As Australian SMEs look to grow, many ask us “What *is* a marketing technology stack?” Simply put, it’s the collection of tools your marketing team uses to run campaigns, analyse results, and ultimately, attract and retain customers. Think of it like a builder’s toolkit – you wouldn’t try to build a house with just a hammer, and you shouldn’t try to run effective marketing without the right combination of technologies.

It’s easy to get overwhelmed. There are thousands of options available, but a good stack isn’t about having *every* tool, it’s about having the *right* tools working together. Your stack should be built around your specific business goals and the channels you’re focusing on. A local bakery’s stack will look very different to an online fashion retailer’s, for example.

Here are a few key things we see successful SMEs consider when building their stack:

• Customer Relationship Management (CRM): This is often the centrepiece. A CRM like HubSpot or Zoho CRM helps you manage customer data, track interactions, and personalise your marketing efforts. It’s about knowing your customers and building relationships.
• Email Marketing Platform: Essential for nurturing leads and communicating with your audience. Platforms like Mailchimp or Campaign Monitor allow you to create targeted email campaigns and automate follow-ups.
• Social Media Management Tools: Scheduling posts, monitoring brand mentions, and analysing performance across platforms like Facebook, Instagram, and LinkedIn. Tools like Hootsuite or Buffer can save your team valuable time.
• Analytics Platform: You need to understand what’s working and what isn’t. Google Analytics remains a powerful (and free) option for website tracking, while dedicated marketing analytics platforms offer deeper insights.

Don’t fall into the trap of buying tools and *then* figuring out a strategy. Start with your marketing objectives – what do you want to achieve? Then, research tools that will help you reach those goals. Integration is also crucial. Ensure your tools can ‘talk’ to each other to avoid data silos and streamline workflows. We anticipate that seamless integration will become even more important as AI-powered tools become more prevalent in 2026 and beyond.

Building a marketing technology stack isn’t a one-time task. It’s an ongoing process of evaluation and optimisation. Start small, focus on core needs, and scale as your business grows. If you’re unsure where to begin, a marketing audit can help identify gaps and opportunities in your current setup.