Your Ultimate Marketing Stack

In a little less than two weeks, we’re kicking off our first ever All About Marketing Tech virtual event, and Travis Wright will open with an address called “Building Your Ultimate Tech Stack.” Which forces us to consider the question: Exactly what do you need in your marketing stack? Are you even sure what a marketing tech “stack” is?

In a little less than two weeks, we’re teaming with CabinetM and kicking off our first ever All About Marketing Tech virtual event (#AAMT17), and Travis Wright, the infamous @teedubya on Twitter and author of Digital Sense, will open with an address called “Building Your Ultimate Tech Stack.”

Which forces us to consider the question: Exactly what do you need in your marketing stack?

Are you even sure what a marketing tech “stack” is?

Stack of coins
In a way, that’s not wrong.

If you’re not familiar with the term, your marketing tech stack is all of the tools you use to do marketing and how they fit together and interact. Often it starts with the CRM and marketing automation system/cloud, how they connect to your main database (or sometimes one of them plays the role of your main database) and all of the tools that connect with them to allow you to understand what your customers want and reach them across all channels.

That can be a lot of stuff. Here’s what happened when I tried explaining it to Taylor last year when she joined the team with no marketing background.

Thorin's Marketing Stack Doodle
Fortunately, she suffered no serious long-term psychological effects … aside from that recurring twitch.

So, what belongs in the perfect marketing stack?

I’m going to let Travis answer that in detail on March 1. But here are seven levels I think you have to consider:

  1. Where do you keep the customer and prospect data? How is it secured and accessed, and exactly what part of that is your job?
  2. How do you manipulate that data, both to deploy campaigns and power pesonalization?
  3. What lets you analyze and draw actionable insights from that data and other data you access? (RFM, likely buyers, behavioral triggers, look-alike analysis, etc.)
  4. What tech do you use to build your creative? To what extent do you need that to be flexible and data-driven (either so it can be personalized, or segments can be adapted to the analytics in 3)?
  5. What channels do you deploy that creative to, and how do you get it there? (I feel like the stack can develop a lot of columns here.)
  6. How do you monitor and converse with customers and prospects on those channels? (Even more columns.)
  7. For customers specifically, how do you handle their relationship and issues? (This part may well be in another department, but it certainly impacts how they respond to your marketing in the future.)

So that is seven layers deep of hard, meaningful decisions. And I bet I missed a few. What layers and tools do you feel you need to have in your marketing stack?

And if you want to hear from someone who really knows what their talking about on this — someone who’s helped companies across many verticals build their own stacks — don’t miss Travis Wright on March 1, kicking off All About Marketing Tech!