When building a marketing automation stack, there are several key technology tools to consider:
- Marketing Automation Platform: A central platform for managing and automating marketing processes, such as lead nurturing, email marketing, and campaign management.
- CRM: A customer relationship management system that integrates with your marketing automation platform to store customer data and manage customer interactions.
- Email Marketing Software: An email marketing tool that integrates with your marketing automation platform and CRM to manage email campaigns, create targeted email lists, and track email performance.
- Analytics & Data Management: Tools to collect, manage, and analyze data, such as website analytics and data visualization tools, to inform your marketing automation strategies and measure success.
- Social Media Management: Tools to manage and automate your social media presence, including scheduling and publishing posts, monitoring social media activity, and tracking social media performance.
- Lead Generation & Scoring: Tools to generate leads, such as landing pages, forms, and pop-ups, and tools to score and prioritize leads based on their level of engagement and interest.
- A/B Testing: Tools to conduct A/B tests on various elements of your marketing campaigns, such as subject lines, call-to-action buttons, and email content, to optimize performance.
- Content Management: Tools to manage and distribute content, such as blog posts, ebooks, and webinars, and to track content performance.
- Mobile Marketing: Tools that help businesses engage with customers on mobile devices, such as SMS marketing, mobile app push notifications, and mobile-optimized email.
- Advertising Technology: Tools that help manage and automate online advertising campaigns, such as display and search advertising, retargeting, and programmatic advertising.
Some of these may also be part of your CMS to manage your website.
The exact tools you choose will depend on your specific marketing goals and needs. It’s important to choose tools that integrate well with each other and that provide the features and functionality you need to effectively implement marketing automation.