Key Takeaways
- Start with business goals, not tool features.
- Audit your current stack before adding anything new.
- Negotiate and test before you commit.
Earlier this year, I started working with a financial services client looking to significantly scale their digital acquisition. They rather proudly shared their marketing setup. They had tools for email marketing, tools for CRM, tools for social scheduling, tools for analytics…you name it, they had it. On paper, it looked impressive. But when I dug deeper as part of my project kick-off audit, I noticed there seemed to be quite a bit of overlap on many fronts. They were paying for multiple tools that did similar things, while still struggling with gaps in customer insights.
Read More: If He Fails, The World Will End.
This issue isn’t unique to just this company, though. I’ve seen it again and again. Businesses get caught up in “stack envy”, where tools are added to the martech stack not because they work together with what already exists or solve actual problems, but because they sound good in a pitch deck. If you find yourself toeing this line, here’s how to avoid falling into the
How to Choose the Right Marketing Technology Tools
1. Start with Your Goals, Not the Tool
Your goals should dictate the marketing tools you get, not the other way around. Buying tools because they’re trendy is like buying gym equipment before deciding if you actually want to do cardio or strength training. Before you even look at software demos, ask:
- What are we really trying to achieve?
- Do we want to acquire more leads, improve conversion, retain customers, or all of the above?
2. Map What You Already Have
Here’s where most businesses miss it. They don’t properly analyse their current tools to identify whether there is a real need. To avoid this mistake, a few things can help:
- List every tool your team uses.
- Write down what function it serves.
- Check for overlaps (e.g., two CRMs being used by different departments).
- Identify gaps (e.g., no tool for customer feedback or social listening).
This exercise can lead to quite a few surprises. Sometimes, the tool you need is already there, you just aren’t using it to full capacity.
3. Ask the Right Questions Before You Buy
When evaluating new marketing tools, don’t just focus on features. Ask these crucial questions to avoid shiny-object syndrome:
- Will this work well with what we already use (integration)?
- Will it still serve us when we double in size (scalability)?
- Will my team actually use it, or will it collect dust (adoption)?
- How responsive is the vendor when things go wrong (support)?
4. Test Before You Commit
Most vendors offer trials or pilot programs. In fact, if it’s not offered by default, ask for it. Give the tool to the people who’ll actually use it daily, not just management. If it slows them down or breaks the existing systems, then it’s not the right fit. No matter how great the sales pitch sounded, never commit to a tool that breaks more than it fixes.
5. Negotiation Is Part of the Process
Too many companies forget this, yet software pricing should not be accepted at face value. In fact, vendors expect negotiation, especially when you’re buying multiple seats or longer contracts. You’d be surprised how often vendors agree when you simply ask. Some negotiation areas include:
- Discounts for annual billing.
- Flexibility to scale up or down.
- Added support or onboarding services.
6. Think Long-Term
Your marketing tech stack isn’t just for today, it’s for the business you’re evolving into. Choose tools that can grow with you, so you’re not constantly ripping and replacing.
Conclusion
The right marketing tech stack doesn’t come from having the “most tools.” It comes from having the right mix of tools that actually work together to meet your goals. In many cases, these tools don’t come cheap, so it’s crucial to drive efficiency by ensuring there are no overlaps that end up wasting money or opportunities. Ultimately, the tech stack should serve your marketing strategy and not the other way around.
Need a reminder for when you need to add a tool to your marketing technology stack? Be sure to save the handy checklist below.
