August 21

What is MarTech?


I’ve had this discussion lately with some friends online. “What ist MarTech”, and why do they share this big and ugly map? First off: MarTech stands for marketing technology and refers to the fusion of marketing and technology.

Virtually everyone involved in digital marketing is involved with MarTech, as digital is inherently technology-based. The term “MarTech” primarily refers to using tools and technology to achieve marketing goals


The April 2020 MarTech Landscape infographic above illustrates the scale and quantity of MarTech vendors, marketing automation and technology solutions in various digital marketing channels

It was created by Scott Brinker, author of the Chief Marketing Technologist blog and at MarTech Today.

Why is MarTech so important?

With MarTech, you can streamline and greatly automate your digital marketing processes. Starting with project management, planning, testing, publishing and then monitoring. MarTech tools allow you to look at the entire customer journey, identify lost opportunities and issues that lead to fewer sales or leads, and make changes to improve customer engagement and increase conversion rates.

Ultimately, MarTech tools give you ways to execute marketing efforts faster and more smoothly, scaling them and usually requiring even fewer resources in the process.

5 benefits of using MarTech for your marketing strategy

MarTech accompanies you in every step of your digital marketing processes and is an integral part of the daily work of digital marketers. Of course, this brings with it a number of advantages, which I would like to briefly outline below

1. More efficient marketing activities

Automating digital marketing activities allows you to easily manage multiple marketing channels and greatly improve the productivity of your marketing team

2. Better achievement of your goals (leads, sales, etc.)

Generating leads or sales is a crucial step for an effective marketing campaign. For this, there are a variety of MarTech tools that help you with digital ads, email marketing, search engine marketing and more, optimizing the fulfillment of your goals

3. A multichannel view of prospect behavior

With the constant proliferation of new digital channels and platforms, it’s getting harder and harder to keep track. Here, too, MarTech tools can help you by providing a multichannel view of your marketing process, optimizing it and helping you make decisions with the big picture in mind

3. Better relationship with your customers and visitors

The amount of data spit out by MarTech tools encourages sales and marketing to work much more closely together, troubleshooting and thus optimizing experiences and new projects together.

5. Better analytics and long-term optimization

MarTech includes tools that support A/B testing, remarketing, upselling, and other marketing efforts aimed at improving your conversions and increasing your ROI in the long run.

Getting started: What is a MarTech stack?

Almost all businesses already use tools and technologies to engage with customers, automate the digital marketing process, and collect and analyze data. The collection of tools you use to do this is called a MarTech stack.

How to create your MarTech stack

Before you start building a MarTech stack, you should first look at your previous marketing activities. Analyze your marketing strategy and, most importantly, review current processes to determine if changes are needed

Your future strategy and plans for developing your activities will determine which MarTech tools you should use. For example, if you don’t want to use remarketing , you obviously don’t need marketing technology that supports it.

MarTech is exciting and it’s easy to get lost in it. Stick with the essential tools for now and only add new technology when you ‘re ready to use it.

Companies with the appropriate experience and a seasoned use of marketing technologies can build a full stack to address each stage of the marketing funnel, but if you’re just starting out, it’s best to stick to the basics first!

To build the optimal MarTech stack for your business, you need to understand your key goals, the scope of your digital asset management needs, and where you can potentially improve your ROI. Once you know these things, you can determine which MarTech tools will best support your goals.

53 Tools to build your MarTech stack

As you saw in the graphic above, the amount of tools available to you for MarTech is growing almost daily. To help you get started, I’ve picked out and linked to 53 solid tools for almost every stage of your marketing process

Please note: The tools mentioned here are examples of some companies that are active in the industry. It is neither a ranking nor a complete list. As in 2021, i am also working on my own “Martech” stack of tools, why not! 🙂

1. Planning & Organization

Project Management

Already when it comes to management, planning and organization, various MarTech tools such as Asana or Trello can help you set it up even more efficiently and not lose track of everything.

2. Attention

Social Media Marketing Tools

MarTech tools also support streamlined social media management, including automated scheduling, statistics and reporting, and enable marketing teams to collaborate on social media activities in a sustainable way.

Social Listing Tools

Tools in this area monitor the internet for you and allow you to find out when people are talking about you, certain brands or keywords and notify you about it.

SEO Tools

In order to optimize your content for search engines, there are numerous data-driven tools to bring more visitors to your site(s).

Video Tools

There are also several MarTech tools for editing and distributing moving images to support your processes.

3. Conversion & Nurture

Landing Page Tools

With an appropriate landing page, it will be even easier for your visitors to reach your goals. These tools can help you to build the best landing page possible.

Content Management Tools (CMS)

Content management software technology such as WordPress, Ghost, Joomla and Wix allows you to create, edit, manage your website and quickly add, edit and remove pages or sections.

Email Marketing Tools

Tools for email marketers give you more flexibility and more features, such as automated, trigger-based emails and top-notch email analytics.

Online advertising tools

MarTech tools can also super assist you in creating, managing and optimizing ads such as Google Ads or Facebook Ads.


Automation tools help you eliminate repetitive marketing tasks so you and your team have capacity for other activities.

Conversion Rate Optimization

Conversion rate optimization (CRO) tools help you analyze, measure, and demonstrably optimize visitor behavior on your sites. Even free tools are available with amazing resources.

4. Sales and Customer Support

Customer Relationship Management (CRM)

Customer Relationship Management technology brings marketing, sales and customer support activities together on one platform to better manage interactions with your visitors.

Customer Support Tools

Customers and prospects are increasingly demanding and expect comprehensive support. MarTech helps you provide them with the most personalized customer experience possible.

Analysis Tools

MarTech tools collect, measure and analyze digital advertising data to help you understand the impact of marketing activities and maximize ROI.


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