When we talk about stacks, we’re not talking about pancake towers (unfortunately). In the marketing world, there’s another kind of stack that businesses need to pay attention to: their MarTech stack. Much like pancakes, they are carefully built layer by layer, but these combine different marketing tools to create an effective strategy. And the sweet centrepiece of it all? CRM.
A multi-year Martech boom is underway and spending is projected to surpass $215 billion annually by 2027, up from $131 billion in 2023, according to a Forrester forecast. Companies are stacking up on tools to understand and engage customers while keeping their marketing sharp, efficient, and fueled by data!
The good news? More MarTech means marketing teams can achieve goals faster! The bad news? There are so many options out there now that your marketing tech stack can quickly become a headache for your team. Choosing which software and apps to include in your stack isn’t an easy task. It can take a bit of trial and error.
What is a Martech Stack?
A MarTech stack is a collection of platforms and software that helps you create, manage, and measure your marketing efforts. It can include everything from email marketing, automation, social media management, analytics – the list goes on. But they all work together to optimise customer engagement and get you more revenue.
But why does your business need one? Because today’s customers interact with brands across multiple touchpoints, a well-integrated Martech Stack ensures these interactions are seamless, personalised, and data-driven.
What Role Can a CRM Play in a Martech Stack?
CRM isn’t just another tool in your MarTech stack, it’s the glue that holds everything together. Gone are the days of CRM being a simple contact list. You get a 360-degree view of your customers, making sure every department is on the same page, whether it’s sales, marketing, or customer support. Think of it as the single source of truth in your marketing strategy. It’s where all your data meets, mingles, and creates those perfect, personalised experiences for your customers. From capturing leads to closing deals.
But what about CRM stacks? That’s a whole other level of strategy. Our founder describes it best: “It’s a work of art. An ecosystem of tech living in harmony, each tool delivering its specific function for the greater good… of your organisation.” Want to learn more? Dive into our full take on CRM stacks here.
Example of Beginner MarTech Stacks
These MarTech stacks below are just the tip of the iceberg! With countless tools out there, the possibilities for building your perfect stack are practically endless. Whether you are an SME, a growing e-commerce brand, or a larger business, there’s a combination of platforms that can fit your exact needs.
1. Basic Marketing Stack (for Small Businesses)
This stack is Ideal for small businesses or startups looking for an easy-to-use, cost-effective solution that covers key areas like CRM, email marketing, and social media management.
- CRM: HubSpot CRM
- Email Marketing: Mailchimp
- Social Media Management: Hootsuite
- Analytics: Google Analytics
- Landing Page Builder: Unbounce
Example of More Advanced MarTech Stacks
2. Mid-Level Marketing Stack (For Growing Businesses)
This stack is perfect for mid-sized businesses that need more advanced automation, deeper analytics, and better integration across tools.
- CRM: HubSpot or Salesforce
- Email Marketing & Automation: ActiveCampaign
- Social Media Management: Buffer
- Analytics & Data Management: Google Analytics + Google Tag Manager
- SEO: SEMrush
- Ad Management: Google Ads, Facebook Ads Manager
- Customer Feedback: SurveyMonkey
3. Data-Driven Performance Marketing Stack (For Large Enterprises – Focused on Growth & Attribution)
- CRM: Salesforce Sales Cloud or Microsoft Dynamics 365
- Marketing Automation: HubSpot Enterprise, Adobe Marketo Engage or Dotdigital
- Email Marketing & Customer Engagement: Braze or Iterable
- Customer Data Platform (CDP): Twilio Segment
- Social Media Management: Sprinklr or Hootsuite Enterprise
- Content Management System (CMS): Adobe Experience Manager or WordPress VIP
- Web Analytics & Attribution: Google Analytics (for in-depth customer journey tracking)
- A/B Testing & Conversion Rate Optimisation: Optimizely
- AI & Predictive Analytics: Clearbit (which is part of HubSpot now) or 6sense (for lead scoring and audience insights)
- Ad Management & Retargeting: Google Ads, LinkedIn Ads, Facebook Ads
- SEO & Competitive Intelligence: SEMrush or Ahrefs
- Conversational AI & Chatbots: Drift or Intercom
- Customer Experience & Feedback: Zendesk
This performance-driven MarTech stack is designed for enterprises relying on data-driven decision-making, predictive analytics, and optimisation of customer journeys. With deep attribution tracking, AI-driven audience insights, and powerful automation tools, this stack enables large-scale customer acquisition and retention strategies while optimising marketing spending for maximum ROI.
WeDoCRM recommends: A well-built stack isn’t about having the most tools; it’s about having the right ones. We recommend that before you start grabbing every shiny new platform, you take a step back. What are your marketing goals? How are you planning to achieve them? Defining your priorities first will help you invest in tools that actually move the needle instead of cluttering your workflow.
What to Avoid When Building a MarTech Stack
Building a MarTech stack can be hard and mindblowing, especially for beginners.
Mistake #1 – Buying everything but using nothing. It is so easy to get drawn into getting all this shiny new software, especially when they promise you the world. Before making any decisions where you part with money, take a look at your strategy and ask yourself: Do you need to invest in the powerhouse Adobe Experience Manager, or could you get everything you need in a simple WordPress site?
Mistake #2 – Your tools are not talking to each other. They all need to work together in harmony. If your email platform (e.g. MailChimp) doesn’t sync properly with your CRM of choice (e.g. HubSpot), your customer data will be scattered like confetti all over the place, sending irrelevant messaging.
Mistake #3: Skipping training. Even the best tech is useless if your team doesn’t know how to use it. Your tools should empower, not overwhelm. So, start simple, integrate wisely and make sure each tool earns a place in your ecosystem.
Building the Right MarTech Stack Starts Here
If you are stuck or have a MarTech stack that is disjointed or even underwhelming, there are always options to get it fixed so it truly delivers. As we mentioned previously, it’s about having the right tools, not the best.
The future of CRM is to join up with MarTech stacks that align perfectly with business needs, whether B2B or B2C. If you’re exploring the best approach for your business, big or small, our wonderful team (who you can meet here) can offer their expertise on which software to recommend for you (we will even give you insight into who we use as part of our stack). Let’s chat today, we are looking forward to hearing from you.
