How to build your Martech Stack in 3 steps

With the B2B customer journey becoming more and more complex and the increasing number of channels used in B2B (from 5 to 10 in the past 5 years according to McKinsey), the need for the use of marketing technology also increased. Of course, technology follows strategy and can never be leading, but still, when it comes to that marketing technology (or MarTech) stack, marketers feel insecure as to how to build that stack. And a lot of the marketing budget goes into that stack, so no wonder marketers want to know more. In this blog, we’ll help you define that stack and you’ll find a download with an extensive checklist for your own audit.

Source: Garten

 

Build your MarTech Stack step 1: Discovery and strategy

Our motto is: strategy first and technology second. As nice as all the new platforms and tools are, they are worthless when you don’t have the right strategy in place. So first, you’ll need to define the right strategy. To achieve this, we usually do a brainstorm (2 x 3 hours usually works) in which we go through our 5-step roadmap to success. This framework will help you to get to a structured strategy in a pragmatic way. This is the framework you can use:

Build your MarTech Stack step 2: Audit your existing stack

after you have defined your strategy, it’s time to find the right tools to support your journey in the next years. First of all, you’ll need to find out which tools you are already using. Typically, a marketer uses around 30 different tools, from Google Analytics to Canva and from marketing automation to SEO software. It can be a lot of work to gather all the information, but we have developed an extensive (33-page) document in which you can both perform steps 1 and 2. It is called the ‘Audit Checklist’ and can be downloaded for free here:

Build your MarTech Stack step 3: Defining your future stack

Now that you have defined your strategy and listed your current stack, it’s time to find the gaps. The easiest way to do this is by using the different stages in a customer journey. In each stage, you’ll need technology to support the automation of processes and enhance customer experience. We have made a visual that you can use in this stage:

 

Need help in your marketing & sales technology journey?

Do you need help defining the right marketing and sales technology stack, or discussing your case? Just book a meeting below on our calendar.