Digital Marketing

Marketing Tech Stack: What Is It?

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By Helena Alcoverro, on 18 April 2023

Within marketing there are many concepts, some of which are better known than others depending on their importance within a strategy. Among these concepts is the marketing tech stack.

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marketing tech stack

Marketing Tech Stack Definition

A marketing tech stack is a list of all the technological tools used by marketing specialists to execute, analyze and optimize their strategies. This includes SaaS (Software as a Service) platforms, CMS or content management systems, CRM (Customer Relationship Management) software or social network programming tools, among others.

Depending on the size of the company, its budget, and other parameters, the profile of the tech stack and the marketing software will differ. In other words, each company has its own marketing tech stack.

Functions of a Marketing Tech Stack

Considering that each company has different needs and objectives, each one will need different software. It is precisely the grouping of all this software that is one of the main functions of a tech stack.

This type of tool allows (among other things) companies to save time and money. They can consolidate applications and maintain a single source of data. It also allows them to have greater control over the applications they are paying for, so if one of them is no longer useful, it can be eliminated. It is a way of keeping track of all this software, making it easier to check for updates.

Examples of Marketing Tech Stacks

Some tools that are part of the marketing tech stacks are:

  • Email marketing tools: MailChimp, Active Campaign, or Doppler are well known and very useful tools that can help you carry out a good email marketing strategy. This allows you to increase sales and maintain a relationship with customers, among other things.

  • Tools for social networks: Hootsuite and Buffer are two tools that allow you to better manage your social networks. Through them you can respond to messages, schedule and share content, get data, and overall get more out of your social media.

  • CRM Software: HubSpot is one of the best CRM tools, as it allows you to have a total view of the customer and manage the relationship with them.

  • Analysis tools: Google Analytics is a perfect example of a tool that allows you to analyze the performance and effectiveness of your strategies, as well as to detect what's working and what isn't.

  • Collaboration software: Trello, Asana, or Slack are tools that facilitate collaboration between different members of a team, which promotes collaborative work.

Having a tech stack is essential for any company, since even the smallest ones use this type of software.

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Helena Alcoverro