How to Build a Marketing Tech Stack

Build a marketing tech stack that works. Explore top CRM, analytics, automation, and funnel tools to optimise your marketing efforts.

Building a marketing tech stack sounds futuristic. And honestly, it kind of is. Your stack is the backbone of your marketing engine. It’s the collection of tools that help your marketing team attract, convert, and retain customers more efficiently.

But here’s the thing: you already have one. Whether it’s a CRM, an email tool, or analytics software, your current tools form the foundation of your martech stack. The real question is, are they working together to drive growth in your marketing campaigns?

In this guide, we’ll break down how to build a smart, streamlined marketing tech stack that saves time, reduces guesswork, and boosts your results for both your marketing team and overall operations.

Key Takeaways:

• A marketing tech stack is your complete system of digital tools that power your marketing operations.
• The right stack helps your marketing team automate, analyse, and scale campaigns with less effort.
• Choosing tools that integrate well (like HubSpot, ActiveCampaign, or Convertri) ensures smooth workflows and better ROI for your marketing operations.

Transform your marketing workflow. Build a powerful tech stack without the headaches using Convertri.

What is a marketing technology stack?

A technology stack, also called a solutions stack, infrastructure, or ecosystem, is a list of all the technology services used to build and run a whole business, or just one aspect. A sales funnel stack then, is the collection of software you use to build, automate and run your sales funnels.

If you’ve ever played Magic: The Gathering or Pokémon, you’ll know how important it is to have the right cards in your stack. Tech stacks are the same: you start out with some likely contenders, then build, tweak, and modify your loadout as you gain more experience.

Why a good martech stack matters in 2026

Marketing technology has exploded, with extensive tools now available. The right stack keeps you focused on insights and automation instead of manual work.

Here’s why it matters:

• Data integration: Unify customer data across channels
• Efficiency: Automate repetitive marketing and sales tasks
• Personalisation: Deliver targeted experiences at scale
• Growth: Identify what’s driving conversions and scale fast

In 2026, a modern martech stack isn’t optional. But it’s how top-performing teams stay competitive.

Ready to scale smarter? Get Convertri and build the tech stack that works for you.

Core components of building a martech stack

Here’s a breakdown of the general marketing stack categories you’ll need, as well as the best marketing tools you’ll find.

Customer relationship management (CRM)

Good customer relationship management software helps you track where each customer is throughout your marketing pipeline and lets you send them the perfect message for each stage of their journey.

You want your CRM to not only help you take a client or customer from prospect to close but also help you retain and upsell customers, build on existing relationships, and analyse data over a period of time.

Salesforce

This is one of the most widely used cloud-powered CRM tools, suitable for small businesses as well as multinational corporations. You can integrate customer data from different sources, streamline your email messaging, add social, phone and chat support, and connect to many leading platforms.

Monday.com

This is a really easy-to-use tool that presents complex customer information in an intuitive way. With a ton of project management capabilities as well, this is the platform for you if you love having one platform for multiple tasks.

Hubspot CRM

This cloud-based tool lets you manage your sales pipeline and respond to customer support issues, which makes it perfect for small businesses and startups which manage things like courses or memberships.

Email automation

Whether you’re sending short courses, newsletters, or affiliate offers, email marketing is a must for any business. A good email platform will let you integrate with all the other tools you use, schedule email campaigns easily, and help you grow with analytics tools and reports.

Mailchimp

Mailchimp has made its name in the sales field as a marketing essential. With a user-friendly interface, this platform has all the bells and whistles you need to set up a successful campaign, manage your list, and see the results.

ActiveCampaign

Combines powerful automation, CRM functionality, and audience segmentation. Excellent for behaviour-based workflows and personalised customer journeys.

Aweber

This is an email marketing service provider with over 100,000 small business clients worldwide. Aweber helps marketers keep in touch with subscribers while upholding email marketing best practices. It’s cheap and cheerful for those who are just starting out, with the ability to upgrade to enough functionality to stay with you as you grow.

GetResponse

With a host of advanced tools, GetResponse is a solid choice for an email marketing service. It lets you design newsletters, manage and build a list, and work with many of the most popular tools out there. It has a free trial available too, so you can try it out before you subscribe.

Meetings and webinars

Everyone’s working from home in 2026, and this means our attention is on social tools that help us get work done while staying in touch—but they’re also great for demos, consultation calls, discovery meetings, and more.

Calendly

This free tool lets you set up your availability and allows others to book meetings with you regardless of region or time zone. It securely integrates the times with the calendar you already use and will update your schedule in whatever CRM you have. 

Zoom

Zoom is the top meeting software, offering an intuitive platform for webinars, online meetings, and conference calls. It also facilitates file and screen sharing, with a free version available for meetings up to 40 minutes.

GoToWebinar

For a more advanced webinar set-up, look no further than GoToWebinar. It offers quick and easy online event management, with polls, chat, sharing, data on attendees and performance, analytics and automatic confirmations and reminders.

Outsourcing

You can’t do everything yourself – even with the best marketing tech stack in the world. These tools will help you keep a tab on your freelancers while making it a breeze to work with them.

Slack

A renowned collaboration software, this allows you to create teams and organise them by topic, project, and more. You can integrate Slack with your CRM, start video calls and share files. It’s great to organise all your workers in one place.

Upwork

This is one of the most popular online marketplaces for freelance workers, and with good reason. Many small businesses and startups get work done with the help of Upwork. It’s a place to make great relationships and find great talent – but make sure you vet each prospect wisely.

Project management

We’ve already mentioned Monday.com, which is a great multitasker which helps you manage your customers as well as your workload. Here are a couple more project management tools to help boost your productivity (and get rid of those sticky notes).

Workfront

Workfront gives your team – no matter what size – a central hub to manage workflows, create content, collaborate on projects, and share ideas across projects and time zones. 

Trello

Trello is a simple, web-based tool that uses a Kanban-style approach to help teams manage projects. It allows them to prioritise and list projects by due date, monitor progress, and assign tasks to individual team members.

ClickUp

This powerful project management platform streamlines workflows. It allows you to assign, set deadlines, and track progress, making it ideal for managing both in-house and freelance teams due to its flexibility. For seamless communication and tracking, ClickUp also integrates with tools like Google Drive and HubSpot.

Website and sales funnel builders

The meat and potatoes of marketing strategy is a good sales funnel. After all, what’s the point of your CRM, your email autoresponder, your webinars and your Facebook ads if not to move customers through the sales process? Use these tools to create the perfect environment for your prospects to find out more about what you offer.

Convertri

Of course, we’re not going to neglect this opportunity for a little self-promotion. Convertri lets you create high-converting sales funnels and websites, from one central platform that integrates with all your favourite tools. Create landing pages and grow your list, sell digital products or real-world purchases from your physical inventory, create your portfolio, and more.

WordPress

With that kind of pedigree, why wouldn’t you want it? WordPress helps you make simple sites and engaging blogs, and – yes – integrates with the rest of your tech stack to make life easier. (There’s also a Convertri plugin!)

Shopify

If you have a storefront, you’ll have heard of Shopify. It’s a great way to deliver what you offer, all in an easy-to-use interface that helps you get up and running. Perfect for smaller organisations and individuals, Shopify can also power bigger organisations, so it can grow with you every step of the way. Pair it with Convertri for a powerful landing-page-to-checkout sales machine.

Analytics and Data Tracking

Understanding your performance is key to scaling. These analytics tools help you measure marketing ROI, audience behavior, and campaign success in real time.

Google Analytics 4 (GA4)

The latest generation of Google Analytics offers event-based tracking, AI-driven insights, and cross-platform measurement. It helps you understand how users interact across websites and apps—giving a clearer view of your customer journey and marketing performance.

Hotjar

A visual analytics tool that lets you see what users actually do on your site through heatmaps, session recordings, and feedback polls. Perfect for spotting friction points and improving user experience based on real behavior, not just numbers.

Simplify, automate, and grow. Get Convertri and set up your perfect marketing stack.

How to build a marketing tech stack

Building a marketing tech stack (or martech stack) is all about choosing the right tools to power your digital marketing.

Here’s a guide to building your own marketing tech stack:

Step 1: Identify your marketing goals

Before buying tools, get clear on what you want to achieve.

Ask yourself:

• Do I want to generate more leads?
• Improve conversion rates?
• Automate my marketing process?
• Understand customer behavior better?

Your goals will determine which tools you actually need.

Example: If your main goal is to build high-converting landing pages and automate lead capture, tools like Convertri are essential.

Step 2: Map out your marketing process

Think about the journey your customer takes. Break it down into stages like:

1. Attract (social media, ads, SEO)
2. Engage (landing pages, content, webinars)
3. Convert (email marketing, CRM, automation)
4. Retain (loyalty programs, customer service)

Once you see your process clearly, you can choose tools for each stage.

Step 3: Choose the right tools for each function

Start small. Pick tools that solve your current problems and expand as your business grows.

If you want an easy way to launch fast pages that convert, start with Convertri—it’s one of the best foundations for any marketing tech stack.

Step 4: Integrate everything

A tech stack only works when your tools talk to each other.

Use integrations or automation platforms to 

• Sync leads from Convertri landing pages to your CRM
• Automatically send new sign-ups to your email campaigns

Smooth data flow = less manual work + better insights.

Step 5: Test and optimise

Once your stack is running:

• Track performance metrics regularly
• Remove unused tools that slow you down
• Run A/B tests (especially in Convertri)
• Keep your stack lean and focused on ROI

Remember: a smaller, smarter stack that you actually use is better than dozens of tools collecting dust.

Step 6: Keep evolving

The marketing world changes fast. Review your tech stack every 6–12 months.

Ask:

• Are there new tools that can simplify my workflow?
• Can I replace two tools with one all-in-one solution?
• Is my data still accurate and connected?

Staying adaptable ensures your marketing stack grows with your business.

How to audit your stack

Your martech stack should evolve as your business grows. Conduct regular audits to ensure efficiency.

Audit checklist:

• Are all tools still essential to your goals?
• Are there feature overlaps between platforms?
• Is data flowing smoothly between systems?
• Can any manual task be automated?

Pro Tip: Use dashboards to visualise all your metrics in one place.

Final Words

In 2026, there’s a tech stack for just about every kind of marketing strategy. But only you know how you work, what you want to accomplish, and where you want to be in the future.

The best tech stack is flexible, fits effortlessly into your processes, and helps you improve without too much of a learning curve. But that’s not to say it’s not worth shopping around for a while before you settle down. Invest in some trial and error, and you’ll soon find yourself making more profit.

Transform clicks into customers. Get Convertri now and craft a marketing stack that drives results.