Assessing Your Marketing Technology Stack

Shira Smolko

By Lisa Heay, Director of Enterprise Functions at Heinz Advertising and marketing

According to Scott Brinker’s most modern Marketing Technological know-how Landscape, there are 9932 (and counting) remedies in the advertising technological innovation place. Useless to say, it is uncomplicated to get excited about all the new equipment obtainable, be distracted by the newest shiny object in advertising and marketing technological innovation, or believe a new device will quickly address a marketing challenge. 

But most of the time that method (or deficiency thereof) will not function. 

Our motto is usually tactic first, know-how next. We believe that engineering requirements to support your marketing approach, not be your promoting system. So how do you stay away from obtaining distracted by people 9932 tools out there and in its place, get begun evaluating what you have and what you will need to aid your goals?

Obtaining Began

Assuming you have a marketing and advertising strategy in location, we strategy martech stack assessments with a few primary targets in thoughts:

  1. What resources and technologies are staying utilised?
  2. How do they help your business objectives, and 
  3. How are they built-in?

When getting started out with clients on a job like this, we’ll check with some discovery queries to get the ball rolling. Question on your own these thoughts as a starting up level to get a first pulse on where by you stand currently:

  • What tools and know-how options are you and your teams at this time using?
  • Are you preparing to invest in new applications/tech in the near long run?
  • Are there any speedy requirements/gaps that have been brought up?
  • What applications have been the most beneficial?
  • Are there any gaps in data or processes that you’ve been produced mindful of?
  • Are there any resources you’re organizing to substitute in the close to long term? Why?
  • What are the most crucial use situations you want to go over in the upcoming handful of months? One particular 12 months?
  • Are there any resources you truly feel are below-utilized?
  • What training does your crew have to have to superior use the applications and tech you have readily available?
  • How does your engineering provide your strategy? Does it at all?

Now established the responses to those people concerns apart due to the fact when you total your audit, some of these responses could transform.

Marketing Engineering Audit

The very first phase is to audit what systems make up your stack. It is easy to make a listing, but the insights really emerge when you categorize them into the next groups:

  1. Foundation
  2. Improve
  3. Have interaction
  4. Attention
  5. Identification

How are these classes described?


Foundational resources make up the base of your small business. These equipment hook up to numerous other instruments that are the main instruments and know-how to enable your small business operate from a advertising and marketing and product sales viewpoint. This consists of powering the scenes, day-to-day resources and know-how that aid the advertising and profits attempts operate smoothly. 

Applications that slide into this classification are promoting automation resources like Marketo, HubSpot or Pardot CRM platforms like Salesforce, NetSuite, Pipedrive, and HubSpot internet site platforms like WordPress, Squarespace, or Shopify internal communication equipment like Slack, Gmail/Google Suite, Place of work 365, Outlook, or Microsoft Groups shopper service platforms like Zendesk and venture management like Smartsheet or Asana.


These applications allow for you to assess information and supply insights that can be applied to enhance performance of your marketing and income attempts. 

Illustrations involve Google Analytics for web site reporting and analytics knowledge evaluation equipment like Power BI, or Tableau and precise analytics like HotJar for website warmth mapping Electronic mail on Acid for e-mail previewing and code progress SEMRush and Moz for Web optimization, and so forth.


These resources permit prospective buyers to have interaction with your organization via articles, adverts, a income consultant, your web-site, and so forth. 

Examples below involve PathFactory or Uberflip for content material experience administration gross sales automation platforms like Outreach or Salesloft web-site chat bots like Drift or Olark or a meeting tool like Chili Piper and Calendly.


These resources aid you seize the interest of prospective customers. Believe social media—paid and organic, Vidyard for interactive video development, immediate mail methods like Sendoso or PFL, YouTube, E-mail Internet marketing, etc.


Finally Identification – these tools determine prospect accounts and targets inside of your goal audience or great consumer profile (ICP). 

Illustrations in this article are applications that aid you research for contacts, build, or append your databases like ZoomInfo, LinkedIn Income Navigator, LeadIQ, or Dun & Bradstreet. Also contains Bombora for intent information, or ABM platforms like DemandBase, Terminus, RollWorks, and 6feeling.

How are you working with them?

When you have the instruments listed, you’ll will need to know how your crew applies these equipment. What are the use cases? Just for the reason that you are spending for a tool, does not signify it is remaining utilized. 

I recommend listing your company’s use scenario for each resource in your stack. This training can assistance detect likely overlap in your stack, and even detect tools that are beneath- or not used at all. There may well be tools you can consolidate, or increase use to other characteristics you are presently spending for. 

Possibly your team has licenses for Zoom and WebEx, or Microsoft Teams and Slack. Equally sets provide a identical perform – is there place to consolidate and produce excess spending plan for technological know-how categories you are light-weight on?

Moving on

After you have your tools listed and categorized, and your use instances determined, you can start off to a lot more conveniently decide the place you have gaps or challenges in your stack. 

Probably you are around-saturated with awareness instruments, but really do not have something in position to interact with those potential customers.

Possibly your internet marketing method is centered all-around account-primarily based promoting, but you really don’t have any tools to assistance all those attempts in your stack.

Go again to the discovery queries you questioned oneself at the onset. Has just about anything modified after likely by this workout?

When improving your technology stack, it can be too much to handle (there are more than 9900 applications, just after all!). Get it 1 action at a time. Crack your following measures out into short-phrase steps that really should be built ASAP, lengthy-phrase steps that should be created in the up coming calendar year or two, and people ideas to maintain on the radar for afterwards. 

Promoting Technologies has arrive a long, very long way. Just make confident that anything at all you convey into your group passes the check and supports your strategy.

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