Martech is a necessity for company’s today, however, implementing martech is a delicate process that requires continuous oversight and evaluation. Ensure you have a base understanding of the intricacies. Here’s an easy-to-follow guide.

What Is Martech?

Martech is marketing technology – a driving force behind campaigns. If a marketer uses a tool for marketing, it is martech. Companies utilize it to build a comprehensive foundation of marketing technology. Common ways it benefits companies include clarifying and maximizing marketing processes, connecting with customers and evaluating campaign data. A baseline understanding is necessary in order to construct your own martech stack.

So what exactly is martech? Imagine a police officer using their own judgment to gauge driver speeds. Now instead give the officer a radar gun. The difference in accuracy is astronomical. Marketing without martech is the equivalent of judging speeds without tools. Implement martech for precise measurements and better marketing.

A group of workers exploring different metaphorical sections of marketing.
Martech is a key to constructing precise marketing campaigns.

Why Is It Important?

Martech is important because it increases the collaboration between the marketing team and assorted company departments. When this happens, everything runs smoother. Workflows are streamlined and teams galvanize, creating better projects and making way for new opportunities.

Marketing technology also increases the efficiency of a company. It gives teams the tools to analyze data, further automation, increase workflows and scale marketing endeavors. Martech allows companies the chance to implement new strategies and alter any potential weak links in the current system.

A picture infographic of marketing.
Martech is important because it boosts creative campaigns.

What Is a Martech Stack?

A martech stack is a comprehensive approach to the marketing tools a company uses. This typically includes the way in which they are organized and how they build off each other, working together to make things easier for marketing teams.

Your particular martech stack will be made up of software systems that best complement your company’s marketing needs. For example, if you mainly advertise through email, it would make sense to have pieces of your martech stack designed to help manage email marketing. You might consider something like Mailchimp in this case.

A marketing machine illustrated.
A martech stack is a makeup of a company’s marketing tools.

Building a Comprehensive Martech Stack

To have a successful martech stack, businesses need to find the right tools for multiple categories and departments. Construct overarching guidelines for what a comprehensive martech stack needs to include. This is different from company to company.  Ensure you create your own outline of necessities rather than emulating someone else’s.

The foundation of a successful martech stack begins and ends with digital asset management. The common denominator behind all marketing is content. Centralizing this content is key to cohesiveness between the entirety of the business martech stack. A central location of content streamlines workflows and promotes creativity in each campaign. Build your martech stack around the power of digital asset management to create the perfect system for your company.

An illustrated megaphone in a laptop.
Construct a comprehensive martech stack to succeed.

The Changing Landscape

Martech necessitates rapid change due to the dynamic environment of websites, search engines and social media. Approach martech cautiously as popular tools become obsolete often. A good understanding of the current technological landscape – what’s gaining popularity online and what’s faltering – is a huge benefit. This alone can lay a base for a company before researching tools using analytics.

Here’s an important example of how the martech landscape rapidly changes. Years ago, Facebook was the social media king for the younger generation. That has shifted drastically and so should the marketing approach of companies. Martech stacks adapt to the needs of marketers and these change often.

Transform the creativity and efficiency of your campaigns with powerful martech. Analyze the needs of your company before beginning the martech journey and keep in mind potential future changes. Adjust accordingly to retain an optimized martech stack.


Casey Schmidt – Content Manager and Industry Expert | Canto

Casey is a content management and branding expert who enjoys taking complex subjects and making them easy to understand for readers.