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60+ Powerful Marketing Tech Stacks [2020 UPDATE]

Introduction

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

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. 

third door media marketing tech stack
Third Door Media Marketing Tech Stack, image by Third Door Media

Cheifmartec

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

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”.

paychex marketing tech stack
Paychex Marketing Tech Stack, image by Paycheck


Airstream

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.

airstream marketing tech stack
Airstream Marketing Tech Stack, image by Airstream


Sargento Foods

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). 

sargento marketing Tech stack
Sargento Foods Marketing Tech Stack, image by Sargento Foods


Juniper Networks

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.

juniper marketing tech stack
Juniper Networks Marketing Tech Stack, image by Juniper Networks


ESRI

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.

esri marketing Tech stack
ESRI Marketing Tech Stack, image by ESRI


BlackRock

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.

blackrock marketing stack tech martechtropolis
BlackRock Marketing Tech Stack, image by BlackRock


Earth Networks

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.

earth networks marketing Tech stack
Earth Networks Marketing Tech Stack, image by Earth Networks


Cisco

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).

The most tools used are on the “I shop & I buy” stage – this converting phase is crucial for the company. Moreover, Cisco relies on its own technology solution such as WebEx or Impact.

Cisco Marketing Tech Stack
Cisco Marketing Tech Stack, image by Cisco


Element Three

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.

Element Three Marketing Tech Stack
Element Three Marketing Tech Stack, image by Element Three


Allocadia

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.

allocadia marketing Tech stack
Allocadia Marketing Tech Stack, image by Allocadia


Informatica

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.

Informatica Marketing Tech Stack
Informatica Marketing Tech Stack, image by Informatica


Microsoft

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.

Their vision is to create a universal, automated version of stacks that can be used by anyone. Moreover, many of the technology used is Microsoft owned, such as PowerBi or Skype for Business.

Microsoft Marketing Tech Stack
Microsoft Marketing Tech Stack, image by Microsoft


Janus Henderson

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.

Janus Henderson marketing Tech stack
Janus Henderson Marketing Tech Stack, image by Janus Henderson


Allocadia

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.

Allocadia Marketing Tech Stack
Allocadia Marketing Tech Stack, image by Allocadia


Aprimo

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.

Aprimo Marketing Tech Stack
Aprimo Marketing Tech Stack, image by Aprimo


Cisco

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).

Cisco Marketing Tech Stack
Cisco Marketing Tech Stack, image by Cisco


Red Wing Shoes

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.

Red Wing Shoes Marketing Tech Stack
Red Wing Shoes Marketing Tech Stack, image by Red Wing Shoes

Acrolinx

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.

Acrolinx Marketing Tech Stack
Acrolinx Marketing Tech Stack, image by Acrolinx


Connective DX

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).

Connective DX Marketing Tech Stack
Connective DX Marketing Tech Stack, image by Connective DX


Delphic Digital

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.

Delphic Digital Marketing Tech Stack
Delphic Digital Marketing Tech Stack, image by Delphic Digital


PitchBook

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. 

PitchBook Marketing Tech Stack
PitchBook Marketing Tech Stack, image by PitchBook


Uberflip

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.

Uberflip Marketing Tech Stack
Uberflip Marketing Tech Stack, image by Uberflip


Datapipe

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.

Datapipe Marketing Tech Stack
Datapipe Marketing Tech Stack, image by Datapipe


IntelligenceBank

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.

IntelligenceBank Marketing Tech Stack
IntelligenceBank Marketing Tech Stack, image by IntelligenceBank



Uberflip

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.

Uberflip Marketing Tech Stack
Uberflip Marketing Tech Stack, image by Uberflip

John Wiley & Sons

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.

John Wiley & Sons Marketing Tech Stack
John Wiley & Sons Marketing Tech Stack, image by John Wiley & Sons

The SMACs stack

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.

SMACs Marketing Tech stack
SMACs stack, image by Jacob Vargese



TechnologyAdvice

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.

TechnologyAdvice Marketing Tech Stack
TechnologyAdvice Marketing Tech Stack, image by TechnologyAdvice



VC Cafe

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.

European VC Tech Marketing Tech Stack
European VC Tech Marketing Tech Stack, image by VC Cafe



Seismic

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.

Seismic Marketing Tech Stack
Seismic Marketing Tech Stack, image by Seismic

Lattice Engines

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.

Lattice Engines Marketing Tech Stack
Lattice Engines Marketing Tech Stack, image by Lattice Engines



Acquia

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.

Acquia Marketing Tech Stack
Acquia Marketing Tech Stack, image by Acquia

Terminus

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.

Terminus Marketing Tech Stack
Terminus Marketing Tech Stack, image by Terminus

Calero

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. 

Calero Marketing Tech Stack
Calero Marketing Tech Stack, image by Calero

Absolutdata

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.

Absolutdata Marketing Tech Stack
Absolutdata Marketing Tech Stack, image by Absolutdata


Hive

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.

Hive Marketing Tech Stack
Hive Marketing Tech Stack, image by Hive

Cramer

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.

Cramer Marketing Tech Stack
Cramer Marketing Tech Stack, image by Cramer



CBInsigts

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.

CBInsigts Marketing Tech Stack
CBInsigts Marketing Tech Stack, image by CBInsigts


Merkle

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.

Merkle Marketing Tech Stack
Merkle Marketing Tech Stack, image by Merkle

Tennant

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.

Tennant Marketing Tech Stack
Tennant Marketing Tech Stack, image by Tennant

Kurtosys

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.

Kurtosys Marketing Tech Stack
Kurtosys Marketing Tech Stack, image by Kurtosys

Mobly

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.

Mobly Marketing Tech Stack
Mobly Marketing Tech Stack, image by Mobly

Marketing Masala

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.

Marketing Masala Tech Stack
Masala Marketing Tech Stack, image by Marketing Masala

Clemmons.io

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.

Clemmens.io Marketing Tech Stack
Clemmens.io Marketing Tech Stack, image by Clemmens.io



Effin Amazing

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.

Effin Amazing Marketing Tech Stack
Effin Amazing Marketing Tech Stack, image by Effin Amazing

Zero Dollar

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.

Zero Dollar Marketing Tech Stack
Zero Dollar Marketing Tech Stack, image by Deepak Abbot


Reduxio

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.

Reduxio Marketing Tech Stack
Reduxio Marketing Tech Stack, image by Reduxio

Tomas Capponi

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.

Tomas Capponi Marketing Tech Stack
Tomas Capponi Marketing Tech Stack, image by Tomas Capponi

Everbird

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.

Everbird Marketing Tech Stack
Everbird Marketing Tech Stack, image by Everbird

Marketing Ads

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.

Marketing Ads Marketing Tech Stack
Marketing Ads Marketing Tech Stack, image by Marketing Ads

Jackson Marketing

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.

Jackson Marketing Tech Stack
Jackson Marketing Tech Stack, image by Jackson Marketing

Invoca

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.

Invoca Marketing Tech Stack
Invoca Marketing Tech Stack, image by Invoca

LeadMD

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.

Leadmd tech stack

Bloomreach

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.

Bloomreach Marketing Tech Stack
Bloomreach Marketing Tech Stack, image by Bloomreach

Ion Interactive

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. 

Ion Interactive Marketing Tech Stack, image by Ion Interactive

Venture Scanner

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.

Venture Scanner Marketing Tech Stack
Venture Scanner Marketing Tech Stack, image by Venture Scanner

DemandBase

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.

DemandBase Marketing Tech Stack
DemandBase Marketing Tech Stack, image by DemandBase

Olive Insights

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.

Olive Insights Marketing Tech Stack
Olive Insights Marketing Tech Stack, image by Olive Insights

Talk Walker

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.

Talk Walker Marketing Tech Stack
Talk Walker Marketing Tech Stack, image by Talk Walker

Egnyte

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.

Egnyte Marketing Tech Stack
Egnyte Marketing Tech Stack, image by Egnyte

Smart Insights

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.

Smart Insights Marketing Tech Stack, image by Smart Insights

Red Caffeine

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.

Red Caffeine Marketing Tech Stack
Red Caffeine Marketing Tech Stack, image by Red Caffeine

AdRoll

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.

AdRoll Marketing Tech Stack
AdRoll Marketing Tech Stack, image by AdRoll

Conclusion

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!

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