May 23, 2024

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Assessing Your Marketing Technology Stack

Assessing Your Marketing Technology Stack

By Lisa Heay, Director of Small business Operations at Heinz Advertising and marketing

In accordance to Scott Brinker’s most new Promoting Know-how Landscape, there are 9932 (and counting) answers in the advertising and marketing technology area. Needless to say, it is simple to get enthusiastic about all the new instruments out there, be distracted by the most recent shiny object in internet marketing engineering, or think a new instrument will quickly address a internet marketing trouble. 

But most of the time that technique (or lack thereof) won’t get the job done. 

Our motto is usually approach first, engineering second. We feel that technology demands to aid your advertising approach, not be your internet marketing approach. So how do you keep away from obtaining distracted by those people 9932 applications out there and as an alternative, get began examining what you have and what you want to support your goals?

Finding Started

Assuming you have a advertising and marketing approach in position, we strategy martech stack assessments with three most important targets in intellect:

  1. What tools and technologies are being applied?
  2. How do they assistance your business enterprise aims, and 
  3. How are they built-in?

When finding commenced with customers on a project like this, we’ll ask some discovery concerns to get the ball rolling. Request you these inquiries as a setting up position to get a initially pulse on where you stand now:

  • What equipment and know-how solutions are you and your groups at the moment working with?
  • Are you setting up to devote in new resources/tech in the close to future?
  • Are there any speedy requires/gaps that have been introduced up?
  • What applications have been the most precious?
  • Are there any gaps in facts or procedures that you’ve been built aware of?
  • Are there any tools you are planning to substitute in the in the vicinity of long term? Why?
  • What are the most critical use situations you want to address in the following few months? A single year?
  • Are there any tools you sense are beneath-utilized?
  • What teaching does your crew require to greater use the applications and tech you have readily available?
  • How does your technology serve your approach? Does it at all?

Now set the answers to all those questions apart since the moment you finish your audit, some of these answers might change.

Marketing Engineering Audit

The initially step is to audit what technologies make up your stack. It is easy to make a checklist, but the insights seriously arise when you categorize them into the pursuing teams:

  1. Basis
  2. Improve
  3. Engage
  4. Focus
  5. Identification

How are these groups described?


Foundational equipment make up the foundation of your small business. These equipment connect to a lot of other tools that are the core applications and technology to support your enterprise work from a promoting and product sales standpoint. This involves driving the scenes, day-to-working day resources and know-how that enable the advertising and marketing and revenue attempts operate easily. 

Applications that drop into this category are promoting automation resources like Marketo, HubSpot or Pardot CRM platforms like Salesforce, NetSuite, Pipedrive, and HubSpot web-site platforms like WordPress, Squarespace, or Shopify inner conversation applications like Slack, Gmail/Google Suite, Office environment 365, Outlook, or Microsoft Teams shopper services platforms like Zendesk and task administration like Smartsheet or Asana.


These applications make it possible for you to evaluate knowledge and deliver insights that can be employed to optimize efficiency of your promoting and revenue endeavours. 

Examples include Google Analytics for site reporting and analytics details assessment equipment like Ability BI, or Tableau and precise analytics like HotJar for web site warmth mapping Electronic mail on Acid for e-mail previewing and code progress SEMRush and Moz for Search engine optimisation, and many others.

Have interaction

These instruments enable potential clients to interact with your small business by means of information, ads, a profits agent, your web site, etcetera. 

Illustrations right here consist of PathFactory or Uberflip for content practical experience management sales automation platforms like Outreach or Salesloft site chat bots like Drift or Olark or a conference software like Chili Piper and Calendly.


These equipment support you capture the notice of potential customers. Consider social media—paid and organic and natural, Vidyard for interactive video creation, direct mail answers like Sendoso or PFL, YouTube, Electronic mail Marketing and advertising, etc.


Finally Identification – these resources detect prospect accounts and targets in just your target viewers or perfect customer profile (ICP). 

Illustrations here are instruments that support you search for contacts, build, or append your database like ZoomInfo, LinkedIn Product sales Navigator, LeadIQ, or Dun & Bradstreet. Also consists of Bombora for intent knowledge, or ABM platforms like DemandBase, Terminus, RollWorks, and 6sense.

How are you utilizing them?

Once you have the resources listed, you are going to want to know how your staff applies these tools. What are the use instances? Just mainly because you are paying for a software, doesn’t mean it’s getting utilized. 

I recommend listing your company’s use scenario for each software in your stack. This training can assistance detect probable overlap in your stack, and even establish tools that are underneath- or not used at all. There may well be instruments you can consolidate, or increase use to other features you are currently shelling out for. 

It’s possible your team 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 budget for technological know-how groups you are light-weight on?

Moving on

The moment you have your equipment mentioned and categorized, and your use instances discovered, you can start out to a lot more effortlessly ascertain wherever you have gaps or concerns in your stack. 

Perhaps you’re around-saturated with notice applications, but do not have anything in area to engage with people prospects.

Maybe your advertising tactic is centered all over account-based advertising, but you really don’t have any resources to help those people efforts in your stack.

Go again to the discovery concerns you asked on your own at the onset. Has just about anything altered after going by this exercising?

When increasing your technologies stack, it can be frustrating (there are about 9900 tools, after all!). Get it one stage at a time. Break your subsequent actions out into small-expression actions that must be created ASAP, very long-phrase steps that need to be designed in the next 12 months or two, and individuals concepts to preserve on the radar for later. 

Marketing and advertising Technological know-how has appear a prolonged, extensive way. Just make guaranteed that anything at all you carry into your firm passes the examination and supports your approach.