Have you ever wondered how to create perfect Marketing Tech Stacks for your company?
Our guide will allow you to find tailored solutions to your business.
We collected a ton of marketing tech stack examples.
These are tested and approved tools by companies doing the work themselves.
Every business model is different, so you’ll see that each company had a unique blend of MarTech Stacks. Check out some of the detailed ones that show their evolution over time.
Moreover, Klint Marketing offers digital strategy, marketing tech stack implementation, and growth-hacks for scaling any business; any size.
Third Door Media, organizer of the MarTech Conference has graphically presented stackies. The design is a floor plan of their conference. Divided into 6 categories, where Productivity, Amplification, and Infrastructure accounts for the most number of tools. Most importantly, more than half (52%) of the tools they are using, is free of charge.
Cheifmartec blog contains a lot of information about different marketing technologies, including stacks. One of their latest posts presented 48 martech stacks from different industries.
Paychex’s presentation of stackies resembles an inventory which guides to qualified leads. The categories of 42 boxes of different tools are by their purpose, automatization, and phase of their use.
Prepared leads are going by two phases – grading (may come back to nurture and lead gen) and “shipment”.
Airstream, an American brand of travel trailers presented their stackies in the form of camping. Camping destinations are 5 categories, where Engagement is the most pursued.
The size of the tree shows how much the company works in a given platform. The company focuses on interaction with their potential customers.
An American cheesy company, Sargento, showed their tech stacks in the form of a recipe. The marketing process scrambled to 4 stages where different platforms are in use.
Sargento foods engages a lot in e-commerce, sales, and creativeness (which is on the bottom of infographics).
Networking & cybersecurity solutions company, Juniper, mentioned in 2019 Marketing Tech Stacks. It contains 3 customer lifecycle clouds: pre-sales, post-sales, pre and post-sales marketing.
Above all, easy to follow thanks to 5 different functional layers such as management, content & experience, data, etc. In addition, they are one of the companies using PathFactory tool in order to propose a customer journey for their customers.
ESRI’s diagram created as a map inspired by what the company is about. The presented path follows a reader through listed technologies used by ESRI’s marketing department.
The marketing initiative cycle divides into 6 main departments. Acquisition, Nurturing, Retention, Insights & Analytics, Productivity, and Communication are their focal points when it comes to marketing.
Financial planning company, BlackRock, won Stacks Award in 2018. MarTechtropolis is a 4 district city, where each presents other strategies. Moreover, it focuses more on analytics, management, and execution rather than on social media.
The meteorological company showed their platforms using 3 fronts of marketing efforts. Color-coded tools categorized by software, where “website” is the most common one.
Earth Networks received the 2018 Stacks Award especially thanks to their creative way of presentation which suits what the company does.
An IT global leader follows the customer journey while presenting 43 platforms used for marketing. Each tool contributes to different stages of lead nurturing funnel (see points on the diagram).
One of the most creative stacks was created by Element Three, a marketing agency. Not only the use of famous movie names but also the depiction of time spent on each platform (from ticket to popcorn image) was a winning recipe for 2018.
In addition, 8 main operations showed such as Ad Tech, Research.
The company, Allocadia, which won Stackie awards last year, as well as in 2017. The anatomy depicts 4 phases – Awareness, Consideration, Purchase and lastly Advocacy.
In addition, do marketing focuses on content that is visible to potential customers. Meanwhile, Run marketing is all about analysis, database, and automation. As a result, one of the fastest-growing technological Canadian company had global clients such as Microsoft.
A software development company, Informatica, decided to present their tech stack in the perspective of their customer.
This flow diagram illustrates how the data is stored and which technology they are using for marketing practices. It is a unique approach, as it is not common to show the “you – customer” technique in Marketing Tech diagrams.
The globally-known company, Microsoft, showed their tech stacks in 2017. Most importantly, a reader can find on the loop – pre-sales, sales, and post-sales marketing.
This MarTech diagram was the winner of the 2018 Stacks Awards. After Janus Henderson Group merged, they utilized their marketing tools.
Meanwhile, 3 systems characterized by a frequency of change as well as ideas. Common things for 3 systems are 4 functions – awareness, production, analysis and engagement. Like many other companies, they are using BrightTalk which helps with online webinars and video streaming.
In 2017, Allocadia focused on mixing marketing and sales & finance on one stack infographic. It was a unique approach that was honored among the other 57 stacks. The loop shows how those two departments are highly connected to a company.
Run Marketing is done by Allocadia and Do Marketing by Marketo which is a software company. Moreover, most of the tools are designed for only one function in the company. Except for Salesforce which is used in Run & Do Marketing.
This digital asset management software, Aprimo, decided for Stacks in a continuous loop. The cycle is divided into the plan, spend, create, distribute and perform.
6 circles of Tech Stack are closing to the company itself. It depicts the importance of every stage for Aprimo. The company uses Uberflip, Content Experience Platform(CEP), in a few stages.
Cisco’s marketing stacks from 2017 depict the customer journey’s importance. The main branch is a customer where the most technology solution is found.
Other branches are partner, seller and date & ops which all together create a cohesive solution for this worldwide leader. Furthermore, this stack was used as a baseline for the new one(showed above).
This stack is driven by 3 main strategies – personalization, productivity and illumination of value. Red Wing Shoes Marketing Tech Stack is divided into two business concepts – B2B and B2C; in addition, there is the shared sector.
On the front end, there are sales facings, meanwhile on the back end – operations and analytics. One of their tools is Silverpop, owned by IBM, it is a platform providing email marketing, lead management, and mobile engagement.
In 2016, Acronolix won a Stack Awards. Customer-centric diagram focuses on 5C’s – Contacts, Connections, Content, Customer Data, Collaboration. The connections stage is divided into segments based on the purpose of the tools.
It is interesting to notice that they do not include the Competition segment. However, CMO of this company claims that their product is unique enough to not consider other players.
The journey map is created by 3 circles which intertwine each other. Influence, Engagement lines, and 4 main pillars are unusual ways to depict 21 tech stacks of Connective DX.
The reader can easily follow which tools are used for which purpose (see the bottom of the infographic).
Delphic Digital, now known as Hero Digital, decided on 6 main departments of marketing. There are 32 technology platforms used in different departments – showed by dots.
This a clear and simple way to show how platforms are cross-capable and cross-functional.
One of the winners of the 2016 Stacks Awards was Pitchbook, an investing company. They used flowchart to represent their platforms, dividing them into 6 main dimensions.
There is a creation, collaboration, capturing, execution and analysis. The main tool for the company’s automation is Marketo, a widely known software.
A content marketing platform, Uberflip, presented their stacks in a form of the customer journey. In addition, the company used its main 4 pillars – Creation, Experience, Distribution, and Insights.
Combining those two perspectives resulted in winning the Award in 2015.
Presenting data flow in the form of the funnel was a solution provided by Datapipe, known now as Rackspace. They asked the question “How this stack helps us to gain customers?”
Furthermore, the diagram shows different parts of Marketing, such as Email marketing, Conversion UX and which technology solution they are using for each part. They decided to use mainly the Salesforce tool, as this integrated CRM platform helps with the connection between customer and producer.
Intelligence Bank’s circuit board depicts how interconnected and intertwined all platforms are in the marketing department.
CRM and CMS have the most wires which show the importance of those two segments for this digital asset management company.
Including Google Alerts is a plus, as it gives others the epitome of simple services that still are making a difference in the company’s operations.
In 2015, Uberflip presented Marketing Tech Stack as three stages – content, nurture and sell. The simple design helps the reader to understand the main platform for each part.
Other tools mentioned are treated as complementary technology solutions. The reader is able to see which tool is the most important for Uberflip business. As an addition, they have Web Analytics and Collaboration & Productivity.
Education services, known as Wiley, showed basics functional capabilities. On top of that, they added an automated and manual data flow.
It’s not common to see manual processes on Marketing Tech Stacks.
Most importantly, the SMACs stack is known especially by its low cost. The concept is based on social interaction, mobility, and analytics.
Easy to follow stack thanks to 4 main parts known by any marketer – attract, convert, measure and nurture.
Lead generation is focal for TechnologyAdvice Stack. It is divided into 4 phases. And each phase into subsections.
On the bottom, there is an ‘analytics’ section which allows the user to see the results of their actions. They used popular tools, as well as the “niche” ones – gives the good variety to choose from.
European VC Tech Stack made by VC Cafe is a universal diagram for any company. It contains all crucial platforms for conducting business.
Therefore, having many platforms in each category gives a variety to choose from for the reader. Many of the tools are widely known around Marketing businesses.
Sales enablement is a process which Seismic is known for. Their stacks are following the common 5 steps of a customer journey.
Moreover, it focuses on measuring sign-ins and content requests, as well as clicks, impressions, and click-through rates. Moreover, they included notes of what is the company action in each phase.
5 main activities were depicted by Lattice Engines Marketing Stack. This kind of stack is typical for technology-based companies.
On the top, there are platforms used for general use in the company, coming to the bottom where it is all about sales enablement.
Digital Experience Platform, Acquia, has a simple clean layout of their stacks. Pyramid structure follows team collaboration, prospect, website, inbound marketing, and analytics.
Acquia has depicted that marketing and sales are intertwined. Worth of mention, they use Asana software for team collaboration and work management.
An account-based marketing researcher does not need a lot of platforms to execute marketing. This relatively small company, Terminus, focuses mainly on its blog, as there are 5 components responsible for it.
In 2015, based on this MarTech it is visible that the company was focusing on traffic and lead generation.
In the form of a classic funnel, Calero, B2B company presented their stacks. The diagram shows internal processes which allow this company to get customers, leading to their revenue stream.
One of their interesting tools is Bombara which focuses on getting insights when the B2B customers are actively on the market.
Custom AI platform, Absolutdata, shows advanced and technologically oriented marketing stack. Divided into 5 segments which all present scalable and elastic nature.
The company depicts the integration of all data sources. This technology-oriented company chose tools that are not that popular but still serve the purpose, especially for advanced actions.
Hive’s marketing stack focuses on integration and automation. Very detailed segmentation allows the reader to follow which platform is used for what part of marketing.
Their own platform allows collaboration and a general overview of all technologies they are using.
A marketing agency with focal on events is Cramer. Their Technology Stacks shows how salesforce can cover the sales enablement pieces.
Their diagram is an answer to key problems – content, sales enablement, and social amplification. Moreover, this MarTech is a good mix of global and small start-up tools.
CBinsights helps the customer to find new business opportunities/trends. The diagram is in the form of a flow chart shows automation, which allows more efficient marketing.
The 6 steps to success are marketing channels, landing pages, re-targeting, activation emails, automated drip marketing, and demo. The company decided to use two tools for email marketing – SendGrid and Mailchimp.
The data-driven company, Merkle, illustrated their approach using a brain. Each part of it is divided into subsections which give a good understanding of what their marketing is all about.
Further, data management and integration are the biggest parts, as that is what it lays on the core of this business.
Tennant’s stacks are shown on the picture of one of its products – floor-cleaning machine.
The loop revolves around the attraction, engagement, collaboration, and revision & revive. Subsequently, 4 main pillars are then divided into subcategories, which are simple and understandable for the reader.
5 common key stages of marketing were used by Kurtosys, an investing company. They included argumentation of each stage plus the secure stage which is located in the middle.
Many stacks used for all parts show the advanced approach to their marketing.
The car customer journey as a Marketing Tech Stack was presented by Mobly.
Connecting each stage with the used platform is easy to follow. Technology solutions are divided into 4 different roles.
Marketing Masala, an Indian based company, suggests that the marketing department should focus more on their growth.
The diagram represents 21 growth hacking technology solutions. All those help with quality leads, content marketing, landing pages, SEO and customer engagement.
Clemmens’ sales stack is oriented on sales funnel. An outbound sales process divides into analytics, research, outreach and deal pipeline. The flowchart shows the company’s approach of getting customers.
The less the better is a simple approach by Effin Amazing. Only 6 platforms allow them to avoid Stackpocalypse.
They believe that having a variety of choices of tools does not imply every company should have dozens of them. As a result, their stacks integrates together.
Free technology to conduct marketing was the new approach by Zero Dollar. 9 categories are common for any business.
This growth marketing stack can be a perfect solution for new start-ups. Moreover, in order to support their customers, they opted for osTicket software which combines email, website, and phone calls inquire.
Reduxio’s diagram is one of the most elaborate ones. 3 main circles are the areas of focus – Product and Design, Sales “Wow” and Growth Marketing.
The color-coded dots which are around the circle represent the responsibilities of each team member. Moreover, they added a map of the world which shows where they are currently working.
The Growth Marketing Tools Funnel made by Tomas Capponi depicts the customer lifecycle. So, depending on the needs of a company, the reader can decide which technology solution they need.
An example of a way of growing for agile teams and stakeholders was presented on the Everbird diagram.
Consequently, rather than general marketing stack, they chose to focus on analysis, test, and growth itself. The company suggests using it mainly for web or mobile applications.
Italian marketing agency decided to invert the well-known funnel in order to improve ROI and their growth. Most of their stacks are popular in business worlds.
Not having dozens of them allows them to control it better. One of the most common software for landing page optimization is LeadPages – and here we have an example of it.
This agency decided to follow the blocks of marketing. In each segment, the reader can find different platforms.
At first, it looks like they are using a lot of different tools. But most of them are the same in every step – the way of cutting costs.
As Invoca decided to switch to ABM (account-based marketing) strategy, they needed to change their tech stacks.
The diagram involves customers and then subsequently – identify, expand, engage, advocate and measure stages. There is a clear understanding of the usage of platforms thanks to the marketing funnel.
There is another company that uses ABM is LeadMD. They created an infographic showing what is the use of each technological tool based on their category and subcategory.
Moreover, they put the main focus on execution which is all about spreading messages & offers to potential prospects.
This diagram – simply organized by 3 levels – platform, optimization, and application.
Every 10 tech stacks have their purpose for the company. Bloomreach is helping other companies to get higher conversion by using its software.
This company decided on modern stacks, interactive tech stacks that suit their company.
6 boxes of marketing interactions with their customers contain platforms they are using on a daily basis. An unusual addition is a short description of why they are using each marketing stack.
Venturescanner decided to show marketing technology used currently. In order to choose platforms, they checked 900 companies.
The division into 13 main categories of marketing helps the reader to navigate and find needed technology.
DemandBase’s diagram heart is its software itself. Infographics contain the buyer’s journey, as an addition to 6 pillars of marketing.
It is easy to follow for the reader, some platforms contribute for a few purposes. Most noteworthy is Folloze, their tool of choice which allows personalized marketing techniques for content creation and content management.
13 categories of Marketing are showed on Olive Lights’ MarTech. Each heading has its subheading explaining what it stands for.
The diagram gives a great overview of a marketing agency specialized in Data, Technology, and Governance.
Customer journey presented as a circle with many tools on each step.
TalkWalker provided also an argumentation for the main platforms that they suggest using for everyone. This tech stack is universal – can be recommended for any business.
With the usage of 6 main categories, Egnyte, Content Services Platform, shown platforms they are using on a daily basis.
They focus mostly on Data Management & Analytics, Content Creation & Delivery, and PR & Media Monitoring. Moreover, They use buffer or Google Search Console, which are popular technological tools, which shows that sometimes there is no need to dig deep to find good solutions for the company.
They used the customer lifecycle and then divided them into subcategories. As a result, there are 30 different purposes for given tools.
The company wants to try new tools to promote them over the ones which are on the market for a long time. Smart Insights wants to recommend new technology solutions.
This diagram depicts the importance of the financial perspective while creating marketing stacks.
In other words, Red Caffeine, a growth consultancy, believes it is important to consider revenue and costs while choosing tools. Basically, to get customer insights it is important to look also from the financial side.
A recipe for team success was presented by Adroll with their marketing stack. Divison by 5 main parts based on the needs of every company from inside to control and operate.
Due to the division into smaller blocks, is easy for the reader to navigate.
There is a variety of tools to choose from to make a perfect marketing tech stack for every type of business.
Divide your marketing into phases or smaller processes. After you segment your funnel, compare your needs with others’ solutions and even competitors.
Sometimes less is more. Depending on the size of the organization and marketing needs, you don’t always need the most expensive option. Some companies are better off with simple stacks, as it is easier to control them.
Are you still hungry for more information about MarTech Stacks? Check back on our blog regularly or become a client of Klint Marketing already!