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Building for the Future: How To Build A Sustainable Tech Stack For Your Business
Elsa Chemaly
March 14, 2023
Customer Aquisition Specialist at Hovi, Elsa has a soft spot for arts, tech and all things sustainable.

Digital marketing has evolved tremendously in recent years, thanks to the advancements in technology. As a result, businesses are now able to reach their target audience through various digital channels, and measure the effectiveness of their marketing campaigns more accurately than ever before. However, with the sheer number of marketing tools and technologies available, it can be overwhelming to determine which ones are best suited for your business needs.

In this blog, we’ll discuss how to build a sustainable MarTech stack for your business that helps marketers like you in their day-to-day, delivers results and avoids excessive expenses.

What is MarTech?

MarTech, or marketing technology, refers to the tools and technologies that marketers use to plan, execute, and measure their marketing campaigns. It includes a wide range of tools, such as customer relationship management (CRM) software, email marketing software, social media management tools, analytics tools, and more. Essentially, MarTech helps businesses automate and streamline their marketing processes, allowing them to reach their goals more effectively.

Why is a Sustainable Tech Stack Important?

Building a sustainable tech stack is essential for businesses that want to optimize their marketing efforts while avoiding unnecessary expenses. When businesses invest in too many marketing tools, they can end up with a cluttered tech stack that is difficult to manage. This not only leads to a loss of productivity, but it can also lead to increased expenses due to duplicate tools and unnecessary subscriptions. A sustainable tech stack, on the other hand, helps businesses avoid these issues by identifying the necessary tools and technologies that align with their business goals, and help them not only on the short term but on the long term, to grow and scale.

Steps to Building a Sustainable MarTech Stack

1- Assess your current marketing tools and technologies.

Before adding any new tools to your tech stack, it’s important to take a thorough inventory of your current marketing tools and technologies. Identify the tools that you’re currently using, and evaluate their effectiveness and efficiency in meeting your marketing goals. This will help you identify any gaps in your tech stack and determine which tools are necessary to achieve your business objectives.

2- Identify your business needs and goals.

The next step in building a sustainable MarTech stack is to identify your business needs and goals. What do you want to achieve through your marketing efforts? Are you looking to increase brand awareness, generate leads, or increase conversions? Identifying your business goals will help you determine which marketing tools and technologies are necessary to achieve those goals.

3- Research marketing tools and technologies.

Once you’ve identified your business needs and goals, it’s time to research the marketing tools and technologies that align with your objectives. Look for tools that are reputable, easy to use, and have a proven track record of success. Don’t be swayed by flashy features or marketing gimmicks – prioritize tools that deliver real value to your business. I will list some of the useful tools that I use myself down below.

4- Determine which tools to add to your tech stack.

Based on your research, determine which tools to add to your tech stack. Prioritize tools that fill the gaps in your current tech stack and align with your business goals. Be mindful of the cost of each tool, and avoid subscribing to too many tools that offer similar functionalities.

5- Implement, integrate and test your tech stack.

Once you’ve identified the necessary tools and technologies, it’s time to implement and test your tech stack. Make sure that each tool is integrated seamlessly with your existing tech stack. A fully integrated martech stack helps supercharge your dataflow – so you can boost productivity through automation. Also, make sure that your team is properly trained on how to use each tool effectively. Test each tool thoroughly to ensure that it meets your business needs and goals. Testing a new tool might take several months in order to check the results it is able to deliver.

6- Monitor and optimize your tech stack.

Finally, it’s important to monitor and optimize your tech stack regularly. Monitor the effectiveness of each tool, and make adjustments as necessary to ensure that your tech stack continues to deliver value to your business. Check for new features or updates within the tool and try to make use of everything.

Examples of Sustainable MarTech Tools

When it comes to building a sustainable MarTech stack, it’s important to prioritize tools that deliver real value to your business while minimizing unnecessary expenses. Here are a few examples of sustainable MarTech tools that can help businesses streamline their marketing efforts:

HubSpot: HubSpot is an all-in-one marketing platform that includes CRM, email marketing, social media management, and analytics tools. It’s designed to help businesses automate and optimize their marketing efforts, and it’s scalable to fit the needs of businesses of all sizes.

Hootsuite: Hootsuite is a social media management tool that allows businesses to manage and schedule social media content across multiple platforms from a single dashboard. It also provides analytics tools to help businesses measure the effectiveness of their social media campaigns.

Google Analytics: Google Analytics is a free web analytics tool that provides businesses with insights into their website traffic and user behavior. It allows businesses to track key metrics such as page views, bounce rate, and conversion rate, helping them optimize their website for maximum impact.

Ortto: Ortto, previously AutoPilot, is a marketing automation tool and customer data platform that unifies your data, messaging and analytics on a single platform. It helps you drive leads, track your results, and engage in real-time conversations with your prospects through journeys.

Hovi’s Sustainable MarTech Stack

At Hovi, we understand the importance of building a sustainable MarTech stack that delivers top notch value to your business. That’s why we offer a range of sustainable MarTech tools and technologies as part of our services while implementing them and integrating them with your own tech stack.

Get equipped with the best-in-class digital infrastructure to drive your growth and gain 360 visibility on your sales and marketing activities. Our team of experts can help you assess your current tech stack, identify gaps, and implement the necessary tools you need to be able to grow and scale. If you’re interested in learning more about our sustainable MarTech stack, book a free consultation with us today!

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