In today’s world, technology is becoming more and more important, and efficiency and automation are key to a successful marketing strategy. With MarTech—or marketing technology—those streamlining opportunities are seemingly endless.

Depending on what your brand’s objectives and needs are, marketing technology tools can help you get more done with less.


Marketing technology (or MarTech) are the tools that marketers use to optimize their marketing efforts and achieve their objectives. It uses technology to plan, execute, and measure campaigns and other marketing tactics.

Essentially, it can help make marketers’ jobs easier. A stack of marketing technologies is called a MarTech stack. Tools that are used to manage marketing processes in an environment with multiple channels and touchpoints.

MarTech and AdTech

Marketing technology and advertising technology are not the same thing, even though they are both acronyms that shorten the terms they represent.

AdTech is used to influence buyer behavior by promoting products, while MarTech is used to create and manage marketing campaigns. AdTech refers to advertising tactics and management tools that fall under the umbrella term of AdTech.

These tools include demand side platforms (DSPs), supply side platforms (SSPs), and ad exchanges. This text is discussing how this company is more focused on technology that helps with campaigns, rather than other aspects.

In other words, MarTech describes the use of software to manage customer relationships, social media, email marketing, and more. This term refers to the various technologies that marketers use to improve their digital marketing campaigns.

This can include anything from using analytics to improve ad targeting to using automation tools to improve the efficiency of their marketing processes.

MarTech Importance

Technology is playing an increasingly big role in marketing.

Image recognition technology is one way that MarTech is becoming more sophisticated. This enables brands to track customers as they move between devices and platforms, providing a more holistic view of the customer journey.

Marketing technology is essential to the future success of marketing campaigns. By using marketing technology, marketers can more easily track data and consumer behavior, test different marketing strategies, and create more personalized marketing experiences.

It is important to have marketing technology because it covers everything from start to finish. It enables marketers to scale their marketing efforts holistically.

Additionally, MarTech ____ because it provides a way to___________ and customers. If you improve your relationships with other businesses and consumers, it will positively affect the relationships you have with your customers.

Types of MarTech

We like to think about Martech in terms of the needs of marketing technology: management, social optimization, campaign reach, and insight generation.


There is a wide range of MarTech tools that can be classified as management tools. These include content management, vendor management, product management, budgeting, and talent management. The key to a successful marketing strategy is to optimize different aspects of your business.

An effective management system allows an organization to retrieve marketing material quickly and easily, make recommendations, and keep reporting accurate.

Social Optimization

Influencer management, user-generated content, customer relationship management, and other tactics can be used to organize and measure social media campaigns. Systems that help you automate your social media engagement can help you connect with online communities in a more efficient way.

Campaign Reach

Remarketing is a type of marketing that enables brand campaign executions to reach audiences that have previously shown an interest in the brand. The solutions offered by the company are designed to help businesses cultivate relationships with other businesses (B2B) and consumers (B2C) and build new ones.

Insight Generation

Amazon Attribution enables marketers to track their campaign, content marketing, and social media performance. This data-driven category helps make sense of complex datasets. There are many factors to consider when choosing the right MarTech tools for your business.

The type of business you have, the product you sell, your specific needs, and your desired outcome all play a role in determining the best tools for you. If your marketing team is having trouble choosing just one, don’t worry.

MarTech “stacks” allow you to integrate multiple solutions simultaneously, which is convenient. What does that really mean for your marketing automation?

Essentials of Marketing Technology

The most effective technology for marketers to invest in depends heavily on their target audience. For example, does your organization market products to other businesses (business-to-business) or to consumers (business-to-consumer)?

Although your organization’s market has a sizable influence on which martech will be most effective, all marketers should consider implementing the following technologies:

Marketing Attribution Software

Despite the fact that this dilemma has not been solved for many companies, John Wanamaker’s famous quote still holds true. Over a century later, we are still struggling to figure out which half of our advertising budget is wasted.

If companies are using outdated attribution models or failing to account for both offline and online successes, they are missing out on opportunities. Working with a marketing attribution software that meets your needs can help you address this problem.

Email Marketing 

Holiday argues that email is an important tool for developing relationships with customers. He believes that by maintaining direct contact with customers, businesses can create a stronger connection with them. Email is a reliable way to reach people because it doesn’t rely on changes to algorithms or what is popular at the moment.

In a recent survey, more than 50 percent of US respondents said they check their email more than 10 times a day. Email is a great way for brands to communicate directly with their customers. It’s quick, efficient, and allows you to target a wide audience with your message.

Content Management System

This technology can power your website and blog. A majority of consumers research products online before making a purchase, so it is essential to have a well-made website.

Your website plays a central role in your digital marketing strategy, as it is the main destination for potential customers who are interested in your products or services. By driving traffic to your website, you can increase leads and conversions, and ultimately boost your bottom line.

Customer Experience Software 

This section of the marketing technology stack should focus on improving the customer’s experience with your brand, whether that means testing different messaging to see what is most effective, or personalizing the experience. This includes software involved in A/B testing.

Customer Relationship Management Software

B2B companies that focus on lead generation can benefit from using these platforms to manage their leads. A CRM can tell you where your leads are in the sales funnel and how likely they are to convert into customers.

Predictions For Marketing Technology

As time goes on, marketing technology will become more and more important in running successful marketing campaigns. Martech will need to change in order to match the new marketing landscape. Here are some trends that marketers should be aware of before investing in martech:

Shrinking Marketing Budgets

According to Gartner, marketing department budgets are no longer increasing. Companies will have to explain how much profit their marketing campaigns bring in and how much they spend on them.

Focus on Retention

It significantly costs more to bring in new customers than to maintain current ones. Marketers’ focus will change from only gaining new customers to developing relationships with clients.

Importance of Understanding Marketing Spend

Now, that number has increased to 30 percent. The number of marketers who understand what MTA is has increased from 18 percent to 30 percent, according to Gartner’s Marketing Technology Survey 2018. In 2018, the number of respondents who said they used MTA to measure ad effectiveness increased to 52 percent.

However, MTA is limited to only proving online value. Since marketers are under constant pressure to justify their activities in terms of ROI, they will need to start measuring their performance in a more holistic way.

More Innovation

There is a difference between established enterprise software companies that invest in cloud-based solutions and up-and-coming start-ups. Increased competition will result in more innovative marketing.

IoT and AI are continuing to develop, which will allow marketing technology companies to provide more robust solutions to help marketers speak directly with their audiences and establish ROI.

Marketing Technology Challenges

It’s complex, and it’s always changing. Organizing and using your company’s martech can be a difficult and ever-changing process. Organizations will need to face a few key challenges before they can start reaping the benefits of marketing technology.

Selecting The Right MarTech Platform

When choosing a platform, it is important to find not only the right technology, but also the right partner.

Despite the challenges, integrating a new system can be a successful process if the right internal and external stakeholders are involved in rolling out the technology.

Changing Company Culture

Many organizations find it difficult to change the way marketing operates. Getting colleagues trained on new platforms and workflows can be a hindrance to day-to-day activities.

Culture is more important than strategy, according to Peter Drucker. Unfortunately, it can be difficult for companies to change their culture to make use of martech.

Processing Too Much Data

There’s a lot of data in today’s marketing environment. Sifting through data to figure out what is and isn’t important could be a big challenge for your organization.

If you want your marketing department to be successful, you need to choose the right vendor and partner with data scientists to help analyze all the data.

The Importance of Agility

Any marketing technology plan should be agile in order to be effective. An agile methodology is one that encourages a project management process that incorporates both engineering best practices and business development. This methodology also emphasizes constant communication and adaptation.

Agility allows marketers to be more flexible, with shorter cycles of action that are more frequent.

Although agility is traditionally seen as something that is only associated with product development, it can also have great results if it is applied to marketing as well. This is especially true when you are trying to roll out a product to your internal team members.

CMOs who use agile strategies are able to bring their ideas, campaigns, and products to market faster than those who don’t.

MarTech Stack

A Marketing Technology stack is a collection of software that interconnects to improve marketing efforts. The makeup of your technology stack will likely be based on the unique objectives of your business or brand.

Tailoring processes based on customer behavior leads to increased profits. A full martech stack will allow you to more effectively attract, engage, and understand your customers, as well as drive conversions.

This method guarantees that you will reach the correct audience and that they will be at the appropriate stage in the buying process. A digital asset management (DAM) solution is often included in a stack.

A DAM (digital asset management) system is considered essential for any organization that relies on technology to manage its marketing content and assets.

A DAM system provides a centralized, digital repository for storing and managing all types of content and assets. It’s pivotal to consistency across touchpoints. A key consideration when you start building your own stack is what you want to use it for.

It is important that you manage the set of tools that you use once you have built your stack. Keeping your marketing tools in harmony will become an important piece of your marketing strategy—and it’s an ongoing process.

Before we look at how to build your stack, let’s go over the basics of what a stack is.

Building a MarTech stack

What are your objectives? First, you need to determine what your overall goal is. The first step is to determine what your overall goal is.

What is the desired outcome? The amount of money you spend on marketing may depend on different factors such as what type of business model you have, what kind of brand you are trying to promote, and how long your sales cycle is. If you want to achieve something, it is important to set goals or key performance indicators. This will help you determine a clear path to success.

Unique value proposition

Think about what your brand offers that is unique compared to other brands. Use that to help you build goals. How do you stand out? How does your company differ from others in your industry? Knowing the qualities that make one marketing technology better than another will help you to choose the right tools and resources for your needs.


Before you start taking advantage of new opportunities, it’s important to consider what kind of tools and skills you already have.

There might be systems that you are not using as much as you could be. Are there ones you could use differently? This means that you should not take advantage of opportunities that have already been presented to your business.

Customer journey

When building your marketing stack, tailor it to how your customers progress through the marketing funnel. This will give you the most effective results. To have an impact on something, you must first understand it.


Promoting your brand can be a time-consuming process, but MarTech solutions can help make it more efficient.

Marketing technology helps you to plan and create marketing objectives which are more effective and user-friendly.

Martech stacks provide a way to connect your marketing tools so they can work together more effectively.

About the Author Brian Richards

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