6 Different Ways to Organize Your Marketing Stack

April 28, 2016 | Kaleigh Moore

When it comes to organizing your marketing technology stack, there’s no “one size fits all” approach. Each company has different needs and objectives, so it’s no surprise that the number and type of tools within an organization’s stack can have a high level of variance.

But if you’re still in the early stages of planning and implementing a marketing stack, sometimes it’s nice to see how others are doing it. In this post, we’ve pulled together six different ways companies are organizing their martechstacks so you can get an idea of how to shape your own.

The examples referenced here were entries submitted to the 2015 Stackie Awards, and were evaluated on the following criteria:

  • Alignment: How aligned is your stack with your business?
  • Concept: How effective is the organization of your stack?
  • Clarity: How easy is it for a reader to understand your stack?
  • Design: The aesthetics of your slide and its visual appeal.
  • Detail: More detail is generally better, within reason, for a single slide.

We’ll look at these entries individually and evaluate how they arranged their stack to best illustrate how they usemarketing technology.  

1. Acquia: Four Shelves

Acquia’s entry showed how, as a company offering a cloud-based CMS, they use a four-tiered marketing stack (which includes some of their own company tools). 


The top tier of the stack is team collaboration, followed by a second tier for prospecting, a third tier (split in two) forwebsite and inbound marketing, and a fourth tier for analytics. In this marketing stack, you can see how data flows seamlessly between teams and tools who use this information to constantly improve overall marketing efforts. 

2. Bizible: Four Tiers

As a B2B marketing analytics company, Bizble’s entry also included one of its own tools at the analytics level. 


In this case, you can see how they’ve approached the stack from the customer journey perspective, starting with inbound efforts and translating that data down into usable company data that is then shared across teams. This is a fairly simple stack with only 15 tech tools total.

3. Datapipe: Customer-Centric

As a hosting service, Datapipe’s marketing department works to drive awareness that translates into sales, thanks to a slew of tools within their marketing technology stack.


In their setup, you can see a clear picture of how a customer moves through the sales funnel, aided by different resources within the martech stack. From initial awareness, to lead conversion, nurturing, sales, and ultimately data collection and analysis, this stack takes a very customer-centric approach. The stack graphic does a nice job of illustrating how all the tools work together to achieve goals.

4. Huify: All In One

Huify, an inbound marketing agency, uses one tool for their entire marketing stack: Hubspot.


This is an important example to include in this mix because it shows that you can, in fact, accomplish multiple marketing functions from CRM to analytics within a single platform. 

Will you get the benefits of advanced specialty tools? Mostly, no. But if you’re looking for a single solution to manage a few core objectives, this is an option to consider.

5. Lattice Engines: Categorical Tools

Lattice Engines is a marketing a sales analytics company that uses a five level marketing stack. 


Here we see tools grouped by lead management, analytics and reporting, data, content and social, and sales enablement. What’s missing is an indication of how these tools work together to accomplish an end goal. 

6. Terminus: Building Blocks

B2B marketing platform Terminus has built a marketing technology stack from different blocks. The functions of their different tools are clear here, and it appears that all of the data they provide tie-in seamlessly with both their CRM and Marketing Automation via Salesforce.


As these tools connect and integrate with each other, they build a strong, cohesive structure that can continually be strengthened or modified.

The Standout Stack

Which stack did you find  the most intriguing and clearly presented? Think about your choice, and how it could shap your marketing tech stack.

And if you’re wondering which stack was an official “award winner,” the 2015 Stackie Award went to: Datapipe. 

Datapipe did a great job of organizing their graphic to present how their stack works all across the buyer’s journey – keeping their customers as the main focal point. To enhance that journey, they employed tools to help with brand awareness and exposure, SEO, email nurturing, conversion, and remarketing, to name a few.

What made their stack flow so clear was their presentation of how each tool and platform related to each other, which is how an effective stack should operate – harmoniously.

When building or evaluating your own stack, you should always be asking: “How do these pieces work together and amplify each other, where is the customer, and what is the ultimate objective?” 

The bottom line: No matter which tools or structure you use, building a stack will help you grow your business, track your marketing efforts, and make smarter, more informed decisions.

Want more information on building a martech stack? Check out our key takeaways from the 2016 MarTech conference.

Is interactive content included in your tech stack? Learn how to enhance your buyer journey by turning your content into conversations.


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