Marketing roles in many industries rely on technology to strategize, analyze, and execute their projects in order to meet their goals successfully. There are thousands of marketing technology tools available today to help marketers increase production with automation, improve performance with better insights, and much more. All these types of tools have become known as MarTech by combining the words marketing and technology.

Definition of MarTech

MarTech is an abbreviation for Marketing Technology and consists of software and tools to assist a marketer improve planning, executing, and analyzing results. The technology is divided into 6 category types: (1) Advertising & Promotion, (2) Content & Experience, (3) Social & Relationships, (4) Commerce & Sales, (5) Data, and (6) Management.

Required Experience in Job Descriptions

MarTech term used in job description
Example of the term “MarTech” used in a Marketing Manager Job Description

When searching for a marketing-related role, you’ll often find a job description for an ideal candidate to have experience with modern MarTech software and tools. The types of MarTech will vary depending on the company and specific marketing role responsibilities. Directors and Managers will likely have some project management MarTech tool experience, and marketing specialist roles will see a particular technology stack.

Choosing Tools in a MarTech Stack

The suite of tools a company leverages for its marketing processes is known as the MarTech Stack.

A MarTech Stack can vary from a few simple tools to a complex mix depending on the company size, industry, and location(s). A complete MarTech Stack should address every phase of the customer experience journey: awareness, consideration, decision, delivery, and loyalty. The decision to use a specific technology comes down to the priority of needs and the marketing budget. Some tools can cost from $10/month, and more enterprise-ready tools can be $1,200/month for more features and insights. When researching tools for your company, you will be happy to know that most tools have a free trial period for you to experiment before committing any money.

Benefits of MarTech

All MarTech tools offer a type of benefit to help solve existing pain-points. The benefit will affect a marketer directly, but also provide continuous long-term benefits to the company.

  • Automating Processes & Saving Time – By adding automation to a repeatable process, it allows a marketer to manage multiple marketing projects with better accuracy easily.
  • Real-time Analytics – Having integrations stream data from all your tools into a single dashboard can add efficiencies and better decision-making without the need of manually pulling in reports from different tools. By piecing together all the data together, you can see the bigger picture and make changes quickly to hit your marketing goal(s).
  • Personalized Customer Messaging – Being able to identify where a lead is in the customer experience journey, will assist in delivering the right message at the right time. Understanding the Lead will likely increase engagement and help move them closer to becoming a paying customer.

Today, all marketing roles require some MarTech software or tool. From content, email, social media, ads, there is always a benefit to invest in the digital channel where you find high-quality leads. While the MarTech landscape grows each year, it becomes critical to continuously research new MarTech and evaluate ways to improve your MarTech Stack to reduce errors, save time, improve performance, and increase ROI.

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