)—this is where you organize your customer information, and into which you import externally generated information that you purchase or generate through marketing activities.
  • Tag Management Platform—With over a thousand marketing technologies out there, you need a TMS to help you deploy all of those tags on all of your sites pages, easily and efficiently. Check out Ensighten’s TMS.
  • Content Management System (CMS)—a way to create and organize your online content around your products and services and the keywords your customers use to find stuff you make.
  • Inbound Marketing—a program to capture the traffic coming to your site using landing pages with registration forms for white papers, webinars, case studies and other assets to generate leads.
  • Outbound Marketing—direct email solutions, ad delivery platforms, social networking monitoring and response solutions and other tools to generate leads.
  • Marketing Automation—a toolset that automates all these activities and campaigns, sorts leads based on selected criteria, and nurtures leads through the sales funnel and updates your CRM.
  • Customer Management—once a customer, you show them a different kind of love that lets them know you’re looking out for them with what they’re likely to want and need next.
  • Analytics that dashboard all this stuff and let you view and virtually live the awesome results your stack is delivering.

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.

Recommended Next Steps:

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:

  1. Visit the resource library to learn more.  White papers, webinars, tools, product information and more.
  2. Browse our blog. For the latest digital marketing news, research, and resources subscribe to our Blog RSS feed or bookmark ensighten.com/blog.
  3. Request a demo. See the Ensighten Agile Marketing Platform for yourself.

 

This article was hand-crafted by Bill Peatman

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