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The Dirty Dozen: A Modern MarTech Stack for Marketing Success

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A Marketing Technology (MarTech) stack is crucial for modern marketing teams to plan, execute, track, and analyze their campaigns effectively. Building a comprehensive, integrated MarTech stack involves a range of tools and technologies tailored to the organization's goals, size, and industry. A well-crafted MarTech stack empowers marketing teams to enhance their strategies, improve efficiency, and drive business growth. This blog explores essential MarTech categories and popular solutions within each:

  1. Customer Relationship Management (CRM): A robust CRM platform like Salesforce, HubSpot CRM, or Zoho CRM helps businesses manage customer interactions, track leads, and monitor sales pipelines, ensuring efficient customer data management.

  2. Content Management System (CMS): With user-friendly CMS platforms like WordPress, Drupal, or Squarespace, marketers can effortlessly create, manage, and publish engaging content on their websites and digital properties.

  3. Email Marketing: Tools like Mailchimp, Campaign Monitor, and Constant Contact allow users to drive targeted email campaigns and automate workflows, all while effectively tracking email performance.

  4. Social Media Management: Hootsuite, Buffer, or Sprout Social empower marketers to efficiently manage and schedule social media posts, monitor conversations, and analyze engagement for better social media strategies. Many of these solutions are introducing new generative AI tools that identify popular posts – and what makes them work – to help replicate success.

  5. Marketing Automation: Streamline repetitive tasks like lead nurturing and email workflows using popular marketing automation software like Marketo, Pardot, or HubSpot Marketing Hub.

  6. Analytics and Reporting: Gain valuable insights into marketing performance through data-driven marketing technology. Tools like Google Analytics, Adobe Analytics, and Mixpanel track and analyze website traffic, conversions, campaign results, and the impact of marketing tech on ROI.

  7. Search Engine Optimization (SEO): Optimize your website for search engines using powerful SEO platforms like Semrush, Moz, or Ahrefs, which enable keyword research, rank tracking, and website performance analysis.

  8. Advertising and Paid Search: Efficiently manage and optimize online advertising campaigns with tools such as Google Ads, Facebook Ads Manager, and AdRoll.

  9. Data Management and Integration: Consolidate and manage customer data from various sources with tools like Segment, Zapier, or Informatica, ensuring data accuracy and seamless integrations between marketing systems.

  10. Competitive Intelligence: Stay ahead of competitors by gathering actionable competitive intelligence with solutions like SimilarWeb, Klue, or Crayon.

  11. Customer Intelligence: Take a holistic approach to customer success by analyzing detailed customer information and tracking customer events with tools like Qualtrics, NGData CDP, and UserVoice.

  12. Customer Advocacy & Reference Management: These tools help organizations leverage their customer references to generate new sales and referrals. Capabilities range from reference recruiting and nurturing (e.g., ReferenceEdge) to on-demand customer reference programs with granular prospect analytics and actionable insights (e.g., Verified).


While the MarTech stack's possibilities are vast, this compilation serves as a starting point for marketing organizations to assess their capabilities and allocate budgets wisely. Integrating AI into marketing technology will play an increasingly significant role in generating engaging content and analyzing diverse marketing data.

Of course, some companies don't have the time, budget, or will to manage twelve different tools within their MarTech stack. Tools like Competitive & Customer Intelligence, for instance, are great for companies that have the foundations in place and are building on top of a well-functioning marketing motion.

For companies building their MarTech stack from the ground up, we recommend the following at a bare minimum:

  1. CRM

  2. Marketing Automation (when leveraged properly, these tools can also step in for dedicated Email Marketing and Social Media Management tools)

  3. Analytics & Reporting

  4. SEO

  5. Advertising & Paid Search

  6. Customer Advocacy & Reference Management

Here at Verified, our perfect stack looks like this:

  1. Salesforce (CRM)

  2. Hubspot (Marketing Automation)

  3. Google Analytics (Analytics & Reporting)

  4. Semrush (SEO)

  5. Google & Social Ads (Advertising & Paid Search)

  6. Verified (Customer Advocacy & Reference Management)


Interested in standing apart from the competition while eliminating customer reference burnout?

Reach out to the Verified team via the button below. We help organizations like yours accelerate your road to revenue.


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