Why (and How) You Need to Know What is in Your Marketing Stack

In this episode, if you get nothing else from it - know what technology your company uses for as many things as you can. Don't rely on your IT consultant or your own IT Team, know your Marketing and Tech stack from top to bottom. Do you know the CRM you use? Do you know how it connects with your own internal backend? Do you know how a lead form submission flows through your internal systems and ends up in a list for email blasts?

If you don't know what systems you have, how they talk, or how they are set up, how can you ever optimize them?

This episode was sponsored by MarTech® West (April 3-5) in San Jose, CA and MarTech® East (September 16-18) takes place in Boston, MA. To save 15% use promo code BIZPODCAST when you register.

Why Knowing Your Marketing Stack Matters and a Checklist

This isn't a full list but should get you started. If you have a big enough team we recommend splitting the task and assigning everyone with different technologies to own. This will spread out the work and knowledge but also make it so they can get their job done while researching and documenting everything.

Domains

Hosting

Email Provider

CDN

Analytics

CRM

CMS

Server

Propietary Systems

Backend Systems

POS

Shipping and Operational

Site Forms

Database(s)

Caching

Tracking Pixels

Live Chat

What is My Site Built with Tools

There are other tools out there to help you look at a competitor's site or your own if you are unsure. From looking at what tracking pixels to the CMS to what server, there are tools and services that can help you figure it out and you don't even have to look at the code.

Wappalyzer

BuiltWith

Wix SuperBowl Stories and Resources

During the episode, Mat brought up the Wix ad from the 2019 SuperBowl. The two articles we referenced are here and will give you some additional insights.

Wix ‘SEO Wiz’ Stars in Big Super Bowl Ad, Fumbles with SEO Community

Wix Promotes SEO in Super Bowl LIII Ad, But Fails with Karlie Kloss Website