Designing a marketing stack can be a complex process, but there are several best practices that can help you create a solid foundation for your marketing technology infrastructure.
Here are 6 steps you can follow:
- Define your marketing objectives: Before you start designing your marketing stack, you need to define your marketing objectives. What are you trying to achieve with your marketing efforts? What metrics will you use to measure success?
- Identify your customer journey: Once you’ve defined your marketing objectives, you need to identify the touchpoints in your customer journey. This will help you understand where you need to engage with your customers and what technologies you need to support those interactions.
- Select your core systems: Your marketing stack should be built around a core set of systems that support your marketing objectives and customer journey. For example, you may need a customer relationship management (CRM) system, a content management system (CMS), an email marketing platform, and a social media management platform.
- Evaluate and integrate additional tools: Once you have your core systems in place, you can evaluate and integrate additional tools that will enhance your marketing efforts. This may include tools for analytics, advertising, SEO, and more.
- Establish data governance: It’s important to establish data governance policies and procedures to ensure that your data is accurate, secure, and compliant with relevant regulations.
- Train your team: Finally, you need to train your team on how to use your marketing stack effectively. This includes providing training on each system and how they work together to achieve your marketing objectives.
By following these steps, you can design a marketing stack that supports your marketing objectives, customer journey, and team’s needs.
