Why Is the Martech stack so important?

Why is the Martech stack so important?

Authored by Ameex Technologies on 23 Jan 2019

There is no denying the fact that marketing requires a great deal of technology. A digital presence is mandatory for marketers to reach customers and attract new buyers. So, as a means of tackling these ever-changing channels and behaviors, marketers have created the so-called marketing technology, or martech stack, for short. It manages everything from your website, email, social media, ads, and apps. 

Contrary to what many believe, a martech stack goes beyond social media scheduling or automated emails. Numerous technologies are being stacked together to create an integrated series of tools capable of building customer relationships across multiple channels at the same time. 

The Influence of the Martech Stack on the Customer Journey

It's no surprise that the software you use will influence the customer journey. In the end, every piece of software was developed by a different team aiming to resolve slightly different problems. It is no wonder, then, that software comes with its intrinsic perspective, based on its developers' points of view, preferences, and way of doing things.

These subtle changes in software will result in slightly different features. These, in turn, will result in the user to make individual decisions, based on those subtle differences. The same thing is for every piece of technology that's part of the martech stack. If you add them all together, the technology you select may end up influencing the customer journey by a significant margin. 

It is the reason why selecting the right software is essential. Not only do they have to synchronize with each other, but if one or more of these tools no longer deliver, you should be able to make the change.  

How to Create Your Martech Stack?

Before creating a new martech stack, it's important to ask yourself the following questions.

  • How are your customers interacting with your current marketing tools?
  • Why have you chosen these tools, in the first place?
  • What elements are functioning exactly as they should?
  • What tools aren't?
  • Is there some part of the customer journey that isn't working at all?
  • How are your current tools integrating today?
  • Who are the stakeholders that use the data from your stack?

As you are considering these questions, also take the necessary time to understand the relationship between your martech stack and how it will influence the customer journey. It will allow you the required foresight to shape them together as you move forward. 

When implementing this martech, also look at both your internal and external needs. On the one hand, internal needs to refer to the people that need to use the tools, in the first place. While on the other side, external needs to apply to the people that the stack affects - such as the customers and stakeholders. 

Among these stakeholders, we may have executives looking to see reporting data or a sales team looking to understand the marketing activities better. It helps them better reach out to prospects by providing them with the right message. 

In summary, if you are looking to change your marketing technology stack, keep in mind that the software you choose has the power to influence both the customer and the internal experience. If you are looking to create a martech stack or to improve on your old one, do not hesitate to contact us. Our team of professionals will help you with your needs.