Building a MarTech Stack That Works for You: 5 Ways to Ensure Your MarTech is Meeting Your Needs

In a recent AAM! High Webinar, “Five Ways to Build a MarTech Stack That Actually Works for You,” Warren Averett’s Joy Abbott, Marketing Technology Manager, and Sunny Ricks, Director of Marketing Communications, covered how to choose the right marketing technology tools, integrate them effectively and scale your MarTech strategy to achieve marketing goals.

Despite the numerous benefits of marketing technology, many marketers still face common challenges, such as integration issues, data security and privacy concerns, skill gaps, budget constraints and rapid technology changes.

One way to overcome these challenges is by building a marketing technology stack (also known as a MarTech stack), which combines different technologies and tools to help you execute and analyze marketing activities.

Below is a summary of the five-step approach that you can use to ensure your MarTech stack meets your needs.

Identify Key Components

Start by looking at all your marketing technology and tools. What are the main buckets that you are seeing? The data in your tools should complement each other and help bridge the gap for potential insights. What tools are you using to interact with, attract or convert contacts? Lastly, what tools are you using to analyze your marketing efforts? Start your documentation there.

Efficiently Track and Monitor Your Stack

Document the specific tools in those buckets to help you see your current coverage, and take a fresh look at processes to see where you can be more efficient. Lastly, work with your IT team, as they know about the firm’s other technologies that may need to be documented. Your relationship with them is essential to a well-documented stack.

Align MarTech with Marketing Objectives

Next, make sure you understand the firm’s overall objectives and how your marketing campaigns support them. Sit down with your team and figure out common challenges during their day-to-day work duties. Write them down in the document that you’re using to track your stack. Having it all in one place is helpful as it helps you see your challenges and the current tools that you can use to address them.

Scope Needs for New Tools

Examine your documented MarTech stack carefully. Did you identify any gaps? Before you scope out new tools, make sure to clearly define your requirements and needs and understand your data environment and its limitations.

Outline the pros and cons of each new tool before shortlisting your top three vendors and asking them for customer reviews. Don’t forget to negotiate! Once you have researched, chosen and purchased your preferred tool, add it to your documented MarTech stack.

Create Buy-In Through Effective Onboarding

User adoption and buy-in are essential to ensuring your MarTech stack is successful. Start thinking about your onboarding plans early, create a pilot program and find champions. Make sure to communicate the benefits of the new technology and highlight how the technology solves existing challenges.

By leveraging data, technology and automation, you can create a MarTech stack that helps you stay ahead of trends, optimize marketing efforts and deliver an exceptional client experience.

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About Joy Abbott

Joy Abbott is the Marketing Technology Manager at Warren Averett. Joy oversees a spectrum of marketing strategies encompassing inbound marketing, lead nurturing and the development of the firm's online presence through website management and branding initiatives. Her proficiency lies in leveraging marketing technologies to streamline processes, optimize contact engagement and drive impactful results for the firm's growth and success.

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