Assessing Your Marketing Technology Stack

By Lisa Heay, Director of Business Functions at Heinz Advertising

According to Scott Brinker’s most the latest Marketing and advertising Technological innovation Landscape, there are 9932 (and counting) options in the marketing technology space. Unnecessary to say, it is effortless to get thrilled about all the new tools readily available, be distracted by the newest shiny object in promoting engineering, or imagine a new software will quickly fix a internet marketing difficulty. 

But most of the time that approach (or absence thereof) won’t perform. 

Our motto is normally technique 1st, technology 2nd. We consider that technology wants to support your marketing approach, not be your marketing and advertising tactic. So how do you avoid having distracted by these 9932 resources out there and rather, get started assessing what you have and what you need to assist your objectives?

Obtaining Started out

Assuming you have a advertising approach in location, we approach martech stack assessments with 3 most important objectives in intellect:

  1. What equipment and systems are becoming utilised?
  2. How do they aid your business goals, and 
  3. How are they built-in?

When receiving started with clients on a job like this, we’ll inquire some discovery queries to get the ball rolling. Check with on your own these issues as a beginning position to get a initial pulse on where you stand currently:

  • What resources and technologies answers are you and your groups presently using?
  • Are you arranging to make investments in new applications/tech in the near long run?
  • Are there any immediate demands/gaps that have been brought up?
  • What resources have been the most important?
  • Are there any gaps in knowledge or processes that you’ve been made informed of?
  • Are there any tools you are arranging to change in the in the vicinity of future? Why?
  • What are the most significant use conditions you want to cover in the upcoming couple of months? One 12 months?
  • Are there any tools you experience are below-used?
  • What education does your team require to superior use the resources and tech you have available?
  • How does your technology serve your strategy? Does it at all?

Now set the answers to those queries aside mainly because when you full your audit, some of these answers could improve.

Internet marketing Know-how Audit

The initial phase is to audit what technologies make up your stack. It is easy to make a listing, but the insights actually arise when you categorize them into the next groups:

  1. Basis
  2. Enhance
  3. Have interaction
  4. Focus
  5. Identification

How are these types outlined?


Foundational tools make up the foundation of your company. These instruments join to quite a few other instruments that are the core applications and technological innovation to enable your organization operate from a advertising and sales viewpoint. This consists of behind the scenes, working day-to-working day tools and technological innovation that help the internet marketing and profits attempts run efficiently. 

Equipment that slide into this class are internet marketing automation equipment like Marketo, HubSpot or Pardot CRM platforms like Salesforce, NetSuite, Pipedrive, and HubSpot web-site platforms like WordPress, Squarespace, or Shopify internal conversation applications like Slack, Gmail/Google Suite, Office environment 365, Outlook, or Microsoft Teams shopper provider platforms like Zendesk and challenge management like Smartsheet or Asana.


These tools allow you to analyze information and deliver insights that can be used to optimize efficiency of your promoting and product sales initiatives. 

Illustrations consist of Google Analytics for web-site reporting and analytics information evaluation resources like Electric power BI, or Tableau and distinct analytics like HotJar for internet site warmth mapping Electronic mail on Acid for electronic mail previewing and code advancement SEMRush and Moz for Search engine optimisation, and so forth.

Have interaction

These tools allow for potential clients to engage with your business enterprise through content, advertisements, a profits consultant, your web site, etc. 

Illustrations right here involve PathFactory or Uberflip for articles knowledge administration profits automation platforms like Outreach or Salesloft web page chat bots like Drift or Olark or a assembly instrument like Chili Piper and Calendly.


These resources support you capture the consideration of prospective customers. Feel social media—paid and organic, Vidyard for interactive online video creation, direct mail methods like Sendoso or PFL, YouTube, E mail Advertising, and so forth.


Last but not least Identification – these tools determine prospect accounts and targets within your target audience or excellent purchaser profile (ICP). 

Examples below are applications that assist you lookup for contacts, establish, or append your database like ZoomInfo, LinkedIn Product sales Navigator, LeadIQ, or Dun & Bradstreet. Also contains Bombora for intent info, or ABM platforms like DemandBase, Terminus, RollWorks, and 6feeling.

How are you employing them?

The moment you have the equipment listed, you’ll will need to know how your crew applies these resources. What are the use circumstances? Just mainly because you’re paying out for a device, does not mean it’s becoming utilized. 

I propose listing your company’s use circumstance for each resource in your stack. This physical exercise can support discover likely overlap in your stack, and even identify tools that are underneath- or not utilized at all. There may possibly be instruments you can consolidate, or increase use to other characteristics you’re by now paying for. 

Probably your team has licenses for Zoom and WebEx, or Microsoft Groups and Slack. Both sets serve a similar purpose – is there place to consolidate and generate added spending plan for technology types you are light on?

Relocating on

When you have your applications mentioned and categorized, and your use conditions determined, you can get started to more very easily ascertain where by you have gaps or concerns in your stack. 

Possibly you’re about-saturated with interest resources, but do not have just about anything in area to engage with all those leads.

Perhaps your promoting strategy is centered about account-primarily based marketing, but you really don’t have any resources to support all those endeavours in your stack.

Go again to the discovery concerns you asked on your own at the onset. Has everything transformed immediately after going through this exercise?

When bettering your technological know-how stack, it can be overwhelming (there are around 9900 resources, right after all!). Acquire it one particular action at a time. Split your up coming measures out into quick-time period steps that need to be produced ASAP, extended-expression actions that should really be produced in the upcoming 12 months or two, and those strategies to continue to keep on the radar for afterwards. 

Advertising Engineering has arrive a long, prolonged way. Just make sure that nearly anything you bring into your group passes the test and supports your tactic.

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