Using technology helps automate the execution, tracking, and analysis of your content marketing strategies across various channels.
But you can only enjoy these benefits if your martech stack is set up to deliver value.
Doing so ensures you get the maximum returns for time (and money) spent, boosts the efficiency of your content marketing team, and aligns your tools with content marketing objectives.
Let’s review why you should optimize your martech stack and get expert tips from other content marketers.
What is a MarTech Stack?
A martech stack is a collection of marketing technologies that businesses use to manage and optimize their marketing efforts. A martech stack can include marketing automation software, customer relationship management (CRM) software, social media management tools, email marketing platforms, and analytics tools.
The specific technologies included in a martech stack will depend on the needs and goals of the business. For example, a business that relies heavily on email marketing might have a martech stack that includes an email marketing platform, a CRM system, and an analytics tool.
Martech stacks can be a powerful tool for businesses because they allow them to manage and optimize their marketing efforts in a more efficient and effective way. By using a variety of technologies that work together seamlessly, businesses can streamline their marketing processes, improve customer engagement, and drive sales.
Why Optimize Your MarTech Stack?
1. Boosts Productivity
Marketing tools are created to save time for its users.
But that goal is defeated, if your colleagues have to spend hours wading through several tools to accomplish one task. As a result, your team’s time is spent on unproductive work.
In contrast, an optimized martech stack maps each problem scenario to a particular tool. For example, you may use Mailchimp for sending bulk emails or Ahrefs for running SEO audits.
Also, an optimized martech stack helps centralize your data in one location, eliminating time spent switching between tools. For example, you can connect your tools to data aggregation platforms like Mixpanel and Segment.
2. Lowers Costs
Your budget is finite. With an unoptimized martech stack, subscriptions for several tools add up quickly. You’re paying for tools you don’t (or rarely) use.
By optimizing your stack, you spend money only on the essential tools that help your content marketing team.
3. Improves Decision-making
With an inventory of your tools, you’ll be able to make better decisions about your content marketing campaigns. You can easily recognize what’s not working and figure out how to improve.
How to Optimize Your MarTech Stack
1. Perform MarTech Assessment
Marketers can avoid buying many tools if they learn about each tools’ functionality. A martech assessment is an opportunity to take stock of your current tools and spot redundancies.
Here’s how you can do it:
Step 1: Categorize your tools based on their functionality
Here’s an example:
- Video conferencing (e.g. Zoom)
- Customer relationship management (e.g. Zendesk)
- CMS (e.g. WordPress)
- Social media analytics (e.g. Mention)
- Email marketing (e.g. Mailchimp)
When you do this, you may discover some overlaps. In that case, it may be best to keep a specific tool, instead of multiple ones.
But before you deactivate a tool…
Step 2: Evaluate each tool
You need to evaluate each tool to make sure it’s serving the needs of your content marketing team. These questions can help when evaluating each tool:
- Does the tool integrate with others?
- Does it meet future or current needs?
- How often do you use it?
- Can it be replaced with manual effort?
2. Create MarTech Documentation
Your martech stack is composed of several tools that are accessed by many team members. Keeping track of it all can be burdensome.
This can make you purchase a tool to solve a problem that a current tool already solves. You may also pay for the wrong pricing plan.
For example, the marketing might be using Convertkit for email automation, while the sales team is using Sendinblue. So, you’ll be paying for multiple subscriptions.
The solution is to create documentation of all the tools across your organization. This document will list the following for each tool:
- Access links
- Internal stakeholders to ask questions
- Price, billing cycle, and plan
- Functions of each tool
- Average usage of each tool
You’ll also want to include:
- Customer support’s email address
- Links to knowledge resources
3. Consolidate Your Tools
You’d end up with a large martech stack if you use a tool per task.
Luckily, some software options do the work of many tools. These multifunctional tools help you maintain a lean, but effective content marketing stack (perfect for small bootstrapped teams).
According to Laura Roeder, founder of Paperbell, using consolidating tools has helped her team save time and reduce subscription costs significantly.
For example, since they rely on email marketing, her team uses a comprehensive email marketing tool like ActiveCampaign. This tool manages everything from product update announcements to complex automated marketing sequences.
But, what if the features of a multifunctional tool can’t solve your problem?
4. Integrate Your Tools
Typically, it is difficult to find a tool that does everything well.
So, you’ll want to look for tools that integrate seamlessly with each other. This solution will centralize data and limit the time wasted switching between different tools.
According to Teemu Raitaluoto, founder of Markettailor, they prefer using tools that connect with their existing martech stack. This way, they have one central database.
For instance, you can use HubSpot as a CRM platform, alongside Wistia and Databox.
5. Train Team Members
As your martech stack changes, you’ll want to carve out time to train (and retrain) your team. A major part of optimization is how effectively your team uses the tools.
Onboarding should include training on the tools in your stack. You can direct colleagues to video tutorials for each tool. If necessary, create an internal FAQ.
Set up a product demo with the tool’s customer success manager and invite your team members to attend. This way, they can see the tool in action and ask questions.
Also, schedule quarterly retraining sessions. Each team member can share their pros and cons with each tool. You can discuss new features and get everyone up to speed.
Optimize Your MarTech Stack to Reap More Benefits
Your martech stack is an invaluable part of all your content marketing efforts. It automates your processes and gives insights into the performance of your strategies. Take the time to optimize your martech stack to reap the benefits.
About the Author
Akachukwu Obialor is a content marketer who helps B2B SaaS brands scale and achieve revenue goals with content. You can find him on LinkedIn or Twitter.
