In the previous article, we talked about how to build an effective MarTech stack. Continuing from where we left, this article will bring you a list of essential characteristics of MarTech tools that must be a part of your MarTech Stack.

The primary consideration for useful MarTech tools is automating the most time-consuming and repetitive tasks related to marketing. The result is more time for the marketing team to focus on its creative and strategic side. However, there are many other factors that you must consider before you choose your tools. Let’s start with analyzing these characteristics.

Omnichannel Capabilities

The advent of the printing press was probably the most critical event that enabled mass marketing techniques. Whether in the form of advertisements or direct-response mail-order campaigns, the printing press allows marketers to convey their message to a broad spectrum of audiences beyond geographic constraints. However, until the rise of the internet and then social media, there were always a limited number of marketing channels.
Today’s customers use a plethora of channels to connect to businesses and make their purchases. That is why a critical requirement for a helpful marketing tool today is to seamlessly utilize all possible channels, including web, mobile, and social media, for marketing initiatives.

Integrations & Extensibility

Another aspect of a helpful toolset is how easy it to ensure seamless information exchange between the tools. You need to be able to integrate different marketing tools into your existing workflow. These capabilities will let you make sure every step of your marketing process is streamlined and automated to maximize your ROI.
Integration is critical for marketing automation. Marketing automation takes a holistic view of the customer’s entire journey, from engaging prospects to acquiring and retaining customers. If your MarTech stack doesn’t respond comprehensively to this holistic view, you will not be able to take complete advantage of your investment.
Extensibility is the ability of software to be extended with new features without modifying the source code. When a marketing tool is extensible, it provides numerous benefits to the marketers. They can add new features and functionality to the software and customize the workflow to their marketing processes. It also makes the software more comfortable to use and more efficient. These benefits add up to a more helpful tool for your needs and help you succeed with your marketing efforts.

Feedback & Insights

One of the essential tools that every marketer should be utilizing is feedback. The best marketers are constantly listening to their customers and refining their strategies and tactics based on their feedback. Without feedback, it can be difficult to properly serve your customers and determine what works and what doesn’t.
Getting the customers to provide their feedback is not straightforward. There are many ways you can seek feedback, including surveys, ratings, and reviews; each is effective in different situations. That’s why the tools in your marketing technologies stack should support multiple, intelligent ways of capturing the feedback.


Customers today expect information that is highly relevant to them. Mass marketing tools of yesterday were generic. They tried to repeat the same, generic message to everyone. The advent of the internet changed it. Social media further accentuated the trend away from a one-size-fits-all approach towards marketing. The advanced tools and technology allow for personalized targeting to create a better connection with customers.
Personalization is a marketing strategy that allows companies to show the right message to the right person at the right time. The practice involves gathering and analyzing customers’ data to deliver a customized experience when interacting with your brand.
Personalization benefits give marketers a strategic advantage: they can use this data to take action at the right time, whether by encouraging the purchase or mitigating churn. If your toolset doesn’t allow you to personalize your campaign and marketing strategy, you are already at a disadvantage.

Automation Capabilities

When it comes to digital transformation, automation capabilities are one of the most crucial pillars. Marketing tools are no exception. Automation tools should allow you to remove bottlenecks and manually repetitive tasks, freeing up resources for more productive activities. An example of a work that is ripe for automation in marketing software is generating email newsletters. If your marketing team relies on employees or freelancers to create these emails by hand, then you’re missing out on substantial productivity gains.
To generate the same number of emails with less manual input, marketers need access to technology to make this process seamless through template editing and coding, content aggregation, and broadcast.
The automation not only boosts your internal operational efficiencies but also elevates the customer experience. Through automation, you can weed out your processes’ inefficiencies, thereby improving the speed and reducing the costs of service delivery. These improvements help you lower customer acquisition costs.

To Sum Up

Martech is evolving rapidly, and this evolution can be attributed to the different types of tools available for marketing professionals. As technology advances, marketers will need new ways to measure the effectiveness of their efforts. And as more people enter into marketing roles, they need to have access to these new technologies to do their jobs better.
Selecting the right MarTech tools for your company can be difficult. It’s hard to know which ones are worth investing in and which ones will fall by the wayside with so many choices. The five characteristics we described in this article will provide you with high-level criteria that you should check before selecting any MarTech tool for your stack. The next article in this series will discuss a few essential tools to give you a competitive edge. Meanwhile, feel free to reach out to us if you need any consultation on building your MarTech stack.


Feature Image: Photo by on Unsplash

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