Do you have a marketing technology (martech) stack? You may have heard the term but aren’t sure if it applies to your setup. Martech describes the range of platforms and tools that assist your marketing efforts. A stack is the collection of all those various tools and how they work together.
Why is it called a “stack?” The term comes from the world of coding, where the “stack” describes the different coding languages used to build any piece of software (as in the phrase “full-stack developer”). In coding and martech alike, a stack includes a foundational level and additional levels “built” on top of that foundation. So, if the foundation isn’t sound, neither is the stack. Here are some examples of martech to solidify your understanding.
Recent research by Productiv found that marketing organizations use an average of 44 applications. This proliferation of tools can be good and bad— it can be easy to take on too many as your needs evolve.
For example, a car stereo company with a dedicated sales team might build their martech stack around a lead tracking solution by adding tools aligned with the lead management process. Compare this to a nonprofit with no sales team, but a large and responsive email list. They may be better off building their stack around the best marketing technology for email drip campaigns. Their email solution may already include a lead tracking feature, so there’d be no need to purchase another solution to handle that.
The user interface for an email workflow tool will be more familiar to the nonprofit team, helping them to hit the ground running. By contrast, the lead tracking software that would be ideal for the car stereo company could have a steeper learning curve for the nonprofit, slowing them down with features they don't even need.
Next, learn about three martech stack frameworks that can help structure your build.
Now you understand how martech solutions fit together. Next, explore our unified ecosystem of martech tools in Oracle Marketing.
Waynette Tubbs is responsible for content strategy and development for Oracle Advertising and Customer Experience and is Editor of the Modern Marketing Blog. She has developed a comprehensive portfolio of strategic business and marketing communications during her career spanning more than 20 years of magazine, corporate communications, and agency work.