The Simple Guide to Building a Martech Stack


There is no such thing as a one advertising and marketing device that may deal with all advertising and marketing processes and allow crew collaboration on the identical time. And even when there may be, it gained’t be the perfect at every little thing.

This cause alone is why entrepreneurs have to search for varied instruments to place collectively their martech stacks.

It’s no marvel why there is no such thing as a such “miracle” device but. Advertising processes may be fairly advanced. For instance, that is our weblog content material creation course of:

Flowchart of Ahrefs blog's content creation process

As you possibly can see, there are a number of levels on this course of. Factor is, these levels want completely different instruments; one for key phrase analysis, one for writing, a pair for communication, a pair for publishing, and many others.

Usually, the extra techniques you utilize and the extra processes you create, the extra instruments you’ll want in your martech stack. However this means of amassing advert hoc options can simply get uncontrolled and damage your efficiency. So let’s attempt to keep away from that and begin from the start:

Martech” is brief for advertising and marketing expertise. A martech stack is a set of software program utilized by entrepreneurs to conduct, handle, measure, and enhance their advertising and marketing actions.

Oftentimes, martech stacks are designed to work together with each other (by means of built-in integrations or APIs) to complement advertising and marketing processes.

What’s martech used for?

The quick reply: most likely every little thing. Personally, I used to be amazed after I discovered there’s a devoted device for transferring content material from Google Docs to WordPress—one thing I’ve completed manually for years. I by no means thought I would want a device like Wordable. However now there’s no turning again.

So it’s actually good to know what’s on the market when it comes to advertising and marketing expertise. Listed below are among the principal areas the place you need to use martech:


Some kinds of analysis are unimaginable to do with out the correct software program. For instance, you possibly can’t do key phrase analysis with out an search engine optimisation device.

Matching terms report results

Simply 4 seed key phrases resulted in nearly 4 million key phrase concepts. Information by way of Ahrefs’ Key phrases Explorer.

In different circumstances, martech will enable you streamline your analysis course of. For instance, when analyzing the social attain of media or influencers, you don’t have to manually test every social media platform. A device like Sparktoro has it multi functional place.

Report on TechCrunch. Key data above. Below, bar graph showing social followings, etc


Right here, martech affords instruments for teamwide collaboration, getting suggestions, no-code web page constructing, and streamlined visible content material creation.

For instance, whereas on the lookout for a design device, you’ll inevitably come throughout Adobe’s Inventive Suite. Whereas it affords nice instruments, they’re a little bit of an overkill for entrepreneurs. You’d be higher off with a streamlined design device like Figma or UXPin.

Ahrefs webpage design on Figma

Our crew used Figma to create Ahrefs’ web site, and many others. We additionally use it to retailer our design system.

Content material distribution

No matter advertising and marketing channels you’re utilizing, there’s a device for that. For instance, you possibly can schedule your social media posts to be despatched out to a number of platforms throughout the identical device. No want to leap forwards and backwards between social media profiles, attempting to slot in the proper spot for posting.

Page on MeetEdgar to schedule posts. Drop-down filters on left and preview of post on right

You should use instruments like MeetEdgar to take the pressure off social media posting.

Person expertise personalization

With the correct expertise, you possibly can arrange techniques that personalize your web site’s texts, photographs, displayed merchandise, and extra. This fashion, as a substitute of exhibiting generalized messages which are “all issues to all individuals,” you possibly can show content material that feels prefer it was particularly ready for the reader.

Pictures, prices, and brief write-up of products

Barilliance permits e‑commerce shops to routinely personalize guests’ expertise utilizing AI. For instance, it will possibly show competing merchandise that previous guests seen when contemplating an merchandise or present cross-sale alternatives based mostly on dynamic fashions.

Advertising automation

With advertising and marketing automation instruments, you possibly can plan how your model will have interaction with individuals all through the client journey, from organising lead technology varieties with none coding to devising automated e-mail workflows based mostly in your subscribers’ engagement indicators.

Flowchart of example email workflow

And going after the most recent development of conversational advertising and marketing, you possibly can have a chatbot to reply your clients’ questions 24 hours a day, as IKEA Canada does.

IKEA Canada's chatbot


If it’s digital, it may be measured. And if it may be measured, it may be improved. For instance, at Ahrefs, we consistently monitor our content material’s efficiency when it comes to key phrase rankings and natural visitors. If we see a type of on a downtrend, we are able to enhance the content material or advertise extra.

Within the screenshot beneath, you possibly can see the natural search graph for one in all our articles. The arrows mark cases when the article was republished with up to date content material. As you possibly can see, revamping the article led to a rise in natural visitors a number of instances.


Undecided what web page design will convert extra guests? Don’t guess. Use A/B testing instruments like Google Optimize or Optimizely. Instruments like these will allow you to simply deploy your check (even for those who can’t code), routinely collect knowledge for so long as you want, and report the outcomes.

As an illustration, within the screenshot beneath, you possibly can see us utilizing Tubebuddy to check two variations of video thumbnails.

Data Analytics page showing bar graphs, pie charts, etc

Buyer relationship administration

Popularly referred to as CRMs. These are instruments entrepreneurs (along with gross sales groups) use to maintain vital details about their leads and clients.

Utilizing spreadsheets for this goal is a factor of the previous. Fashionable CRMs have the benefit of being central, dynamic databases that ship and obtain info from different instruments routinely.

An awesome illustration of the function that CRMs have in digital advertising and marketing is the promise that one of many greatest advertising and marketing automation suppliers, HubSpot, goals to ship: in the beginning, an important CRM.

Excerpt of HubSpot article talking about its CRM

construct a martech stack

Earlier than you even take into consideration constructing a martech stack, ensure you’ve recognized your advertising and marketing objectives and chosen your advertising and marketing techniques. It’s unimaginable to construct a helpful stack with out first deciding this stuff as a result of the aim of the stack is to assist enhance your advertising and marketing actions. Should you need assistance with these two issues, learn our guides on selecting advertising and marketing objectives and advertising and marketing techniques.

With that out of the best way, let’s see the subsequent steps of making your personal martech stack.

1. Establish your wants and match that together with your present stack

Your wants pertaining to the martech stack will doubtless stem out of two issues: your advertising and marketing objectives and your crew’s have to make on a regular basis operational work occur.

Should you’re doing digital advertising and marketing, your objectives nearly routinely translate into software program wants. As an illustration, enhancing natural visitors with out an search engine optimisation device is a guessing sport. Attempting to extend your share of voice on social media successfully with out analytics and scheduling instruments is simply loopy. And also you gained’t arrange a single e-mail workflow with out an e-mail automation device… you get the concept.

So right here’s what you are able to do. Merely write down your advertising and marketing objectives and see for those who’ve acquired the correct instruments for the job already. If not, make an observation subsequent to the purpose. This fashion, you’ll purchase what’s actually obligatory, avoid wasting cash, and keep away from the confusion of getting too many workspaces.

Relying in your firm measurement, digging by means of your present stack can take a number of minutes or a number of hours. Bigger organizations will most certainly have a martech stack constructed up over time. Some instruments within the stack could not even be used anymore for some cause. If that’s the case, it might be value coming again to the tried and examined instruments.

At Ahrefs, we preserve a listing of our advertising and marketing tech that additionally mentions individuals with entry to it. This fashion, we know:

  • The instruments we use/don’t use.
  • Whether or not we should always nonetheless be paying for them or not.

List of Ahrefs' martech

Right here’s one other factor so as to add to the checklist: your crew’s wants. This is a crucial element of your software program necessities, however it’s so apparent that it will possibly slip the managers’ minds. The top result’s them shopping for software program that merely fits their private opinions.

Generally, managers select the martech stack on their very own. They usually assume, of their finest intentions, that doing issues this fashion gained’t distract the crew. Improper. They’re really doing their crew members a disservice. It’s vital to ask your teammates what they want. As a rule, your fellow entrepreneurs can be properly versed within the martech panorama.

2. Set up a price range

As a result of it is advisable know what you possibly can afford. And it’s good to know this earlier than you go looking for software program.

As in life, you may be in one in all two situations right here. You both have a stiff price range, or you have got some room to maneuver. And what you get will depend on how properly you possibly can justify your wants.

In case your price range has already been determined, you might have to prioritize some instruments over others, reduce prices by means of single-seat subscriptions, or select the lower-cost (and even free) choices.

But when your price range shouldn’t be some arbitrary quantity you possibly can’t affect, right here’s a tip:

Attempt to clarify the demand for brand new instruments by means of your advertising and marketing objectives. It’s not at all times clear to CFOs or CEOs why you want a selected software program, particularly when it’s expensive. On that observe, it’s value mentioning that for those who can’t meet your advertising and marketing objectives since you don’t have the software program, the entire firm is in bother.

3. Analysis doable software program choices

So by this level, you need to be capable to decide what sorts of software program you’ll be on the lookout for (and will even have some manufacturers in thoughts) and the way a lot you possibly can spend on them. Now it’s time to select and select.

Listed below are a number of concepts on easy methods to discover the correct sorts of instruments:

  • Get suggestions – Ask your community on LinkedIn or Twitter, publish a query in your advertising and marketing neighborhood, or publish a question on Quora.
  • Analyze your competitors and/or corporations you look as much as – For this, you need to use web sites like StackShare, BuiltWith, or Slintel. Generally, you’ll find that info straight from the supply, e.g., by looking that firm’s weblog (many corporations really wish to share this info, and we’re doing it too on this article).
  • Take a look at overview platforms – First, web sites like G2 and Capterra have curated lists of software program in most likely each software program class (some have purchaser’s guides too). Second, individuals go there to share their experiences of utilizing the software program. It’s smart to take the critiques with a grain of salt, however you possibly can decide up patterns in opinions or some particulars you might wish to test for your self.
  • Cross-check your instruments – See if there are any pointless overlaps and test if the instruments which are purported to work collectively have the required integrations. Keep in mind, having extra instruments shouldn’t be at all times higher.

4. Deploy the instruments and make the transition

When you lastly get entry to your new set of instruments, listed below are some issues value remembering:

  • Make a listing of your total martech stack and share it with whoever is worried (advertising and marketing crew, probably your CEO and/or CFO). You may create the same checklist (just like the one from level #1) that reveals the instruments’ URLs, the individuals accountable, easy methods to entry the instruments, the costs, and no matter else you’re feeling could also be useful to maintain monitor of.
  • You probably have any outdated instruments nonetheless working, don’t cancel them simply but as a result of they most likely maintain beneficial knowledge that may perish for those who cease paying for them. At any time when doable, export knowledge from the outdated instruments and import it into your new instruments. You can even proceed working among the older instruments till you’re 100% assured every little thing you want is within the new stack.
  • Think about reaching out to the creator of your software program for some steerage to verify every little thing works because it ought to. Some instruments are fairly sophisticated to implement (particularly while you’re making knowledge transitions or performing integrations with different software program).

5. Ensure your instruments are used correctly

New instruments will most likely confuse your crew for the primary couple of weeks. Even interface adjustments between your outdated and your new software program might trigger a short lived drop in productiveness. Ensure to place a while apart to really study the instruments.

Many software program corporations provide complete instructional supplies free of charge (or with none further cost). For instance, while you join Ahrefs, you might not know something about search engine optimisation besides that you simply want it. And that’s OK as a result of, by means of our Academy, we present you easy methods to do search engine optimisation successfully as you grasp our software program.

Ahrefs Academy's page

Going additional, if it is advisable develop customized working procedures (like reporting or content material creation processes), it’s a good suggestion to have one individual liable for documenting them utilizing the brand new instruments.

Ultimate tip: take into account doing common evaluations of your martech stack. You may ask your teammates’ opinions throughout conferences or ship out an inner survey as soon as each couple of months. This fashion, you might get some further insights, e.g., your instruments want an improve/downgrade, or your crew wants further coaching.

Now, let’s see what an instance martech stack can look like.

Our favourite advertising and marketing instruments (a pattern of our martech stack)

Here’s a portion of our martech stack we use to run an eight-figure ARR firm.

1. Ahrefs

Ahrefs is an industry-leading, all-in-one search engine optimisation device. We created this device to assist entrepreneurs rank greater on search engines like google and get extra visitors. So naturally, we use it day-after-day to gas our personal advertising and marketing technique. We use it largely for:

  • Discovering matters to write down about.
  • Learning easy methods to construction our weblog posts.
  • Selecting which articles to replace.
  • Discovering outreach prospects.
  • Learning opponents.
  • Monitoring our efficiency in search engines like google.
  • Discovering technical search engine optimisation points.

Copy of Ahrefs' value proposition

The place to get:
Value: Free instruments accessible; paid plans begin at $99 per 30 days (you get two months free for those who resolve to pay yearly)
Some options: SEMrush, Moz

2. Google Search Console

Google Search Console is a free service from Google that helps you monitor and troubleshoot your web site’s look within the search outcomes.

It affords probably the most correct knowledge relating to Google’s search-related merchandise, e.g., natural visitors knowledge, natural click-through charges, index protection, and many others.

GSC's value proposition

The place to get:
Value: Free
Different: Ahrefs Webmaster Instruments. Disclaimer: not precisely an alternate (solely Google Search Console options actual natural visitors numbers from Google Search) however moderately a complementary device that fills the gaps of Google’s device

3. Google Workspace

The primary non-marketing device on our checklist that entrepreneurs want too. It’s productiveness and collaboration in a single place. However this product most likely doesn’t want an introduction. Google Workspace ties collectively instruments corresponding to Gmail, Docs, Sheets, Drive, and extra. Even at this second, I’m utilizing Workspace to write down this text.

These instruments are free, however companies will most certainly want to leap to the pricing web site immediately to select a plan that fits their knowledge storage wants and see what different premium options Workspace affords.

Google Workspace's value proposition

The place to get:
Value: Free for private use; premium plans begin at $6/mo
Some options: Microsoft Workplace 365, Zoho Office, ONLYOFFICE Workspace

4. Notion

One other non-marketing device that we are able to’t reside with out. Notion is our crew workspace. One thing that Google Workspace falls wanting. We use it for inner documentation and collaboration.

Keep in mind the weblog creation course of within the intro of this text? We monitor that total course of on Notion.

Notion's value proposition

The place to get:
Value: Free for private use; premium plans begin at $4/mo
Some options: ClickUp, Confluence

5. Grammarly

Even the perfect writers make errors. Grammarly routinely checks our articles for spelling and grammar points and might even make fashion strategies. Should you’re doing content material advertising and marketing, you merely want a device like this.

Grammarly's value proposition

The place to get:
Value: Free for private use; premium plans begin at $12/mo
Some options: ProWritingAid, Sapling

6. Wordable

We use Wordable to export articles from Google Docs to WordPress. The device exports texts and pictures and interprets authentic formatting to HTML. In any other case, publishing on WordPress is extra repetitive, guide labor, which can lead to extra errors.

Wordable's value proposition

The place to get:
Value: Free for private use; premium plans begin at $12/mo
Some options: Official WordPress Add-on for Google Docs

7. WordPress

One other device that most likely doesn’t want any introduction. We use this massively common CMS because the infrastructure for running a blog. And since you’re studying this text proper now, that makes it in order that we each use WordPress.

WordPress's value proposition

The place to get:
Value: Free for private use; premium plans begin at $12/mo
Some options (relating to flexibility): Drupal, Joomla

8. vidIQ

vidIQ is without doubt one of the few video advertising and marketing instruments we use (the opposite one is Tubebuddy, which has already been talked about on this article). We use this device to get insights on movies and channels on YouTube.

vidIQ's value proposition

The place to get:
Value: Free plan accessible; premium plans begin at $7.5/mo
Some options: Tubebuddy, Ahrefs (for YouTube search engine optimisation)

9. MeetEdgar

MeetEdgar is the device we use to automate posting on Twitter, LinkedIn, and Fb. This isn’t simply one other social media scheduling device. It’s actually a social media advertising and marketing automation device. It might probably even generate social media updates routinely based mostly on the content material of an article.

MeetEdgar's value proposition

The place to get:
Value: Begins at $19/mo
Some options: Buffer, SproutSocial, Hootsuite

10. Sparktoro

Sparktoro helps us discover creators/influencers based mostly on matters, following, and different indicators. It’s particularly useful for locating potential companions in a distinct segment we’re not acquainted with.

Sparktoro's value proposition

The place to get:
Value: Begins at $19/mo
Some options: No single platform I’m conscious of (although Klear and Social Blade come fairly shut)

11. Hunter

Hunter is a device for locating anybody’s e-mail handle with simply the identify of the individual and the place they work. It’s one of many instruments we use to do outreach for hyperlink constructing. Mainly, as soon as we discover and vet an outreach prospect, we have to discover their e-mail handle to contact them—which is never public info. That is the place Hunter comes in.

Hunter's value proposition

The place to get:
Value: Free plan accessible; premium plans begin at $49/mo
Some options: FindEmails, NinjaOutreach

12. Pitchbox

Pitchbox is an influencer outreach and content material advertising and marketing platform. Nonetheless, we don’t use all of its options, solely those that enable us to ship emails to our hyperlink prospects at scale (e.g., e-mail personalization and automatic workflows).

Pitchbox's value proposition

The place to get:
Value: Free plan accessible; premium plans begin at $49/mo
Some options: BuzzStream, NinjaOutreach

13. Figma

Figma is a collaborative interface design device. Apart from being an important design and prototyping platform, Figma makes our lives simpler by permitting us to share designs amongst our designers and builders and preserve a constant design system.

Figma's value proposition

The place to get:
Value: Free plan accessible; premium plans begin at $12/mo
Different: UXPin

Ultimate ideas

So there you have got it. Constructing a martech stack is deceptively just like buying, however it’s not essentially that enjoyable and straightforward. It’s a good suggestion to neglect about your private preferences for a second and take into consideration how a selected selection will suit your processes, the way it helps you obtain your objectives, and whether or not your teammates will prefer it too.

At Ahrefs, we’ve been constructing our stack by means of trial and error for years, and it’s by no means a completed course of. However that’s a superb factor. Sometimes, we do spot a brand new device that makes us marvel how we acquired by with out it. So preserve your eyes open to more and more smarter and easy-to-use martech.

Lastly, if you wish to see what different on-line instruments we use for advertising and marketing, try this checklist.

Acquired questions or feedback? Ping me on Twitter.