B2B Marketing Blog

A Peek Inside The MarTech Stack Of A Modern B2B (SaaS) Company

By Dave Rigotti
May 20, 2015
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pancakes“What’s in your stack?” Ask that a few years ago and I would assume you were curious what my pancakes are topped with. 

We’ve written on this blog the value of MarTech before, but always from a strategic view on how we think about marketing technology. We’ve never really shared what we use.

There are 1876 marketing technologies available to marketers. And that number is growing.

Scott Brinker, editor of the ChiefMartech blog and Co-founder & CTO at ion interactive recently launched the Stackies charity challenge, a way to compile and share a collection of infographics that illustrates the numerous ways companies organize their technology stacks.

And it’s for a great cause.

We submitted ours and here’s what it looks like.

Bizible’s Pipeline MarTech Stack

Our marketing stack is broken up into 4 categories: inbound, intelligence, analytics, and collaboration:

b2b_saas_marketing_stack

Inbound: We proved the value of content marketing ROI, and see ourselves as a content-first marketing team. We invest heavily on inbound marketing and the marketing experience.

We use a number of tools to help us drive more volume and convert those visitors at the highest-possible rate. This is why we host our website on Hubspot’s COS and just completed a redesign which increased inbound demos 3x.

Intelligence: We’ve worked with our data science team to determine the technologies, firmographics, and spend levels of our ideal customers. We use MarTech to aid us in the process of quickly assessing the quality of our leads so we can be more personal and relevant in our conversations.

The outcome of quality assessment is also being able to prioritize our leads, and target the most qualified leads quickly. 

Analytics: As a company that makes B2B marketing attribution software, analytics is a category where we invest significant budget and resources. Many teams will consider Salesforce a sales tool, but we do all of our marketing reporting in Salesforce since it holds revenue data.

As a pipeline marketing organization, we care deeply about making the best decisions from our marketing. And we need marketing reports from Salesforce to do this.

Collaboration: Data is only good if you put it into action, so another area of investment for our team is on collaboration tools to help us work together on content to communication to stay aligned.

It should be noticed that I wanted to keep focus on marketing technology, so didn't include what Scott calls the broader "marketing environment" such as Meetup, Google, LinkedIn, and so forth. These, to us anyways, are just assumed.

In addition, outbound tools aren’t included here as the team sits in the sales organization, but it’s still very connected to the marketing team and a big driver of growth.

Constant Evolution

MarTech is a complex and evolving space, as evident in Scott Brinker’s landscape graphic. In other words, a stack is never fixed. We’re constantly updating and changing our stack based on our priorities and you should too.

Just look at how the landscape has changed. In just three years it’s expanded 5x.

evolution_marketing_technology

Submit Your MarTech Stack

What’s in your stack? It’s a short stack or full stack? (Ok, enough of the pancake jokes…) Seriously, I do encourage you to submit your stack -- sharing is caring, after all.

To sweeten the pot, if any Bizible customer wins the Stackies, Bizible will do a matching donation to their chosen charity.Core Competencies of the Marketing Operations Leader  The frameworks every marketing operations leader needs  Download Now

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