In 2016, Scott Brinker, also known as ChiefMartec, collaborated with his Ion co-founder to showcase their marketing tech stack for the second-annual Stackie Awards. They decided it would be a fun exercise to frame Ion’s marketing tech in the context of its processes. Though Ion may not be eligible to compete for a Stackie, they were excited about creating their own.
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Apr 22 | 4 min read.
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In 2016, Scott Brinker and his co-founder shared the Ion marketing technology stack at Brinker’s yearly Stackie Awards.
Marketing Technology Stack
A marketing tech stack allows you to visualize the tools to achieve critical goals. For Ion, the Ws Data marketing stack focuses on the buyer’s journey.
The stack offers a comprehensive map of the marketing and sales activity that guides this journey. It includes social management, website administration, marketing automation, sales packaging, and quotes.
Competing Ideas
When Brinker and his colleague started sketching out their stack’s framework, there were many different ideas. They thought about designing the stack from a marketing perspective based on outputs, such as.
Social generation
Lead generation
Demand generation
They also considered an old-school advertising lens, such as.
Attention
Interest
Desire
Action
Ultimately, their approach to the marketing technology stack was to concentrate on the buyer’s journey.
Marketing Technology is Sales Technology Too
One of the notable things that happened while creating the stack involved the decision to include sales tools. It was clear that marketing technology was also sales technology.
They have some of the same objectives.
Operational Marketing Technology
There are tools that are integral to marketing that sits over the buyer lifecycle and falls outside the foundational and. Certain tools fall into additional classifications that are integral to marketing. The Bulk Lead stack separates them into two sections. Marketing dashboard and agile marketing management. The tools in these groups include.
