Build a Martech Stack That Works For Your Business

The final trend we identified in the Issuu 2020 Year In Review, is “the expanding martech stack: more integrations.” Building a robust martech stack for your company — whether you’re a start-up, small business, or even a larger enterprise — will be key to helping your business thrive. The powerful marketing technology tools you select for your martech stack can also offer efficiencies, automation, and integrations that will maximize your marketing efforts while freeing you up to tackle your next big project.

What is a martech stack?

Let’s start at the beginning. The marketing technology stack is the software, tools, and programs that your organization uses for marketing processes across the entire customer lifecycle. Whether you realize it or not, you probably already have a marketing technology (or “martech” for short) stack. Your martech stack includes platforms and tools such as your website and blog builder, design tool, email service provider, social media platforms, digital asset management tools, and analytics software. 

Building a martech stack that fits your business needs and includes technologies that work well together will save you time and benefit your business. Many marketing technology tools even offer integrations with each other that enable you to maximize your own efforts and also find efficiencies in your workflow. For example, a website builder that will also support your blog enables a seamless web management system without needing to learn and use different systems. Or a social media management platform to manage your social accounts in one system makes it easy to automate and track your entire social media presence. It’s time to approach all of these tools as a critical part of your organization’s success and get the most from your marketing technology.

Strategy for your martech stack

We understand that for many small businesses and start-ups especially, it can be hard to stop and take the time to figure out a strategy to apply to your martech stack. We recommend you keep your strategy and your stack as straightforward as possible while making sure it addresses your main marketing activities and needs. Most companies — large or small — need a website along with a customer database software and email marketing program. Social media might be a critical tool, whether for engagement or customer acquisition, or your business may be driven more by walk-ins and word-of-mouth. Focus on the platforms and tools that actually support your main business drivers. Don’t spend too much time on a blog solution if you aren’t producing regular blog content or worry about an advertising management and analytics tool if you don’t have an online advertisement budget. 

Another consideration for your marketing stack is whether any of your preferred software tools offer integrations or creates efficiencies for your own marketing workflow. There are powerful marketing platforms that offer customer database management along with email or website management and so in many cases, selecting a more comprehensive software may make sense. Consider how some of your tools will also enable scheduling, personalization, and automation of your activities. This will save you precious work hours and energy, plus make a larger impact when you can automate marketing activities based on certain customer actions — such as email opens or website visits.

How Issuu integrations will benefit your martech stack

At Issuu we recognize many of our customers are juggling a number of projects, deadlines, and roles within their organization. Issuu cares about enabling our customers to maximize their content creation and distribution and we are excited about how our product integrations will lessen the workload while also improving your content marketing. In fact, Issuu recently announced an integration with Dropbox that makes it easy for users to connect Issuu to their Dropbox accounts, making all of their creative files ready for publishing, sharing, and promoting.

Additional Issuu integrations that can save you time and effort include the InDesign Stories extension and Google Drive. Issuu enables you to remix your long-form content into additional formats such as social media stories, GIF, and mobile articles. Plus Issuu offers one-click content sharing with integrations to Instagram, Facebook, Twitter, Pinterest, and more. Issuu will be a valuable tool in your martech stack that can tackle both creating and distributing beautiful content marketing.

We’d love to hear what software, tools, and apps make up your martech stack and what integrations you’d love to see next from Issuu.