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How to build the right Martech stack for your clients

Updated: Nov 16, 2021

Homepage of travel service website with site analytics and contact form

Just seven years ago, 47% of U.S. marketers ranked creativity as the #1 factor for driving marketing strategy. Sorry Don Draper, but eCommerce has flipped that script. By 2022, 56% of marketers say technology and creativity will play equal roles in driving their strategy; and 30% rank technology first.

Marketing technology, aka “Martech,” is the largest slice of today’s marketing budgets (29% on average according to Gartner). With nearly 7,000 businesses offering Martech solutions, deciding which tools will drive your client’s marketing strategy is critical to success.

But first, what is a Martech stack and why does it matter?

Simply put, a Martech stack is a collection of technologies that marketers use to carry out their marketing strategy. Choosing the right tools and organizing them into a logical flow can actually multiply the value of each individual tool.

As website designers, developers and marketers, you can help clients make the right Martech decisions and stack those tools in an integrated solution that enables them to execute, analyze and improve their marketing strategy.

The right Martech stack can help them achieve new levels of effectiveness by improving staff collaboration, measuring the impact of marketing activities, driving more efficient marketing spend and reaching customers in new ways.

The 3 types of Martech tools that belong in your client’s stack

While there’s no one-size-fits-all Martech stack for businesses, the necessary tools fall into three key general categories:

· Tools to drive traffic

· Tools to engage visitors

· Tools to analyze and optimize

Those tools will vary greatly from client to client, but industry experts point out they represent the foundational technologies for Martech stacks in most B2C and B2B businesses.

Tools to drive traffic

Driving traffic to client websites is essential for conversions. So it follows that effective marketing automation has to drive traffic to boost sales, get bookings or generate the right leads. That’s easier said than done: in a global study, 61% of marketers rated generating quality traffic and lead conversion as their biggest challenges. You can’t get more conversions without plenty of traffic, and that’s why it’s important to use tools designed for reaching your client’s target audience.

1. Google Ads: Google search, video and display ads

If your client is looking to drive the right kind of traffic to its site, go directly to Google’s search, video, and display ads. Given its spectacular reach (more than 246 million visitors) and traffic (3.5 billion daily interactions), it’s been said there’s no such thing as an unsuccessful Google Ads campaign. Still, Google Ads will help your clients analyze and refine their ads to reach even more people and help hit their marketing goals.

2. Sprout Social: streamlined social media management

Currently, 54% of social media users research products on social sites. However, 85% of business owners aren’t sure which social media tools to use to reach them. Sprout Social lets your client manage their social media strategy from one place. They can schedule posts at the best times, streamline their publishing processes, and turn social data into key insights to drive traffic and better connect with their audience.

3. SEO tools: Ahrefs, SEMrush, Moz, Conductor

Improved SEO helps boost a site’s visibility on search engines, which is essential to reaching more potential customers. Content is a key ingredient. When your client’s site has engaging content that’s aligned with best SEO practices, it’s more likely to attract the targeted audience. With these tools, you can drive organic traffic to your client sites: