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There’s a wealth of software and tools available for businesses to simplify marketing, so much so that implementing too many tools begins to complicate processes. This is where a growth stack comes in.
What is a growth stack?
According to Hubspot, a growth stack is an interconnected set of tools that work together to achieve a specific result. The stack helps convert traffic with the right forms, contact insights and analytics to drive growth.
The stack combines three tools together: 1) CRM, 2) sales and 3) marketing. This focuses your marketing and communications efforts, so you don’t have to manage multiple, disjointed tools.
What’s in it for you?
Implementing a growth stack addresses some of the pain points sales and marketing professionals encounter daily, such as:
- An incomplete stack e.g. sales and CRM work well but marketing has numerous tools
- Sales and marketing teams aren’t aligned
- Product creep is overcomplicating the stack
- Sales and marketing are slow
A growth stack will unify tools used and as the name suggests, drive growth. Research has shown businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads (Annuitas Group).
As more businesses adopt an account-based marketing (ABM) strategy, a growth stack is integral to deliver personalised, contextual content and convert leads.
Building a growth stack
Depending on whether your business provides products and services to B2B or B2C, the type of technology you will use will differ and therefore how you build a growth stack.
However, the main components that are necessary in both markets are:
- Content Management System (CMS)
- Email automation
- Social media
- Customer Relationship Management (CRM)
- Search Engine Optimisation (SEO)
- Analytics
Other components might be appropriate for your business but the main thing to consider is that a successful growth stack will be one that is structured to meet your needs and objectives.
Sud Kumar
Marketing Director
