Assessing Your Marketing Technology Stack

Assessing Your Marketing Technology Stack

By Lisa Heay, Director of Business Operations at Heinz Promoting

In accordance to Scott Brinker’s most modern Advertising Know-how Landscape, there are 9932 (and counting) answers in the advertising and marketing technologies space. Needless to say, it is effortless to get fired up about all the new applications accessible, be distracted by the latest shiny item in promoting technology, or feel a new tool will mechanically fix a advertising and marketing dilemma. 

But most of the time that system (or absence thereof) will not function. 

Our motto is generally tactic first, technological innovation second. We imagine that technologies demands to help your marketing and advertising method, not be your advertising and marketing approach. So how do you prevent getting distracted by people 9932 equipment out there and alternatively, get commenced examining what you have and what you need to support your aims?

Having Started off

Assuming you have a marketing and advertising approach in position, we technique martech stack assessments with 3 most important objectives in thoughts:

  1. What instruments and technologies are staying applied?
  2. How do they guidance your business enterprise targets, and 
  3. How are they integrated?

When finding started with consumers on a undertaking like this, we’ll ask some discovery inquiries to get the ball rolling. Talk to your self these inquiries as a beginning stage to get a initially pulse on where you stand nowadays:

  • What applications and know-how alternatives are you and your groups presently employing?
  • Are you arranging to devote in new equipment/tech in the around foreseeable future?
  • Are there any rapid desires/gaps that have been brought up?
  • What instruments have been the most valuable?
  • Are there any gaps in data or processes that you’ve been built knowledgeable of?
  • Are there any tools you’re preparing to substitute in the close to future? Why?
  • What are the most essential use cases you want to cover in the up coming few months? A person year?
  • Are there any applications you really feel are under-utilized?
  • What coaching does your crew require to far better use the equipment and tech you have accessible?
  • How does your technological innovation serve your method? Does it at all?

Now set the responses to all those queries aside mainly because the moment you comprehensive your audit, some of these responses might modify.

Internet marketing Technological innovation Audit

The to start with step is to audit what technologies make up your stack. It is straightforward to make a checklist, but the insights truly emerge when you categorize them into the adhering to teams:

  1. Basis
  2. Improve
  3. Interact
  4. Notice
  5. Identification

How are these categories described?


Foundational equipment make up the base of your business. These applications connect to several other resources that are the main resources and technologies to assistance your company operate from a advertising and marketing and sales point of view. This contains powering the scenes, working day-to-day tools and engineering that help the marketing and advertising and product sales initiatives operate smoothly. 

Equipment that tumble into this class are marketing and advertising automation instruments like Marketo, HubSpot or Pardot CRM platforms like Salesforce, NetSuite, Pipedrive, and HubSpot web page platforms like WordPress, Squarespace, or Shopify inside conversation resources like Slack, Gmail/Google Suite, Office environment 365, Outlook, or Microsoft Groups purchaser company platforms like Zendesk and challenge management like Smartsheet or Asana.


These applications allow you to assess facts and supply insights that can be utilised to optimize general performance of your marketing and revenue efforts. 

Examples involve Google Analytics for web site reporting and analytics details analysis tools like Electric power BI, or Tableau and distinct analytics like HotJar for web page warmth mapping E-mail on Acid for electronic mail previewing and code advancement SEMRush and Moz for Web optimization, and many others.


These tools allow for prospective customers to interact with your organization via content, adverts, a income consultant, your web site, and so on. 

Examples below incorporate PathFactory or Uberflip for content material working experience administration product sales automation platforms like Outreach or Salesloft web site chat bots like Drift or Olark or a assembly instrument like Chili Piper and Calendly.


These applications enable you seize the focus of potential clients. Assume social media—paid and natural, Vidyard for interactive movie creation, direct mail answers like Sendoso or PFL, YouTube, Electronic mail Promoting, etcetera.


At last Identification – these tools recognize prospect accounts and targets in your focus on viewers or ideal shopper profile (ICP). 

Examples here are resources that aid you look for for contacts, build, or append your databases like ZoomInfo, LinkedIn Sales Navigator, LeadIQ, or Dun & Bradstreet. Also includes Bombora for intent facts, or ABM platforms like DemandBase, Terminus, RollWorks, and 6feeling.

How are you working with them?

After you have the applications outlined, you are going to require to know how your workforce applies these applications. What are the use scenarios? Just simply because you are having to pay for a resource, does not mean it is staying utilized. 

I propose listing your company’s use case for each software in your stack. This work out can assistance recognize likely overlap in your stack, and even determine applications that are below- or not utilized at all. There may possibly be instruments you can consolidate, or develop use to other capabilities you are now having to pay for. 

It’s possible your team has licenses for Zoom and WebEx, or Microsoft Teams and Slack. Each sets serve a comparable functionality – is there area to consolidate and make additional spending budget for know-how types you are light on?

Relocating on

After you have your instruments detailed and classified, and your use situations identified, you can start off to additional very easily establish in which you have gaps or challenges in your stack. 

Probably you are more than-saturated with consideration tools, but do not have something in place to engage with all those prospects.

Possibly your advertising and marketing system is centered all over account-based mostly marketing, but you don’t have any applications to support those people attempts in your stack.

Go back again to the discovery questions you asked oneself at the onset. Has anything at all improved right after likely by means of this physical exercise?

When increasing your technological know-how stack, it can be overwhelming (there are over 9900 applications, right after all!). Just take it just one action at a time. Break your up coming measures out into brief-expression actions that ought to be made ASAP, lengthy-expression steps that ought to be designed in the subsequent year or two, and these strategies to keep on the radar for later. 

Marketing Know-how has appear a extensive, very long way. Just make certain that everything you carry into your corporation passes the check and supports your approach.

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