Why the ‘MarTech stack’ is dead

You may have heard of terms such as FinTech (Financial Technology) and InsurTech (Insurance Technology) to describe traditional services that have been mixed and transformed through the use of technology.

Another one of those is MarTech, the blending of marketing and technology. As a marketer or non-marketer, your business will undoubtedly be harnessing the power of marketing technology, even if you've never thought about it in that way.

MarTech services can include applications such as MailChimp or Campaign Monitor for emails, ZenDesk or Intercom for chatbots, Hootsuite or Buffer for social media, Unbounce or Instapage for landing pages, WuFoo and Gravity Forms for data collection, Klipfolio for sales and marketing dashboards, Zoom or Skype for video conferencing… the list goes on.

All or some of these types of applications you will use for your business, and together, they are known as your ‘MarTech stack’.

Your MarTech stack has likely been compiled over a number of years as you find a need for these services in order to run and grow your business.

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How we helped PrimeStox treble registrations while reducing spend in just two months.

However, despite their obvious uses, there are a few problems with MarTech stacks.

1. Cost – a lot of these services are quite inexpensive on their own, but as you begin to add to your stack of applications, the cost quickly begins to rise and what was once £50 a month can suddenly become hundreds, if not thousands of pounds.
2. Limits – MarTech services often come with cheap entry points, but with limits on use and functionality. As a result, you quickly find that you need to jump to the next tier to get what you really need and suddenly it is not so cost effective after all.
3. Not integrated – having multiple applications in use can mean there is little or no integration and alignment between them. This can lead to holes in your data as well as costly mistakes and a huge drain on your time.
4. Multiple logins – if you have a MarTech stack, then you are going to have multiple logins and lots of different tabs open, and let’s face it, that’s just messy and annoying.

What’s the solution?

All of these applications serve a purpose in the day-to-day operation of your business, but as you grow, this method of stockpiling MarTech software becomes untenable.

The answer is marketing automation and, more specifically, a marketing automation system that covers all of your marketing software needs.

Systems are now available which make much of the MarTech stack redundant. From under £400 per month, and with no lengthy contracts, it is possible to get a host of services all under one roof, including:

• Email marketing
• Automated workflows
• Landing page builder
• Social media manager for monitoring and publishing across multiple social platforms
• Reporting and analytics dashboards
• Sales CRM
• Online meeting scheduling
• Video conferencing with your team and clients
• Forms for data collection
• Personas
• Chatbots
• And much more…

We've researched the market and found the system that we believe ticks the boxes better than all the others. You can learn more about our CRM & Marketing Automation platform here and request a demo from one of our sales and marketing automation experts.