Where would Batman be without his tool belt? How would a secret agent accomplish a dangerous mission without being adequately equipped with awesome tech? Where would Inspector Gadget be without his, well…gadgets? Just as all of these pop culture icons fall flat without the necessary tools, so too does a marketer in the age of technology.

The term “marketing technology stack” has been floating around the marketing space. But what exactly is a technology stack? Simply put, it is the assortment of technology-based tools your team uses proficiently on a regular basis to execute marketing tactics.

A typical marketing technology stack will include the following:

(You may have noticed that HubSpot can cover your entire marketing technology stack. It’s an amazing place to fulfill your stack all in one spot.)

The options for your marketing technology stack continue to increase. According to Martech 5000, in 2011, there were approximately 150 marketing-focused technologies to choose from. In 2016, this number grew to roughly 3,500 choices. And today, marketers can choose from over 7,000 marketing technologies.

Want to learn more about the latest digital marketing tools? Download our free 2019 Digital Marketing Trends e-book.

The sheer volume of technologies has doubled within a two-year time frame, creating an exciting opportunity for marketers to customize their technology stack based on their company’s specific needs. At the same time, selecting among these technologies will be more tedious with so many options to sort through.

Integration should be top-of-mind when selecting your technology tools. When your technologies easily integrate, such as your CRM platform communicating with your email marketing platform, your marketing strategy will have better metrics backing it up, and your processes will become more refined. With everything working together, you can best prepare your company for the future of marketing, so make your selections strategically.

U.S. markets are also increasing their investment in marketing technology stacks. According to Forrester Research, U.S. investment in marketing technology will increase by 27 percent over the next four years. This means marketers will be spending over $122 billion on technology stacks by the year 2022.

In 2019, the tools you select for your marketing operations will impact your organization more than ever. There is no “one” right technology stack for all businesses. However, companies that refine their technology stacks will gain the most benefit from their marketing efforts in the year ahead.

Not sure where to start when crafting your marketing technology stack? I’d be happy to chat about your current digital marketing tools and how you can improve your selection for the year ahead. Our Strategic Marketing Group excels at developing strategic, customized technology stacks that drive measurable marketing results for businesses. Contact me at 440-605-7121, or email me at bferris@skodaminotti.com.

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