How to Build Your Marketing Tech Stack for Climate
Choosing the right marketing tech will make your marketing more impactful
A marketing stack, also known as a marketing technology stack or MarTech stack, is a group of software applications that companies combine to manage and improve their marketing.
Why is choosing the right tech stack important for your climate tech company?
While building the “perfect” stack is aspirational or impossible, it makes sense to ask why you need these tools:
Easier to scale your marketing outreach
More efficient operations on an all-in-one ecosystem reduce the potential of silos
Share data and collaborate effectively across your marketing, sales, creative, and executive teams
Offer your audiences rich, personalized experiences
Want to learn more? Join our webinar on ‘Defining your Marketing Tech Stack’ on Thursday, 9/30, at 10 am PDT / 1 pm EDT.
It’s no wonder why founders, climate tech CEOs, and marketers have difficulty picking the right marketing tech stack for their company. And that’s partly due to the sheer volume and variety of solutions on the market. There are more than 8,000 MarTech vendors alone!
While the average large enterprise has up to 120 tools in its MarTech stack, according to research by Wildfire, 36% of marketers interviewed by the same study also think that it’s urgent to use fewer tools for their marketing activities.
So as an early- or growth-stage climate tech company, how do you decide which ones to implement first?
Here’s how we at Alder typically guide our climate tech clients on how to think about their marketing tech stack:
Start with your business and marketing goals
As with all marketing, start strategically. Think about your business goals, how marketing supports them, and how you want to measure your marketing impact and ROI.
Are you a B2B business with a complex, long-drawn-out sales cycle, and your focus is winning large customers like utilities? Are you in B2C and want to reach consumers quickly? Both scenarios will require different setups. Be clear about what you’re trying to accomplish, and then select tools to best achieve your goals based on your success metrics.
However, there’s a 90% chance that you’ll want to think of the following six tools to cover your basics:
1. A CRM
A CRM is your ‘source of truth’ for all the data you hold about your customers and leads. It’s worth putting this in early as it will make your life easier further down the road. It’s where you track when and how you first interacted with a lead, your sales activities, when you sent them proposals, when they became a customer, etc. It also forms the basis for any email marketing as it holds the email addresses of your contacts and can register unsubscribes.
2. Your website
Your website can do many things for you, but the very least is that it’s an “online brochure” where people go to check you out – so it should provide the key information they’re looking for.
Make sure you use a CMS (content management system) and backend that is SEO optimized and has analytics built into it (see 3. below). It is easily editable so that you can make quick changes yourself. WordPress has many templates that come with an easy-to-use front-end editor, and Webflow seems to be making ground thanks to its visual front-end editor.
3. Google Analytics for tracking
Do you want to know what’s going on within your website? How many people are visiting, where are they coming from, what are they looking at, where are they dropping off? Google Analytics can give you those answers and much more. You can set up custom reports and alerts, too. And it has a great knowledge base and free resources to teach yourself how it works.
4. Social media scheduling and reporting
It’s debatable how much actual selling you will do through social media in climate tech. But, social media serves as a channel for building your brand, signaling trust, and engaging with your audiences.
Your social channels should be set up (!), on-brand, and look professional. For climate tech, we typically recommend being active on LinkedIn and Twitter. LinkedIn for B2B and Twitter for engaging with investors and industry thought leaders and journalists. To demonstrate credibility, you should aim to build up followers (aim for at least 500 on each network). And you do this by posting and engaging regularly.
5. Email marketing tool
Alongside social media, email is still a great way to directly engage your target audience and keep your customers and leads up to date. Choose a tool that syncs with your CRM or a CRM that has email functionality built into it, like HubSpot. Mailchimp is also a favorite, and FloDesk makes beautiful email newsletters. Check who regularly opens, reads, and clicks your emails – it might be a hot lead worth engaging with.
6. To bring it all together: A data layer & process documentation
Ideally, you want to have a single view of what’s happening across your marketing channels, track reach and engagement, and learn what works and what doesn’t. So you need a data layer across your tech stack. Some CRMs have that function (HubSpot Marketing Professional pulls in website stats, social engagement, email marketing, etc.), or you might want to explore creating a dashboard in Google Data Studio that pulls in your key metrics.
Finally, if you’re building your team or getting external help, you might want to document your marketing processes so that others can easily pick up and do the work. Trello is an excellent tool for this.
These are the six basic tools we recommend having in place. But there are tons more that we can’t go into too much detail here, so we’ve listed them and linked where to find more info.
Optional & more advanced marketing tech stack tools
Check out these tools to further refine your marketing tech stack:
Sales tools are just another pandora’s box, like marketing tech, so we’re linking a helpful article here. Favorites are LinkedIn Sales Navigator, hunter.io for finding emails, outreach.io for sales automation, and IP lookup services like Lead Forensics or alternatives
Defining the right tech stack is essential because it makes your marketing more impactful. As marketers, the choice we face can be overwhelming, so start with the basics and always be guided by your business and marketing goals.
Want to learn more from climate tech marketing leaders? Bring your questions and join our webinar on ‘Defining your Marketing Tech Stack’ on Thursday, 9/30, at 10 am PDT / 1 pm EDT.