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What’s Digital Marketing Got to Do with It? Part Two - What’s a Stackie?

Last month, I kicked off a blog series titled, “What’s Digital Marketing Got to Do with It?” to highlight the vast resources available to digital marketers. I started down the path to try and understand if the number of tools (14) we are using was low, high or somewhere in between compared to other companies. Since then, I found a great resource in the Chief Marketing Technologist Blog by Scott Brinker. The self-stated premise of the blog is that “marketing has become a technology-powered discipline, and therefore marketing organizations must infuse technical capabilities into their DNA.” The blog is full of good posts on marketing and technology but the part that really intrigued me was “The Stackies.”

The Stackies is a competition within the MarTech Conference where organizations submit a “single slide that illustrates their marketing stack.” They go on to describe a marketing stack as a “collection of marketing tools and technologies that they use to make marketing magic in a digital world.” This is exactly what I was looking for. In 2016, it turns out that they had 41 entries, all of which were published online.

I read through the entire deck and really started to geek out. Here are a few of my observations and insights that I pulled:

  • 14 (the number of tools that we use) tools is not too high. In fact, 14 is actually low compared to the other stacks presented. The average is around 20 tools, with a couple down in the 10-15 range.
  • Google AdWords and Google Analytics are part of most stacks.
  • The top five tools across the stacks are:
    • Optimizely - a/b testing
    • Datanyze - technographics
    • Salesforce - suite of sales/CRM tools
    • Moz - SEO software
    • Hubspot - CRM and marketing tools
  • Attribution, as a topic, is probably the biggest gap amongst the stacks. Glad we’re not the only ones still trying to figure this out.
  • The categories (marketing funnel) by which companies organize their stacks is as varied as the stacks themselves.
  • There are even more tools in the marketing technology landscape than I realized.

With all of that said, I am more excited than ever to work on optimizing our stack for both efficiency and spend. And I am equally excited to present that work at next year’s Stackies!

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