What is MarTech? (+11 Examples to Add to Your Tech Stack)

The MarTech landscape is growing at an exponential rate, and there’s no sign of it slowing down any time soon.

Whether you’re looking to automate processes, optimize and convert leads, analyze and measure marketing campaigns or enhance customer experiences through personalization, building an integrated technology stack is critical to maximizing your marketing efforts.

In this article, we’ll highlight what MarTech means, why it’s crucial, the tools you need to include in your stack and more.

1. What is MarTech?
2. MarTech vs AdTech: What’s the difference?
3. Why is MarTech important in today’s modern marketing world?
4. What is a marketing tech stack?
5. What to include in a MarTech stack
6. Which tools are Marketing Ops leaders looking to invest in?
7. How to integrate your marketing technology tools
8. Why you need IT on your side for MarTech success
9. How to prove the ROI of your MarTech investments
10. Futureproof your MarTech stack
11. How to build your MarTech strategy
12. The future of marketing technology​

What is MarTech?

MarTech, also known as marketing technology, is a set of software and tools that marketing teams can utilize to help them to support and achieve their marketing goals as well as drive innovation.

Since 2011, the MarTech landscape has seen 6521% growth and anyone working within the marketing industry is already using marketing technology at every stage of a buyer’s journey from awareness to purchase. The use of a combination of these tools is known as a MarTech stack.

MarTech solutions can help you to streamline marketing processes, analyze data and provide valuable information on when and how to target customers. Many companies use different tools in marketing, sales and communication.

MarTech vs AdTech: What’s the difference?

AdTech and MarTech are two terms that are often used interchangeably and while they’re closely related, there are some key differences. MarTech refers to the tools and techniques you can use to execute, optimize and promote your digital marketing campaigns, while AdTech refers to the technologies you can use to get your campaigns and messaging in front of the right customers.

Why is MarTech important in today’s modern marketing world?

Today, the advantages of technology in marketing are instrumental in the acceleration of growth, and have revolutionized both inbound and outbound marketing. Continued innovation regarding customer relationship management (CRM) tools, chatbots, analytics, and more have changed how marketers and business approach their customers.

A strong marketing technology strategy will make use of available technology and help businesses:

• Increase brand visibility: For companies to remain competitive within a niche, online brand visibility is imperative. Adopting search engine optimization (SEO) and social media strategies and creating responsive websites can help brands rank high in SERPs: the wider your online presence, the higher your chances of being regarded as an authority.
• Reach a wider audience: One tweet or post on social media can go viral in a matter of minutes. As such, brands are taking advantage of the opportunity to reach a wider audience. Through correct targeting and analyzing data, businesses can see what triggers reactions from their customers.
• Increase interactions: Don’t underestimate the importance of consumer interactions. Through various technologies, you can interact with consumers, get feedback, and handle customer queries directly. HubSpot CRM is a great example of how you can use MarTech to communicate with consumers.
• Increase efficiency: We’re in a digitalized era where a smartphone is almost always to hand. As such, a variety of suppliers are readily available to consumers. That alone has made enterprises adopt more efficient delivery systems to enhance customer satisfaction.