The Ultimate Guide to Building a Cutting-Edge Marketing Technology Stack in 2018



Understanding the Components of a Marketing Technology Stack

Building a cutting-edge marketing technology stack is vital for businesses looking to stay competitive in today’s digital landscape. A marketing technology stack refers to a set of tools and technologies that marketers use to streamline and automate their marketing efforts. It encompasses a wide range of software solutions that help manage customer data, create and distribute content, analyze performance, and facilitate targeted advertising. In this article, we will discuss the core components of a marketing technology stack.

Customer Relationship Management (CRM) system

A CRM system is the foundation of any marketing technology stack. It helps businesses organize and manage customer information, interactions, and activities. With a CRM system, marketers can track customer behavior, analyze trends, and segment their audience for targeted campaigns. This valuable data allows businesses to develop personalized marketing strategies and enhance customer experiences.

Content Management System (CMS)

A CMS is a software platform that enables marketers to create, edit, and publish online content. It provides a user-friendly interface for managing websites, blogs, and landing pages. With a CMS, marketers can easily update their content, optimize for search engines, and track engagement metrics. This component of the marketing technology stack is essential for content-driven marketing efforts.

Email marketing software

Email marketing software allows businesses to automate their email campaigns, create personalized messages, and track engagement metrics. It helps marketers build and maintain relationships with leads and customers by delivering targeted and relevant content. Email marketing software also includes features like A/B testing, segmentation, and automation workflows, which improve campaign effectiveness.

Social media management tools

Social media management tools enable marketers to streamline their social media presence across multiple platforms. These tools allow for scheduling posts, monitoring performance, and engaging with followers. They also provide valuable analytics and reporting features that help marketers measure the impact and success of their social media campaigns.

Analytics and data visualization tools

Analytics and data visualization tools are essential for measuring marketing effectiveness and making data-driven decisions. These tools provide actionable insights into customer behavior, campaign performance, and return on investment. Marketers can use these insights to optimize their strategies, allocate resources effectively, and drive better results.

Marketing automation platform

A marketing automation platform enables businesses to automate repetitive marketing tasks and workflows. This includes lead nurturing, campaign management, and customer segmentation. By automating these processes, businesses can save time, increase efficiency, and deliver more personalized experiences to their audience.

Advertising and retargeting tools

Advertising and retargeting tools are crucial for businesses looking to reach their target audience with precision. These tools allow marketers to create and manage their digital advertising campaigns, optimize ad spend, and retarget users who have shown interest in their products or services. Advertising and retargeting tools help drive increased brand visibility, website traffic, and conversions.

SEO and keyword research tools

SEO and keyword research tools are essential components of any marketing technology stack. These tools help businesses optimize their online content for search engines, improve organic search rankings, and drive relevant traffic to their websites. By understanding the keywords and phrases used by their target audience, marketers can create compelling content that aligns with user intent and improves visibility.

Assessing Your Business Needs and Goals

Before building or updating your marketing technology stack, it’s crucial to assess your business needs and goals. This assessment will help you identify the gaps in your current stack and determine which components are necessary for achieving your marketing objectives.

Identifying your marketing goals and objectives

The first step in assessing your business needs is to clearly define your marketing goals and objectives. What do you want to achieve with your marketing efforts? Are you looking to increase brand awareness, generate leads, improve customer retention, or drive sales? By identifying your specific goals, you can better align your technology stack with your overall strategy.

Evaluating your current marketing technology stack

Take a close look at your existing marketing technology stack and evaluate its performance and effectiveness. Are you experiencing any limitations or challenges with your current tools? Are there any features or functionalities that are missing? Understanding the strengths and weaknesses of your current stack is crucial for making informed decisions when choosing new components.

Conducting a gap analysis to identify missing components

Once you have evaluated your current stack, conduct a gap analysis to identify the missing components. Determine which tools are necessary to fill the gaps and align with your marketing goals. This analysis will help you prioritize your investments and choose the right technologies for your business.

Understanding your budget and resource constraints

Consider your budget and resource constraints when selecting new components for your marketing technology stack. Evaluate the costs associated with each tool, including implementation, training, and ongoing maintenance. Additionally, consider the capabilities and expertise of your team members when choosing new technologies to ensure seamless integration and optimal utilization.

Researching and Choosing the Right Tools

Research is key when it comes to choosing the right tools for your marketing technology stack. With a wide range of options available, it’s important to evaluate features, functionality, scalability, integration capabilities, and user feedback before making a decision.

Conducting market research

Start by conducting thorough market research to identify industry-leading tools and platforms. Look for tools that have a proven track record of success and are widely used by other businesses in your industry. Evaluate their reputation, customer support, and overall market presence.

Evaluating features and functionality

Examine the features and functionality offered by each tool. Does it align with your specific marketing needs and goals? Look for tools that offer comprehensive solutions and customizable options to fit your unique requirements. Pay close attention to features that are critical for achieving your marketing objectives.

Considering scalability and integration capabilities

As your business grows, your marketing technology stack should be able to scale accordingly. Consider the scalability of the tools you are evaluating. Can they accommodate your future needs? Additionally, ensure that the tools you choose have robust integration capabilities, allowing them to seamlessly work together and share data.

Reading user reviews and testimonials

User reviews and testimonials provide valuable insights into the performance and user experience of different tools. Read reviews from other businesses in your industry to understand the strengths and weaknesses of each tool. Consider factors such as ease of use, customer support, reliability, and ROI when making your decision.

Implementing and Integrating Your Marketing Technology Stack

Implementing and integrating your marketing technology stack requires careful planning and execution. By following a structured approach, you can ensure a smooth transition and optimize the performance of your stack.

Creating a roadmap for implementation

Start by creating a roadmap that outlines the steps and timelines for implementing your new stack. Break down the implementation process into manageable phases and assign responsibilities to team members. A roadmap will help you stay organized and ensure that the implementation is executed successfully.

Setting up and configuring each component

Once you have chosen your tools, it’s time to set them up and configure them according to your specific requirements. Follow the installation and setup instructions provided by each vendor. Take the time to customize each component to align with your branding and marketing strategy. This will ensure that the tools work seamlessly together and deliver the desired results.

Integrating different tools for seamless data flow

Integration is critical for ensuring a seamless flow of data between different components of your marketing technology stack. Utilize the integration capabilities of your chosen tools to connect them together. This will enable data sharing, automation, and a holistic view of your marketing efforts. Work with your IT team or seek assistance from the tool vendors to ensure successful integration.

Testing and troubleshooting for optimal performance

Before fully deploying your marketing technology stack, thoroughly test each component for optimal performance. Ensure that data is flowing correctly, automation workflows are functioning as intended, and reporting and analytics are accurate. Address any issues or bugs that arise during the testing phase to prevent any disruptions once the stack is live.

Training and Adoption

Training your team on how to effectively utilize the tools in your marketing technology stack is crucial for achieving maximum ROI. Encourage adoption and engagement to ensure that your team embraces the new technologies.

Developing a training plan for your team

Create a comprehensive training plan that covers the features and functionalities of each component in your stack. Train your team on how to effectively use the tools and leverage them to achieve their marketing objectives. Consider providing personalized training sessions and resources to address specific learning needs.

Providing resources and tutorials

Provide your team with resources, tutorials, and documentation that they can refer to when needed. This can include user guides, video tutorials, and knowledge base articles. Having easily accessible resources will help team members quickly overcome any challenges or obstacles they may encounter while using the tools.

Encouraging adoption and engagement

Encourage your team to embrace the new technologies and incorporate them into their daily workflows. Highlight the benefits and efficiencies that the marketing technology stack brings to their roles. Regularly communicate the value of the tools and share success stories to inspire adoption and engagement.

Monitoring and Measuring Success

Monitoring and measuring the success of your marketing technology stack is crucial for ongoing optimization and improvement. By tracking key performance indicators (KPIs) and analyzing data and metrics, you can make informed decisions and continuously refine your strategies.

Defining key performance indicators (KPIs)

Identify the KPIs that align with your marketing goals and objectives. These could include metrics such as website traffic, conversion rates, engagement levels, lead-to-customer ratio, and revenue generated. Set benchmarks and goals for each KPI to track progress and measure the success of your marketing efforts.

Tracking and analyzing data and metrics

Leverage the analytics and data visualization tools in your stack to track and analyze relevant data and metrics. Monitor the performance of your campaigns, customer behavior, and overall marketing ROI. Identify patterns and trends to better understand your audience and target them more effectively.

Making data-driven decisions

Use the insights gathered from data and metrics to make data-driven decisions. Adjust your marketing strategies, campaigns, and tactics based on the data and analysis. Continuously test and iterate to optimize your marketing efforts and improve performance.

Iteratively optimizing your marketing technology stack

Optimization is an ongoing process when it comes to your marketing technology stack. Regularly review your stack and assess its performance. Identify areas for improvement and consider new tools and technologies that can enhance your marketing efforts. Stay up-to-date with industry trends and advancements to ensure that your stack remains cutting-edge.

Staying Up-to-Date with New Developments

In the rapidly evolving landscape of marketing technology, it’s essential to stay up-to-date with new developments and emerging technologies. Continuously evaluate your stack and make necessary updates to ensure it remains relevant and effective.

Being aware of emerging technologies and trends

Stay informed about emerging technologies and trends in the marketing technology landscape. Attend industry events, webinars, and conferences to gain insights into the latest advancements. Engage with industry thought leaders and participate in discussions to broaden your knowledge and perspective.

Regularly evaluating and updating your stack

Regularly evaluate the performance and relevance of your marketing technology stack. Assess the needs of your business, market conditions, and emerging trends to determine if any components need to be added or replaced. Consider the scalability, integration capabilities, and ROI of the tools in your stack when making updates.

Best Practices and Tips for Building a Cutting-Edge Marketing Technology Stack

Building a cutting-edge marketing technology stack requires careful planning and consideration. Here are some best practices and tips to help you build an effective stack:

Ensure alignment with your overall marketing strategy

Ensure that your marketing technology stack aligns with your overall marketing strategy. It should support your business goals and help you achieve them more effectively. Avoid adding unnecessary tools or components that do not contribute to your objectives.

Prioritize integration and interoperability

Choose tools that prioritize integration and interoperability. This ensures that data can flow seamlessly between different components, enabling a unified view of your marketing efforts. Integration capabilities also save time and resources by automating workflows and eliminating manual data entry.

Test and evaluate tools before committing

Prior to committing to a particular tool, thoroughly test and evaluate it. Take advantage of free trials or demos to assess how the tool performs in a real-world scenario. Involve your team in the evaluation process to gather their feedback and ensure that the tool meets their needs.

Stay agile and adaptable

Marketing technology is constantly evolving, and new tools emerge regularly. Stay agile and adaptable to changes in the industry. Be open to trying out new tools and technologies that can enhance your marketing efforts and provide a competitive advantage.


A cutting-edge marketing technology stack is essential for businesses to succeed in today’s digital age. By understanding the core components of a marketing technology stack, assessing your business needs and goals, researching and choosing the right tools, implementing and integrating them effectively, and continuously monitoring and optimizing their performance, you can build a stack that empowers your marketing efforts in 2018 and beyond.

Remember to stay up-to-date with new developments and trends in marketing technology, regularly evaluate and update your stack, and follow best practices for building a cutting-edge marketing stack. This will ensure that your business remains competitive and continues to drive successful marketing campaigns.


Leave a Reply

Your email address will not be published. Required fields are marked *