Simply put, MarTech is Marketing Technology. This technology is called a “stack”, a collection of technologies that help you meet your goal: getting your messaging out.
What do you need for a basic MarTech stack?
Customer Relationship Management (CRM): This holds all of your contacts and your interactions with them – think Salesforce or HubSpot – and often has integrated marketing automation tools.
Marketing Automation Platform: This technology lets you automate your marketing campaigns. From behavioral responses and DRIP campaigns to forms, landing pages and in-depth engagement analytics, marketing automation leverages your work and takes the pressure off publishing. Deploy a campaign and let it run!
Social Media Management Platform: If your Marketing Automation platform doesn’t include social media or you want something more robust, a social media management platform such as Hootsuite or Buffer lets you create and schedule posts to automatically publish, as well as track analytics.
How do you manage a MarTech stack?
While integrations are key, these technologies need a steady oversight to properly deploy your campaigns. Designating “owners” for the platforms is key.
Based on management, knowledge and subscription costs, this can be daunting to a business starting a marketing program. A couple of options are to build a marketing department or to outsource your marketing technology management, let an agency build the MarTech stack, consult on your best configuration and manage your campaign deployment or give you full access and shoulder the tech and customer support, updates and majority of costs.
Creatively decide what option is best for their unique business.
Wondering how outsourcing your marketing technology can work for you? Let’s talk! Contact us at jillians@channelmethods.com
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