Assessing Your Marketing Technology Stack

Assessing Your Marketing Technology Stack

By Lisa Heay, Director of Company Operations at Heinz Marketing

In accordance to Scott Brinker’s most new Marketing Technological innovation Landscape, there are 9932 (and counting) answers in the promoting engineering house. Needless to say, it’s straightforward to get excited about all the new applications obtainable, be distracted by the most recent shiny object in advertising and marketing technology, or assume a new tool will automatically resolve a promoting challenge. 

But most of the time that tactic (or deficiency thereof) won’t work. 

Our motto is always method initial, technological innovation 2nd. We imagine that engineering desires to assist your marketing method, not be your internet marketing tactic. So how do you avoid obtaining distracted by people 9932 equipment out there and rather, get began assessing what you have and what you have to have to help your objectives?

Having Started

Assuming you have a marketing approach in put, we technique martech stack assessments with 3 major objectives in intellect:

  1. What instruments and technologies are staying employed?
  2. How do they support your company goals, and 
  3. How are they integrated?

When acquiring began with consumers on a challenge like this, we’ll ask some discovery inquiries to get the ball rolling. Talk to on your own these issues as a starting place to get a very first pulse on wherever you stand these days:

  • What applications and technology solutions are you and your groups at this time utilizing?
  • Are you organizing to make investments in new tools/tech in the close to potential?
  • Are there any rapid wants/gaps that have been introduced up?
  • What applications have been the most useful?
  • Are there any gaps in knowledge or procedures that you have been built aware of?
  • Are there any resources you’re scheduling to substitute in the in close proximity to long term? Why?
  • What are the most important use circumstances you want to go over in the upcoming couple of months? A person yr?
  • Are there any tools you feel are less than-used?
  • What schooling does your group have to have to far better use the resources and tech you have accessible?
  • How does your know-how serve your tactic? Does it at all?

Now set the answers to individuals queries apart because the moment you complete your audit, some of these solutions could alter.

Marketing Technological know-how Audit

The first action is to audit what systems make up your stack. It is easy to make a list, but the insights truly arise when you categorize them into the following teams:

  1. Basis
  2. Improve
  3. Have interaction
  4. Awareness
  5. Identification

How are these classes described?


Foundational resources make up the base of your enterprise. These instruments hook up to many other instruments that are the core applications and know-how to help your organization operate from a promoting and profits standpoint. This consists of behind the scenes, day-to-day equipment and know-how that assist the advertising and marketing and income initiatives operate efficiently. 

Equipment that tumble into this group are advertising and marketing automation equipment like Marketo, HubSpot or Pardot CRM platforms like Salesforce, NetSuite, Pipedrive, and HubSpot web-site platforms like WordPress, Squarespace, or Shopify interior conversation applications like Slack, Gmail/Google Suite, Workplace 365, Outlook, or Microsoft Groups customer assistance platforms like Zendesk and undertaking administration like Smartsheet or Asana.


These equipment permit you to examine info and deliver insights that can be utilised to optimize efficiency of your marketing and advertising and revenue attempts. 

Examples include Google Analytics for web site reporting and analytics knowledge examination instruments like Ability BI, or Tableau and particular analytics like HotJar for site warmth mapping E mail on Acid for email previewing and code development SEMRush and Moz for Seo, etcetera.


These instruments enable prospects to have interaction with your organization by means of content material, advertisements, a sales representative, your web site, and many others. 

Illustrations right here incorporate PathFactory or Uberflip for information experience administration gross sales automation platforms like Outreach or Salesloft site chat bots like Drift or Olark or a conference device like Chili Piper and Calendly.


These equipment enable you seize the awareness of prospective clients. Assume social media—paid and natural, Vidyard for interactive movie creation, immediate mail alternatives like Sendoso or PFL, YouTube, E mail Advertising and marketing, etcetera.


Eventually Identification – these instruments recognize prospect accounts and targets in your target audience or ideal purchaser profile (ICP). 

Illustrations here are applications that aid you lookup for contacts, develop, or append your databases like ZoomInfo, LinkedIn Revenue Navigator, LeadIQ, or Dun & Bradstreet. Also includes Bombora for intent knowledge, or ABM platforms like DemandBase, Terminus, RollWorks, and 6sense.

How are you applying them?

At the time you have the tools shown, you are going to need to have to know how your workforce applies these instruments. What are the use scenarios? Just because you are shelling out for a software, doesn’t necessarily mean it is currently being utilized. 

I propose listing your company’s use case for each individual device in your stack. This exercise can assistance determine possible overlap in your stack, and even recognize resources that are below- or not used at all. There may perhaps be tools you can consolidate, or develop use to other capabilities you are previously spending for. 

Maybe your group has licenses for Zoom and WebEx, or Microsoft Teams and Slack. Equally sets provide a equivalent functionality – is there room to consolidate and make extra spending plan for technology groups you are gentle on?

Relocating on

After you have your resources mentioned and categorized, and your use conditions identified, you can get started to far more quickly determine where by you have gaps or problems in your stack. 

Maybe you are around-saturated with focus instruments, but don’t have anything in spot to engage with those potential customers.

Possibly your internet marketing tactic is centered about account-centered internet marketing, but you don’t have any applications to assistance those people efforts in your stack.

Go back to the discovery thoughts you asked yourself at the onset. Has anything changed following going via this physical exercise?

When enhancing your know-how stack, it can be overpowering (there are more than 9900 instruments, following all!). Consider it 1 action at a time. Split your upcoming measures out into short-term steps that must be manufactured ASAP, extended-phrase steps that need to be produced in the next calendar year or two, and individuals concepts to keep on the radar for later. 

Advertising Engineering has occur a extensive, extensive way. Just make positive that anything you provide into your firm passes the test and supports your method.

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