In this guide, we’ll cover everything you need to know, including:

• What a martech stack is
• What the key components are
• How it maps to the customer journey
• How it’s changing with AI
• How to build or improve yours

By the end, you’ll have a better idea of what you’ve got, what you might be missing, and where to go next.

What is a martech stack?

A martech stack is the collection of marketing technology a business uses to plan, run, and measure its marketing. Your email platform, your CRM, your analytics tool – that collection of tech is your martech stack. 

According to the State of Martech 2026 report, the martech landscape now includes over 15,000 tools. That’s a lot of options, and a lot of potential for your stack to become more complicated than it needs to be. The challenge for most marketing teams is knowing whether the ones they already have are working together properly.

The importance of a martech stack

Your martech stack is what sits between your marketing ideas and your marketing results. When it’s working well, your data flows freely, your campaigns run without manual intervention, and your team spends less time on admin and more time on strategy.

A well-connected stack gives you a clearer picture of your customers at every stage, from the moment they first discover your brand right through to repeat purchase and retention. That means better targeting, more relevant experiences, and a much stronger understanding of what’s driving results.

When it’s not working well, you end up with gaps in your data and a customer experience that feels inconsistent, which is why getting it right matters.

What are the key components of a martech stack?

Every martech stack looks a little different depending on the size of the business, the channels they use, and the goals they’re working towards. But most stacks are built around a core set of tools that cover the same fundamental needs.

Customer relationship management (CRM)

Your CRM is where your customer data lives. It stores contact information, purchase history, interactions, and anything else that helps you understand who your customers are and where they are in their journey with you.

Email marketing platform

Your email platform is where you build, send, and track email campaigns. It’s one of the most direct ways to reach your audience and, when connected to your CRM and other data sources, one of the most effective.

Marketing automation

Automation tools let you set up campaigns and customer journeys that run in the background, triggered by customer behavior, such as welcome emails, abandoned cart reminders, and re-engagement campaigns.

Analytics and reporting

Your analytics tools tell you what’s working and what isn’t. From website traffic and email open rates to revenue attribution and customer lifetime value (CLV), good reporting is what turns data into better decisions.

Content management system (CMS)

Your CMS is where your website and blog content lives. It’s how you publish and manage the content that attracts, informs, and converts visitors.

Personalization

Personalization tools let you create bespoke customer experiences, whether that’s dynamic content in an email, product recommendations on your website, or targeted messaging based on behavior.

Ads and retargeting

Paid media tools help you reach new audiences and re-engage people who’ve already shown interest in your brand. They work best when connected to your customer data, so your targeting is as accurate as possible.

How does a martech stack work together?

Buying a great tool and then watching it sit in isolation can be frustrating, but a well-connected stack fixes that. Data moves freely between your tools, so no one has to manually export, upload, or piece it together. When your tools are connected, every action feeds the next one:

• When a lapsed customer re-engages via a paid ad, your CRM updates
• When a customer makes a purchase, your automation platform triggers
• When they browse a product page, your personalization tool takes note

Everything talks to everything else, and your marketing becomes more relevant as a result.

The most common way tools connect is through integrations, either native connections built directly between platforms or via Application Programming Interface (APIs) that let different systems share data. Some businesses also use a customer data platform (CDP) to act as a central hub, pulling data from every tool into one place and pushing it back out again so every platform is always working from the same customer profile.

When your stack isn’t connected properly, it shows quickly. You end up with:

• Duplicate contacts
• Inconsistent data
• Campaigns that don’t reflect what a customer has already done
• A team spending more time fixing data problems than running campaigns

More tools don’t mean better marketing. The goal is a stack where everything connects, everyone can see the same customer, and nothing gets lost on the way.

The martech stack and the customer journey

Your martech stack does more than just support your marketing. It maps directly to how your customers move through their journey with your brand. Different tools do different jobs at different stages, and understanding that is what helps you spot where your stack might be letting you down.

Awareness

This is where potential customers first discover you. Your ads, social media, SEO, and content tools are doing the heavy lifting here. The goal is getting in front of the right people at the right moment.

Consideration

Once someone knows you exist, they start weighing up their options. Your CMS, personalization tools, and email platform help you stay relevant during this stage, giving people the information they need to move forward with confidence.

Conversion

Your ecommerce integrations, forms, landing pages, and automation tools are what close the gap between interest and purchase. A well-timed abandoned cart email or a personalized offer can make the difference here.

Retention

Getting a customer is one thing, but keeping them is where the real value is. Your CRM, loyalty platform, and automation tools work together to keep customers engaged, reward repeat purchases, and spot early signs that someone might be drifting.

Advocacy

Happy customers tell other people. Review platforms, referral tools, and social proof integrations help you capture that goodwill and put it to work, turning your best customers into your best marketing asset.

The important thing to remember is that your stack needs to support the full journey, and not just parts of it. Gaps at any stage mean customers slipping through, and that’s where the new blog we mentioned earlier comes in handy.

How the martech stack is changing

The martech landscape has always moved fast. But right now, it’s changing in ways that are reshaping how marketing teams work.

AI is moving from assistant to agent

A year ago, AI in marketing meant content suggestions and subject line recommendations. Now it’s doing a lot more. AI agents can build audience segments from a plain-English description, write and refine campaign content, and show insights from your data, all without you having to log into five different tools to do it. The shift from AI as a helper to AI as a doer is happening quickly, and the stacks that are built to take advantage of it will have a real edge.

MCP is changing how tools connect

Model Context Protocol (MCP) is a relatively new standard that lets AI tools connect directly to your marketing platforms. In practice, that means you can ask questions about your campaign performance, contact data, or customer behavior directly inside tools like ChatGPT, Claude, or Gemini, without switching tabs or logging into your marketing platform. It’s early days, but MCP has the potential to change how marketers interact with their entire stack.

Consolidation is winning over complexity

The days of adding a new point solution for every marketing problem are fading. Marketers are increasingly looking for platforms that do more in one place, reducing the number of integrations to manage, logins to remember, and places where customer data can get lost. 

First-party data is more important than ever

With third-party cookies largely gone and privacy regulations tightening, the data you collect directly from your customers has never been more valuable. The stacks best positioned for the future are the ones built around first-party and zero-party data, such as preference centers, forms, behavioral tracking, and loyalty programs that give customers a reason to share.

How to build your martech stack

Whether you’re starting from scratch or taking stock of what you’ve already got, the process is the same. It starts with seeing what’s working and what isn’t.

Start with your goals

The biggest mistake marketers can make when building a stack is starting with the technology rather than the problem they’re trying to solve. Before you look at any platform, get an idea of what you’re trying to achieve. More subscribers? Better retention? Faster campaign turnaround? Your goals should drive your tool choices, not the other way around.

Audit what you already have

Most marketing teams are sitting on tools they don’t use, tools that duplicate each other, and tools nobody quite knows how to turn off. A quick audit of your current stack – what you have, what it does, what it costs, and whether it connects to everything else – is a useful starting point. You might find you need less than you think.

Prioritize integration over features

A tool with slightly fewer features that connects well with everything else in your stack will almost always outperform a feature-rich tool that sits in isolation. When you’re evaluating anything new, the first question should be how well it plays with what you already have.

Think about your data flow

Follow the data. Where does it come in? Where does it go? Where does it get stuck? A good stack has clean, consistent data moving freely between tools, so your CRM, your email platform, your analytics, and your personalization tools are all working from the same customer picture.

Don’t overbuild

There’s always a temptation to add more. A new AI tool here, a specialist platform there. But every tool you add is another integration to manage, another login to remember, and another place your data can get lost. Build for what you need now, which also gives you room to grow.

Review it regularly

Your stack should change as your business changes. What worked two years ago might not be the right fit today. A regular review, even just once a year, helps you stay on top of what’s earning its place and what’s quietly adding cost without adding value.

Examples of martech stacks

Every stack looks different, but here’s a simple example of what a typical ecommerce brand might be working with:

In Dotdigital’s case, a lot of these layers live in one platform, which means less time managing integrations and more time using your data. But whether you’re using one platform or several, the principle is the same. Each layer needs to feed into the next, so your marketing always reflects what your customers are actually doing.

Your martech stack is never really finished

Building a martech stack isn’t a one-time project. It’s something you come back to as your business grows, your goals shift, and new tools worth adding come along. The marketers with the strongest stacks aren’t necessarily the ones with the most tools. They’re the ones who are honest about what’s working, quick to cut what isn’t, and deliberate about how everything connects.

If you’ve read this far, you’re already ahead when it comes to understanding what a martech stack is and how to get the most from it.

The next question is whether your current stack is helping you hit your goals or quietly getting in the way, which is something we dig into in our next blog. Find out how to spot and fix the gaps in your marketing tech stack.

Here’s how to migrate your marketing software in five simple steps.

1: Planning and strategy

Planning is the part of the project that makes everything else go smoothly.

Define your migration goals

Before diving into the technical stuff, it’s best to take a moment to think about why you’re switching. Maybe you’re:

• Looking for better automation
• Trying to cut costs
• Struggling with deliverability
• Need certain integrations that your current platform doesn’t support

Whatever your reasons, writing your goals down gives you a clear direction for the migration, helps you choose the right platform, and makes it easier to prioritize as you go.

Audit your current setup

It’s worth taking stock of everything you’re working with before you start moving things across. 

Here’s what to cover:

• Email lists and segmentation: Note down all your active email lists, how you’ve segmented them (by persona, engagement, purchase history, etc.), and any tags you’re using

• Assets: Pull together all your templates, reusable content blocks, landing pages, and sign-up forms

• Mapping automations: Document all your active workflows, such as onboarding sequences, nurture campaigns, and re-engagement workflows. Note the triggers, logic, timing, and steps involved in each. Screenshots or flowcharts can be really handy here

• Key metrics and data: Work out which performance data (conversion rates, engagement scores, pipeline data, list growth) you’ll need to benchmark against after the migration

• Integrations: List every tool connected to your current platform, like your CRM, ecommerce platform, analytics software, or any customer data platforms (CDPs). Understanding how these connections work will make setting things up in your new platform much easier

Select your new marketing platform

Now that your goals are defined and your current setup audited, it’s time to find the right platform for you. Here are a few things worth considering:

• Features: Look for segmentation, automation, testing, and reporting tools that match your needs

• Ease of use: The interface should be easy to use for your whole team

• Pricing: The pricing structure should fit your budget and grow with you as your needs change

• Growth: The platform should be able to keep up as your business and contact lists grow

• Support: Look for options like email, phone, chat, and even a dedicated Customer Success Manager. Check reviews to see what others say about their support experience, too

• Integration capabilities: The new platform should connect easily with your existing tools, like your CRM or ecommerce platform. If possible, ask for a demo or trial before committing

Set your timeline

A platform migration is a big undertaking, so having a practical timeline can be the best way to stay on track throughout the process. It’s worth breaking down the tasks from your audit, assigning them to the right people, and setting clear milestones along the way.

For example, your marketing manager might own the overall strategy, your platform specialist can handle rebuilding templates, and your IT team can take care of any technical changes like domain name system (DNS) updates. Regular check-ins help keep everyone on track and the project moving forward.

2: Pre-migration tasks

With your plan in place, it’s time to get your data and systems ready for the move. These steps are worth taking your time on; they’ll save you a lot of hassle later.

Clean your data

Good data hygiene makes for a much smoother migration. So, before exporting your contacts, review and remove things like:

• Duplicate or invalid records
• Contacts who’ve been inactive for 6-12+ months
• Anyone who’s opted out or withdrawn consent
• Outdated or incomplete contact details

Back up everything

Before you make the move, make sure everything is backed up. Once you leave your old platform, getting back in to get your data isn’t always straightforward.

• Contact lists: Export all your contacts, including any custom fields, how they’re segmented, when they opted in, and how engaged they are

• Opt-out records: Export anyone who’s withdrawn consent or opted out. This is important for staying compliant

• Templates and assets: Save the files for all your key templates and reusable content

• Automation logic: Take screenshots or create diagrams that show the structure and rules of your workflows

• Performance reports: Export past campaign data, contact growth stats, and any other reports you might need for future reference or benchmarking

Keep stakeholders in the loop

Keeping all the relevant people in the loop about the migration process and timelines lets everyone know what’s changing and when. That includes:

• Your marketing colleagues
• The sales team
• Your IT team
• Your customer support team 

Good communication helps avoid surprises and keeps everything running smoothly.

Set up your new platform

Get the basics set up in your new platform before the migration begins, including:

• Setting up your account profile
• Adding your team members with the right permissions
• Filling in any company information the platform needs

Spend some time getting familiar with the dashboard and how everything is laid out.

Plan for IP warming (if applicable)

If you’re using a dedicated IP address in your new platform (rather than sharing one with other senders), you’ll need to warm it up first. This means gradually increasing your sending volume over a few weeks to build a good reputation with internet service providers (ISPs).

A good place to start is by sending to your most engaged contacts first. Most platforms will give you specific guidance and schedules for this, so follow their recommendations closely to avoid any surprises.

3: The migration process

All that planning pays off here. It’s time to start moving your data and rebuilding everything in your new platform. Take it one step at a time, and you’ll be up and running before you know it.

Import your contacts

Start by uploading your contact lists into your new platform. Take care to map your custom fields correctly so you don’t lose any valuable data. Import your opt-out records first to see if the platform can handle this, so you don’t accidentally send to contacts who shouldn’t be contacted. Once everything’s uploaded, double-check your contact counts to make sure nothing’s gone missing.

Recreate your assets

Now it’s time to rebuild the things your contacts see and interact with:

• Templates: Use your new platform’s editor to recreate your key templates. Rebuilding from scratch rather than importing old files gives you better compatibility and a chance to improve them while you’re at it.

• Sign-up forms: Recreate your sign-up forms and replace the old ones on your website and landing pages. Test them to check if new contacts are being added to your lists correctly

• Landing pages: If your old platform hosted any landing pages, rebuild them in your new platform or your website’s content management system (CMS)

Rebuild your automations and workflows

Your audit notes come in handy here. Use them to recreate your automated workflows in the new platform, paying close attention to triggers, delays, and any conditional logic so nothing gets lost in the move. A thorough test before anything goes live will give you peace of mind that everything is working as it should.

Set up your integrations

With your data and assets in place, it’s time to reconnect your new platform to the rest of your tech stack. This usually means setting up connections to your CRM, ecommerce platform, CMS, analytics tools, and any other relevant software.

Most platforms provide integration guides to help with this. Once everything is connected, test that your data is syncing correctly across all your tools.

Configure your authentication settings

This is more of a technical step, but an important one. Depending on your new platform, you may need to update your domain name system (DNS) records to confirm your platform has permission to send on your behalf. This can involve setting up sender policy framework (SPF), domain keys identified mail (DKIM), and domain-based message authentication, reporting & conformance (DMARC) records.

Your new platform will give you the exact values you need. Bear in mind these records can take up to 48 hours to update across the internet, though it’s often much faster.

4: Post-migration

The hard work is done, but you’re not quite finished yet. This next step is all about testing, keeping an eye on things, finalizing the move, and getting your team ready.

Test everything

Before you start relying on your new platform, it’s a good idea to take the time to check everything is working as expected, including:

• Run through your key workflows from start to finish to check that the logic, timing, and content are all correct
• Test all your forms and entry points to check new contacts are being captured correctly
• Check that data is flowing correctly through all your integrations
• Get a small group of internal users to test the platform and flag anything that doesn’t look right

Run your IP warming plan (if applicable)

If you set up an IP warming plan in the pre-migration phase, then now’s the time to put it into action. This is an important step because rushing your sending volume too soon can hurt your reputation with internet service providers (ISPs) and can impact your deliverability. Start with your most engaged contacts in small batches and gradually increase the volume following the schedule you created.

See how things are performing

The first few weeks after migration are important because this is when issues are most likely to appear. Keep a close eye on your key metrics, including:

• Data accuracy: Check that contact records, custom fields, and segmentation are all correct

• Engagement: Track how your contacts are interacting with your content compared to before

• Workflow performance: See if your automated workflows are firing correctly and delivering the right results

• Integration health: Keep an eye on whether data is syncing correctly across all your connected tools

Compare these numbers to your benchmarks from your old platform. If anything looks off, reach out to your new platform’s support team straight away.

Don’t switch off your old platform just yet

For a week or two after the migration, keep your old platform active as a backup. This gives you a safety net in case anything unexpected comes up. Run all your activities from the new platform during this time. Contacts getting duplicate communications or data falling out of sync is the last thing you want.

Only cancel your old platform when you’re confident that everything is working as it should on the new one, such as:

• Your data and assets have all moved across correctly
• Your integrations are up and running
• Your performance looks stable
• Your IP warming is complete (if that was relevant for you)

Get all your backups in place before you make the final call.

Get your team up to speed

Once everything is live, get everyone who’ll be using the new platform up to speed and feeling confident with it. Point them towards any help documentation, or set up training sessions with the platform vendor if they offer them. The sooner your team feels confident, the sooner you’ll start getting the most out of your new platform.

Before you start comparing platforms

If you’re still weighing up which platform to move to, here’s something that might help. G2 has ranked Dotdigital as a leader across 13 categories, based entirely on reviews from marketers who use it every day.

Here’s what those marketers consistently value most:

• Cross-channel marketing: Reach your customers across email, SMS, WhatsApp, and social media, all from one platform

• Personalization: Create dynamic content that adapts to individual customer behaviors, so every interaction feels relevant

• Reporting and insights: Get a clear picture of how your campaigns are performing and use that data to make better decisions

• Room to grow: Whether you’re a growing business or an established enterprise, Dotdigital is built to keep up with you

• People-first support: From onboarding to ongoing strategy, you’ll have access to a team of marketing experts, deliverability specialists, and customer success managers

Wherever you end up, the same advice applies

Switching platforms can feel like a race against the clock, especially when you’re excited about what’s waiting for you on the other side. But taking shortcuts here can lead to things like lost data, broken workflows, and a lot of unnecessary headaches.

Take the time to work through each step, test everything, and bring your team along with you. A well-planned migration sets you and your team up for long-term success, and the effort you put in now will show in your results.