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How to build the right Martech stack for your clients

Homepage of travel service website with site analytics and contact form

Just seven years ago, 47% of U.S. marketers ranked creativity as the #1 factor for driving marketing strategy. Sorry Don Draper, but eCommerce has flipped that script. By 2022, 56% of marketers say technology and creativity will play equal roles in driving their strategy; and 30% rank technology first.

Marketing technology, aka “Martech,” is the largest slice of today’s marketing budgets (29% on average according to Gartner). With nearly 7,000 businesses offering Martech solutions, deciding which tools will drive your client’s marketing strategy is critical to success.

But first, what is a Martech stack and why does it matter?

Simply put, a Martech stack is a collection of technologies that marketers use to carry out their marketing strategy. Choosing the right tools and organizing them into a logical flow can actually multiply the value of each individual tool.

As website designers, developers and marketers, you can help clients make the right Martech decisions and stack those tools in an integrated solution that enables them to execute, analyze and improve their marketing strategy.

The right Martech stack can help them achieve new levels of effectiveness by improving staff collaboration, measuring the impact of marketing activities, driving more efficient marketing spend and reaching customers in new ways.

The 3 types of Martech tools that belong in your client’s stack

While there’s no one-size-fits-all Martech stack for businesses, the necessary tools fall into three key general categories:

· Tools to drive traffic

· Tools to engage visitors

· Tools to analyze and optimize

Those tools will vary greatly from client to client, but industry experts point out they represent the foundational technologies for Martech stacks in most B2C and B2B businesses.

Tools to drive traffic

Driving traffic to client websites is essential for conversions. So it follows that effective marketing automation has to drive traffic to boost sales, get bookings or generate the right leads. That’s easier said than done: in a global study, 61% of marketers rated generating quality traffic and lead conversion as their biggest challenges. You can’t get more conversions without plenty of traffic, and that’s why it’s important to use tools designed for reaching your client’s target audience.

1. Google Ads: Google search, video and display ads

If your client is looking to drive the right kind of traffic to its site, go directly to Google’s search, video, and display ads. Given its spectacular reach (more than 246 million visitors) and traffic (3.5 billion daily interactions), it’s been said there’s no such thing as an unsuccessful Google Ads campaign. Still, Google Ads will help your clients analyze and refine their ads to reach even more people and help hit their marketing goals.

2. Sprout Social: streamlined social media management

Currently, 54% of social media users research products on social sites. However, 85% of business owners aren’t sure which social media tools to use to reach them. Sprout Social lets your client manage their social media strategy from one place. They can schedule posts at the best times, streamline their publishing processes, and turn social data into key insights to drive traffic and better connect with their audience.

3. SEO tools: Ahrefs, SEMrush, Moz, Conductor

Improved SEO helps boost a site’s visibility on search engines, which is essential to reaching more potential customers. Content is a key ingredient. When your client’s site has engaging content that’s aligned with best SEO practices, it’s more likely to attract the targeted audience. With these tools, you can drive organic traffic to your client sites:

Ahrefs is a set of SEO tools that help websites increase their search traffic, conduct detailed research on their business competitors and monitor trends in their specific market.

SEMrush is a content platform that lets your clients quickly track the online performance of their articles, blog posts and other content, and it helps them create editorial plans featuring SEO-friendly content.

Moz offers tools to help your clients discover the best keywords for their site, improve their content and link building and access in-depth research to build SEO visibility.

Conductor Searchlight is a content intelligence platform that produces insights into customer intent along their purchase journey that lead to engaging content, increased site traffic and better marketing ROI.

4. Criteo: personalized ad retargeting

Only 4% of website visitors actually make a purchase, which is why retargeting the other 96% is so widely done. Trouble is, many people find retargeted ads annoying. Criteo used its own AI-based technology to create retargeted ads with a difference—they’re hyper-personalized based on visitor preferences and shopping behavior. They even feature designs and CTAs optimized for each visitor, and are delivered to them when the visitor is most likely to convert. That means retargeted visitors aren’t getting irritated by receiving the same ad over and over; instead, they’re receiving unique dynamically personalized ads that have a greater chance of conversion.

5. Demandbase: personalized online advertising

Account-based marketing, aka key account marketing, is skyrocketing in popularity: 92% of B2B marketers rate it “extremely” or “very” important. Demandbase, a B2B ad targeting and personalization platform, is an ABM specialist. It can help your clients deliver personalized ads to the right people at specific companies across the web. To turn viewers into customers, the platform can be used to sharpen targeting based on data such as industry, revenue, customer status and products purchased.

Tools to engage customers

Once your client’s website is drawing crowds of visitors, how do you keep them there so you can convert them into paying customers? That’s tougher today than ever, because online consumers are well-versed in the ways of eCommerce and have become demanding, impatient and harder to please. Studies show websites have 15 seconds to capture their visitors’ attention before they flit off to a competitor’s site. This next set of tools can help you better engage today’s e-shoppers.

1. Ascend by Wix: all-in-one business solution

To streamline and tightly integrate their operations, many marketing leaders are moving away from multiple individual tools and plug-ins and onto comprehensive website platforms. Ascend by Wix is an all-in-one business platform used by thousands of business owners worldwide to connect with customers, automate their operations and grow their businesses.

For example, Ascend allows your clients to manage customer interactions from one place, where they can capture leads, build relationships, take payments and more. There are built-in marketing tools to promote their business including: advanced SEO, email marketing, social posts and video production. A comprehensive platform like Ascend can improve teamwork, communication, data sharing and more to boost efficiency and drive traffic.

2. HubSpot: marketing automation

HubSpot is an inbound marketing and sales tool that allows your client to handle social media marketing, content management, website analytics, SEO and more. It includes marketing software to help increase traffic, get more conversions and run marketing campaigns that scale. It also offers sales software that provides detailed insights into prospects and customer service software to drive deeper connections with customers. It’s a comprehensive, low-cost (in some cases free) platform that’s especially popular with small businesses. You can add HubSpot to your Wix websites straight from the App Market.

3. Clearbit: customer data enrichment

On average, 98% of a website’s traffic is anonymous, so how can you follow up? Enter Clearbit Reveal, which uses visitors’ IP addresses to identify the visitor’s company, industry, location and more. That data can be used to determine which campaigns drive the highest-value traffic and what content attracts your ideal customer. Reveal can also show personalized chats to promising visitors and alerts your sales team when their accounts visit.

4. Mailchimp: automated email marketing

Email is stronger than ever: 60% of consumers say it’s their preferred way to receive marketing promotions. Tools like Mailchimp can be an effective way to create email marketing campaigns for your client’s business. Some key features include the ability to turn email campaigns into social posts, and segmenting them to target only specific people based on their behaviors.

5. Live chat and chatbots: LiveChat, Wix Chat, Chatbot and Live Chat

A live chat tool allows your client to communicate with visitors 24/7 for customer support, product inquiries and more. It provides a quick response when staff is away and can answer questions faster than phone calls and emails, which customers appreciate.

Wix Chat lets visitors instantly send a message on your client’s site to start a conversation. It allows your clients to send messages from their desktop and on-the-go with the Wix mobile app. Wix Chat also notifies your clients instantly when a new visitor arrives to the site and if someone buys a product or books an appointment.

LiveChat is an online customer service tool with live support, help desk software and web analytics capabilities. Unique greetings and powerful reporting are examples of how this tool can improve customer service and experience on your clients’ site.

ChatBot and LiveChat lets you leverage both live-chat and chatbot technology on your client’s website. This tool enables your client to deliver instant messages around the clock and lets visitors leave contact details for personal inquiries. This tool also allows your client to choose the chatbot, live chat or both.

These chat tools can be integrated into Wix websites straight from the App Market.

6. Marketo: marketing automation

Marketo is a leading marketing automation platform that can help online marketers simplify, streamline and personalize their marketing processes including marketing management and customer engagement. Marketo allows users to create personalized, scalable campaigns, identify top prospects and connect with the right customers. It’s also a powerful social marketing platform that helps with social promotion, sharing and engagement. Founded in 2006, it’s now the fourth most popular product in marketing stacks today (behind Google Analytics, LinkedIn and Twitter).

7. Intercom: customer engagement and lead generation

Intercom is a customer data and messaging platform that can help your clients learn more about their site visitors and communicate with prospective and current customers.

The platform can be used to:

  • Gather customer information for segmentation

  • Use chatbots to help capture and convert leads

  • Send targeted, behavior-driven messages to engage and retain customers

  • And offer self-service support

Intercom’s platform offers more than 100 integrations, which can help simplify martech stack construction.

8. Outreach: sales engagement

Outreach is a sales engagement tool that automates sales and marketing processes with one goal in mind: enable marketers to focus on targeting the best prospects and allow sales reps to create meaningful connections with them. The tool provides marketers targeted methods to move prospects and customers along their purchase paths, and gives sales reps a series of measurable tactics to connect with them. And because both teams use the same system, leads are less likely to get lost or mishandled.

9. Privy: sales engagement

The top 25% of eCommerce websites have an average conversion rate of just 5.3%. That’s a lot of abandoned carts. Privy seeks to increase website conversions and revenue by engaging new visitors with welcome messages and offers, then following up with targeted popups, banners, bars, landing pages, and more. They aim to reduce abandoned carts with these targeted messages and drive repeat visits with automated emails.