In the same spirit, the term "stack" is occasionally used, perhaps with a graphic portraying one, but the concept of a software stack is not specifically discussed. The number of software tools available to marketers, and the growing importance of their use, suggests that an introduction to the concept of a marketing technology (martech) stack might be useful. Hence the infographic.
CMO lists essential tools for a martech stack as being:
- Content Management System
- Customer Relationship Management
- Email and Customer Nurture
- Social Media Listening and Analytics.
|2017 Marketing Technology Landscape|
Whether the business builds its own stack or whether it brings in an agency to assist, building a successful martech stack is not a "one size fits all" activity. It needs to be tailored to the business's priorities, long-term as well as short-term, and to the resources, both human and financial, it can devote to building and using the stack.
The examples links above are interesting and instructive, but again, this should not be a "choose one" project. Reading helpful content about building stacks would be a better use of time and the CMO link is a great place to start.