How to Build a MarTech Stack from Scratch

The Marketing Process

A martech stack is the amalgamation of the following marketing tools and platforms: 
  • Content management
  • Marketing automation
  • Customer relationship management (CRM)
  • Web Analytics
  • Digital advertising
  • And much more.

    Prerequisites: Google Analytics with Tag Manager [1,2], Hubspot’s free CRM platfrom [3], e-commerce platfrom Shopify [4], and the WordPress website builder with SEO premium features [5].

DAM Metrics 

Here are 5 different key performance indicators (KPIs) for measuring user adoption for Digital Asset Management (DAM) success [6]: 
  • Number of Downloads
  • Number of Uploads
  • Login Frequency
  • Asset Requests
  • Web Traffic

Customer Lifetime Value

Customer lifetime value (CLV) is the total worth to a business of a customer over the whole period of their relationship. It’s an important metric as it costs less to keep existing customers than it does to acquire new ones, so increasing the value of your existing customers is a great way to drive growth [7]. 

CLV goes hand in hand with another important metric – CAC (customer acquisition cost). That’s the money you invest in attracting a new customer, including advertising, marketing, special offers and so on. Customer lifetime value only really makes sense if you also take the CAC into account.

For example, if the CLV of an average coffee shop customer is $1,000 and it costs more than $1,000 to acquire them (via advertising, marketing, offers, etc.) the coffee chain could be losing money unless it pares back its acquisition costs.

The simplest formula for measuring CLV is:

Customer revenue per year * Duration of the relationship in years – Total costs of acquiring and serving the customer = CLV 

CLV can be measured in the following way:

  1. Identify the touchpoints where the customer creates the value
  2. Integrate records to create the customer journey
  3. Measure revenue at each touchpoint
  4. Add together over the lifetime of that customer

How to improve CLV:

Invest in customer experience

This is a process of monitoring, listening and making changes that add up to a lasting improvement in how customers feel and their tendency to be loyal over the long-term.

Ensure your onboarding process is seamless

Make sure your onboarding process is optimised for your customers’ needs, and it’s as simple and easy as possible for minimal customer effort. Personalisation and communicating the extra value you provide to your customers should be a priority.

Start a loyalty program

loyalty program incentivises repeat business by offering discounts or benefits in return. It might take the form of a loyalty card or app, or a points system that customers accrue when they make a purchase. Although it’s not a silver bullet for customer retention, a loyalty program can yield great results when it’s planned and executed well.

Recognise and reward your best customers

With your customer experience management program up and running, you’ll already have some ideas about which customers are likely to have the best CLV. You can nurture your relationships with these individuals or groups using targeted marketing and special offers that recognise their loyalty. This could include free expedited shipping, top-tier benefits in your loyalty program, or access to exclusive or pre-release products and services.

Provide omnichannel support

Your customers will have a variety of preferences for how they engage with you, so your support channels need to reflect this. Do your research to find out which channels your particular customer base prefers, rather than just offering what you think they’ll want to use. Get customer feedback on self-service options and frontline interactions to provide a great customer experience with omnichannel support.

Remember the power of social media

Social media is increasingly important not only for customer communication, but for customers to gather information on your brand and public image. If customers feel as though your social media responses to a query or issue aren’t fast enough, thorough enough, or empathetic, this will affect the opinion the customer has of your brand moving forward. Make sure you factor in social media – mentions, and responses into your customer experience strategy.

Close the loop with unhappy customers

Closed-loop feedback is a powerful way to reduce unwanted churn and turn dissatisfied customers into newly loyal ones. In this model, businesses proactively reach out to detractors or complainants and intervene before issues can escalate and lead to a breakdown of the customer relationship.

Marketing Experiements

When you invest time, money, and effort into marketing campaigns, you want to get the highest ROI possible. This is where marketing experiments come into play. With marketing experiments, you can test, refine, and apply the results to improve your campaigns and drive results [8,9]. 

Consider the following 6 tips for designing marketing experiments [8]:

Create a hypothesis

Gather research

Prioritize the proper metrics

Design your marketing experiment

Conduct A/B testing

Analyze the results

Here are 4 examples of different marketing experiments for your business to try out:

Email testing

Pay-per-click (PPC) testing

Social media testing

Usability

Finally, you can try to improve your reach using the following 10 social media marketing experiments [9]:

Shift your images’ focal point

Play around with design elements

Try out different CTA’s

Try animated GIFs

Experiment with words and tone

Target different audiences

Try new time zones

Optimize your content for each platform

Use hashtags

Experiment with mosaics

The social media bar is being raised a bit higher every day, and you don’t want to ignore trends and tools that might make a sounding impact in your business.

Regression Analytics

A regression analysis is a way for us to measure the relationship of one variable to another [10]. This allows us to see what factors of our marketing efforts relate to others. Exploring the relationship between different marketing outlooks and actions creates a foundation for eventually testing causality.

Here are some examples of how a regression analysis can be used for marketing purposes:

  • Analyze if Social Engagement relates to Pageviews
  • Discover whether E-mail Open Rates relate to Conversions
  • Learn whether Page Authority relates to Organic Pageviews.

  • First, we collect our social media engagement data through the platform’s analytics, such as Facebook Insights and Twitter Analytics. 
  • Next, we’ll want to export the Pageview data in Google Analytics. 
  • You can also use the R project or even common spreadsheet software such as MS Excel or Google Spreadsheet.
  • The result of regression is represented by two data points (linear trend), R-Squared and the P-Value.
    The P-Value is the probability that our hypothesis – a relationship between these two variables – is true. Generally speaking, a p-value below 0.05 indicates statistical significance – our hypothesis has a reasonable chance of being true. Say, we see a p-value of 0.03, indicating statistical significance: our model is mathematically sound.
    R-Squared represents how strong the correlation is, on a scale from 0 – 1. Anything above .85 is a strong correlation; the data fits closely to the line the software drew. Anything below .7 indicates very loose or no relationship; while the data and the line are going in the same general direction, it’s too low to draw any useful conclusions. 

Content Marketing

Content B2B marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action [11].

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:

  • Social media marketing: Content marketing strategy comes before your social media strategy.
  • SEO: Search engines reward businesses that publish quality, consistent content.
  • PR: Successful PR strategies should address issues readers care about, not their business.
  • PPC: For PPC to work, you need great content behind it.
  • Inbound marketing: Content is key to driving inbound traffic and leads.
  • Content strategy: Content strategy is part of most content marketing strategies.
See the blog [12] for detail.

Brand Design

Below I’ve outlined 11 fundamental components of branding design that will help you better understand your branding roadmap [13]:

Social Media

HubSpot BlogSocial media marketing is the process of creating content for social media platforms to promote your products and/or services, build community with your target audience, and drive traffic to your business.  Social media marketing is all about meeting your target audience and customers where they are and as they socially interact with each other and your brand. 

Social Media Marketing Platforms

Facebook

  • Users: 1.9 billion daily active users worldwide
  • Audience: An even spread of Generation X and Millennials
  • Industry impact: B2C
  • Best for: Brand awareness; advertising

Facebook is the largest social media platform and the most established. Since its launch in 2004, it has become an invaluable tool for B2C businesses, offering advanced advertising tools as well as organic opportunities.

TikTok

  • Users: 1 billion active monthly global users
  • Audience: Primarily Gen Z followed by Millennials
  • Industry impact: B2B and B2C
  • Best for: Short-form, creative video content; user-generated content; brand awareness

When you think of short-form video, you probably think of TikTok. The platform rose in popularity in 2020 and shows no signs of slowing down. It’s one of the best platforms for community building, with marketers ranking it in second place behind YouTube.

Instagram

  • Users: 1 billion monthly active users
  • Audience: Primarily Millennials
  • Industry impact: B2C
  • Best for: High-quality images and videos; user-generated content; advertising

Although Instagram launched only 12 years ago, the platform has taken the world by storm. When it comes to sharing visually compelling content, Instagram is where brands go. Another thing that sets the platform apart is its advanced ecommerce tools.

Today, users can discover brands, browse their products and/or service, and complete a purchase without ever leaving the app – making Instagram a hard platform to beat.

Twitter

  • Users: 211 million daily active users worldwide
  • Audience: Primarily Millennials
  • Industry impact: B2B and B2C
  • Best for: Public relations; customer service; community building

While Instagram focuses on visuals, Twitter focuses on words. Since the early days of 140-character Tweets, the platform has now expanded to include an audio tool called Twitter Spaces, a community-building tool called Twitter Communities, and Twitter Moments to share interesting content with your followers.

LinkedIn

  • Users: 774 million active users worldwide
  • Audience: Baby boomers, Generation X, and Millennials
  • Industry impact: B2B
  • Best for: B2B relationships, business development, and social selling

LinkedIn is Facebook’s professional cousin. It’s perhaps the only platform where its audience is clearly defined: Working professionals looking to network and seek out new opportunities.

That makes it the ideal platform for B2B companies looking to identify key decision-makers and build an industry-specific community.

YouTube

  • Users: Over 315 million daily active users worldwide
  • Audience: Primarily Millennials but has a strong audience across gender and age demographics
  • Industry impact: B2C and B2B
  • Best for: Brand awareness; long-form entertainment, and how-to videos

According to HootSuite, YouTube is the second most visited website in the world. In addition, marketers name it the best platform to build community.

In addition to being an incredibly popular platform, its users also tend to stay longer on it because it features mostly long-form content – making it an ideal platform to share educational content.

Snapchat

  • Users: 306 million daily active users worldwide
  • Audience: Primarily Generation Z
  • Industry impact: B2C
  • Best for: Brand awareness; advertising

When Snapchat came out in 2011, leading the charge in ephemeral content. It introduced content that you could share with your friends and that would expire after 24 hours.

The platform peaked in 2015 and has held strong since then. Many thought the brand would disappear once Instagram introduced Stories, the same feature with a different name. However, Snapchat continues to be popular among young adults.

Pinterest

  • Users: 444 million monthly active users worldwide
  • Audience: Primarily Millennials with a solid audience in Gen Z, Gen X and Baby Boomers
  • Industry impact: B2C
  • Best for: Visual advertising; inspiration

Think of Pinterest like a visual storyboard that allows users to get inspiration for everything from fashion to home decor.

85% of Pinners say Pinterest is where they go to start a new project. In addition, 80% of weekly Pinners say they’ve discovered a new brand or product on the platform. So, not only is it a great discovery tool but it’s also a way for brands to build their narrative through visual stories.

Clubhouse

  • Users: 10 million weekly active users worldwide
  • Audience: Primarily Millennials
  • Industry impact: B2B and B2C
  • Best for: Visual advertising; inspiration

Clubhouse made a strong impression as soon as it entered the social media world in 2020. The audio-only platform allows people to start interesting conversations with followers as well as strangers and build community.

The platform also gained some buzz for its invitation-only set up when it was in beta testing. Today, the platform is open to everyone globally and on both IOS and Android devices. Another big selling point to this platform is that it works well for both B2B and B2C businesses and leverages audio, which has made a huge comeback in recent years.

SEO/SEM

SEO Settings in WordPress website:

· Set site visibility to increase SEO. 

· Change permalinks or slugs on a blog.

· Change permalinks or slugs on a web page.

· Insert blog headings to blog using keywords.

· Format an SEO friendly blog heading.

· Add internal links to a blog.

· Add categories and tags to a blog.

· Add Alt Text to images.

· Navigate website analytics.

SEO Options in Squarespace:


And don’t forget about FAQs

Blogs & Website

Blog is a virtual journal and an informational website for small businesses.  Latest posts appear at the top. You need only a Google account to Create a Free Business Page with Blogger

E-Mail Campaign

You can Build an Amazing Marketing Campaign using Mailchimp

The goal is to create a customized email for a business marketing campaign using the free version of Mailchimp. 

The following steps are required:

  • Create a Mailchimp account.
  • Set your audience.
  • Create an email campaign.
  • Design and edit your email campaign
  • Finish your email campaign design.
  • Send your email campaign.
Import your contacts from csv files and add subscribers. Design and edit using the block design editor: copy text from the desktop, Highlight the text in the editor, delete it and paste the content.

CRM/PM Platfrom

You can manage your customer relationship by using the free HubSpot CRM platfrom. You need to create a Hubspot account and follow a quick demo. It will bring you to the main dashboard.

The key step is to create and manage contacts. You can create new users, one at a time, or create multiple users at once. Stick to default permission options and send invites. You can add a contact owner, leave a note and create a task based on the note. You should see the contact on the sales pipeline. It is important to design a marketing e-mail to expand the company brand and inform customers and subscribers about new and existing products and services that may need. Ads menu allows you to see which ads are turning visitors into customers. 

You can create sales opportunity dashboards, as shown above. This is important for sales managers, sales reps and operations.

References

[1] https://analytics.google.com/analytics/web/provision/#/provision
[4] https://www.shopify.com
[5] https://g.co/kgs/274YRL
[6] https://www.bynder.com/en/blog/top-5-digital-asset-management-user-adoption-metrics/
[7] https://www.qualtrics.com/uk/experience-management/customer/customer-lifetime-value
[10] https://www.shiftcomm.com/insights/how-to-use-a-regression-analysis-for-marketing-purposes/
[11] https://contentmarketinginstitute.com/what-is-content-marketing/


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