A strong MarTech stack will help you engage existing customers and move prospects down the sales funnel. What challenges do businesses face and how can you overcome them?

1. MarTech Stack Challenges and How to Get Past Them
Executing competitive marketing campaigns has never been more
difficult. Today’s marketing teams must be equipped with the
necessary technologies in order to scale up, stay within budget,
outperform competitors, and achieve a return on investment. Of
course, doing all of this manually is impossible. That’s where the
marketing technology you choose, often known as a MarTech stack,
comes into the picture. In this blog, we will discuss the challenges
that businesses face when creating or improving their MarTech
stacks and how businesses can stay out of them.
• Tech stack integration
The goal of marketing technology platforms and tools is to simplify
tasks, but if you build a stack without a defined plan, you run the
risk of these platforms and tools operating in silos. Make sure every
component in your stack can connect with one another, as
marketing technology integrations save both resources and time.

2. Aim for integrations that enhance your workflow, which means that
tasks and operations should be automatically triggered from one
piece of technology to the next. Your integration must be data-
driven. In order to avoid having inconsistent and perplexing data
that makes it difficult to assess the success of your marketing efforts,
it is important that the data be synchronized across several
platforms in real time.
Try to understand how the integration will be put together when you
decide which solutions to include in your MarTech stack. Next, focus
on how the data will be exchanged. Additionally, run internal tests to
make sure the workflows function as planned.
• Selecting the right MarTech stack
We all want to use the most up-to-date technology, but adding
innovative platforms and applications when they aren’t genuinely
necessary poses the risk of cluttering your stack. After all, having
different systems and platforms can make managing relationships
and integrations challenging.
You won’t make much progress with marketing solutions that are set
up incorrectly or that use irrelevant metrics. And because of this, it’s
crucial to consider it as a single technological system rather than a
collection of different tools. You must prioritize simplicity of use in
addition to making sure your marketing stack is completely
connected, since doing so will help you save both time and funds on
things like training and guarantee that your team is making the most
of the technology you choose. Additionally, make sure your stack

3. enables audience segmentation because more tailored marketing
messages have a higher likelihood of standing out in the competitive
space.
Determine precisely the tasks that must be completed before
choosing, designing, and optimizing your tech stack. Do not simply
add more tools as new technologies come into the market or as new
problems arise.
“A strong MarTech stack will help you engage existing customers,
move prospects down the sales funnel, and increase sales.”
• Stack Bloat
Marketing teams might want to work on the latest technology, which
can result in a bloated tool stack with a lot more tools into one than
actually required. Think of your tech stack as a single integrated
system of technology rather than a collection of individual tools
while developing and optimizing it. Teams can prevent a bloated
stack of underutilized technology by first determining precisely what
tasks must be completed by their entire tech stack rather than
continuously adding new tools as new problems arise.
Take a step back to examine your complete MarTech stack and spot
any functional overlap between various tools if you’re starting to
suspect that your current technology stack might already be
overstuffed. Working with MarTech integration professionals can
assist in identifying opportunities to reduce stack bloat across your

4. technologies because it can be challenging for internal team
members to see the whole picture objectively.
• Dealing with data and privacy
Customers today want to know that their personal data is secured,
and with numerous data policies being implemented in markets all
around the world, it’s more crucial than ever to take privacy
seriously and exhibit transparency and reliability.
Analyze the data policy of each technology by mapping your current
stack. The best services and platforms are frequently offered in
software-as-a-service (SaaS) and cloud storage formats, both of
which present a number of security risks that you should be aware
of. Additionally, whenever you’re thinking about adding a new
product or platform to your stack, make sure the seller complies
with CCDPA and GDPR, and give preference to those who take
additional security precautions above what is required by law.
Similar to this, if many users are managing the same accounts and
using the same login information, you should often update your
passwords, implement two-factor authentication, and regularly
remove users who have left the company.
• Overinvestment in Tools
Without enough research, teams risk wasting money on either
expensive tools they don’t need or several tools that each do a very

5. specific job. Since many platforms come with built-in eCommerce
capabilities, many businesses might cut their spending on digital
commerce by more carefully incorporating their digital commerce
strategy within their content management systems (CMS).
The team may occasionally buy marketing products without fully
understanding their capabilities and tech integrations. It is
practically hard to determine if a tool is the best choice for achieving
your goals without having a clear understanding of its value.
Working with specialists in MarTech tools can help teams choose
the solutions that are best suited for their objectives and existing
knowledge while not overspending on the marketing technology
they require.
Wrapping Up
Marketers who have a MarTech stack that is well optimized can
deliver relevant experiences to the appropriate clients across all
touchpoints, increasing engagement, conversion rates, and
ultimately ROI. Because of how quickly marketing technology is
developing, teams may find it challenging to manage complex,
disconnected tech stacks. It takes optimizing the stack and
simplifying it with specific marketing objectives to turn MarTech
into business outcomes. Leaders in marketing must also think about
developing teams to handle the management and use of these
technological resources. It’s crucial that the tools or platforms you
choose support the current stack and speak to each in a logical and
connected way if you want to make sure that your MarTech stack

6. produces a seamless customer journey, accomplishes your
marketing goals, and enhances productivity.
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