Definition

marketing stack

A marketing stack, also called a marketing technology stack, is a collection of technologies used by marketers to perform, analyze and improve their services. A marketer is an employee of a company whose job is to help the business achieve its goals by displaying the company in a positive way to the public, interacting with current buyers to ensure they stay active with the company and reaching out to potential buyers to bring in new business and increase sales.

Components a marketing stack

A marketing stack might include:

  • an email marketing platform
  • a content management system (CMS)
  • customer relationship management (CRM) software
  • analytics tools for tracking different efforts

A full stack marketer is someone who knows and understands all components of the stack. This broad knowledge allows them to work on a project relating to any area of the marketing stack.

The stack and how it is organized is based on the type of business and what they find most important to their marketing efforts. The biggest difference is whether it is a business that sells to consumers (B2C) or to other businesses (B2B). The technologies used in these two businesses will differ greatly since they use different methods to gain customers.

How to use a marketing stack

In order to create a solid marketing stack, all companies must first define and perfect their brand essence, personality and goals. Once this is established, they can begin building off this base to create a company website, social media platforms, like Instagram and Facebook, and improve search engine optimization (SEO) so their name is seen in related keyword searches. The company will also need to create a place where they keep all of their customer data. This collection of data can then be used to create email marketing campaigns. Other levels of the stack might include direct mail and marketing events. Once the stack is created, the company will be able to use the layers of supportive technology to engage with customers and achieve their marketing goals.

Importance of a marketing stack

The landscape of marketing technology is consistently growing and changing as more technologies are created to help marketers understand the constantly changing needs and desires of their customers. The evolving field of digital marketing provides marketers with new platforms and methods of communicating with customers. Developing a marketing stack allows a business to gain an understanding of which technologies are most beneficial to their goal. The stack will also make achieving the goal easier by providing marketing automation. The stack must start with a strong foundation and then each level that is built up must be able to support the next layers. Creating and maintaining a marketing stack will help marketing companies achieve their goals, trace feasibly trace customer journeys and interact with customers in the most efficient and effective way through customized messages that will turn leads into new customers and keep current customers interested.

This was last updated in June 2019

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