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How to create a powerful marketing technology stack [Infographic]

Author's avatar By Gabrielle Wright 17 Sep, 2021
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A flow chart to create a marketing technology stack tailored to your business needs

We talk about the importance of using the right digital marketing tools a lot here at Smart Insights. When used correctly, a marketing technology stack can save you time, boost productivity and lead to better marketing outcomes. But with so many martech tools available, it can be tricky to know which tools to use and why.

Smart Insights offers a wealth of practical, actionable tools, templates and training designed to create or develop your marketing strategy using data, customer insights, and best-practice.

Marketing technology is a huge topic in digital marketing right now, and it's no secret that the age of digital disruption has increased the number of opportunities and challenges for digital marketers in the field. That's where the RACE Framework can come in, helping you make sure all your martech and marketing activities are efficiently supporting your objectives.

Our RACE Framework infographic on digital marketing tools provides some structure by dividing the best 150 tools into 30 key categories, so you can see which tools to use to achieve your objectives of reach, act, convert, and engage. We're not saying you need all of these tools, but some businesses that are heavily reliant on digital channels will likely need at least one tool from each category.

Marketing technology stack

However, for a new business, it can still be hard to know where to start with so many tools available. That's where this marketing technology stack flow chart can be useful. Click on the image below for a larger image of the flow chart, so you can see which tools can get you started in different areas of marketing.

Marketing technology stack flow

Need more advice integrating marketing technology into your digital strategy?

If you're looking to optimize your marketing strategy, integrate your digital activities, or just need some help prioritizing marketing technology to grow your business, I recommend booking a free 1-2-1 consultation call with the team.

Our consultation calls are designed to put you in the driver's seat and talk through your opportunities using the RACE Framework, so you can make an informed decision about the best strategy for your business. For example, how do you apply machine learning, propensity modeling and AI to inform your marketing decisions at each stage of the customer journey?


Discuss your marketing strategy and technology in the context of the RACE Framework to help identify challenges and solutions. Book your call to find out more.

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Author's avatar

By Gabrielle Wright

Gabrielle Wright is the Smart Insights blog editor, managing the company's SEO and social media strategies. With specialisms in marketing for the pharmaceutical/healthcare industry, financial services, manufacturing, IT/high tech, brands and e-commerce, Gabrielle can generally be found in her home office in Sandiacre, with a cup of tea, reading and writing about marketing theory and its practical application in the global economy! You can connect with Gabrielle on LinkedIn.

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Digital Marketing Tools

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