Have you heard the phrase — Jack of all trades and master of none? Well, half of it is true for a full-stack marketer. While he is a jack of all trades, he may also be a master.
The term full-stack is borrowed from the tech world, where it refers to developers who can work on both the front-end and back-end of applications. Similarly, a full-stack marketer handles all aspects of marketing — from content creation and project management to analytics, SEO, and everything in between. A full-stack marketer brings both versatility and expertise to various aspects of marketing. He can wear multiple hats, making it cost-effective for smaller organizations and startups that cannot afford to hire multiple specialists at once.
What Does a Full-Stack Marketer Do?
A full-stack marketer is a marketing professional with a diverse set of skills to manage a broad spectrum of marketing functions. From strategy development and execution to follow-ups, a full-stack marketer can handle everything seamlessly.
Here are the key characteristics of a full-stack marketer:
Diverse skill set:
Full-stack marketers are proficient in various marketing disciplines such as digital marketing, content creation, SEO, social media, data analysis, and more. This broad knowledge enables them to understand and integrate different marketing strategies effectively.
Technical proficiency:
Full-stack marketers are adept at using different martech tools in your ecosystem. They can efficiently switch between CRMs, marketing automation platforms, sales enablement tools, analytics tools, and more. With such expansive technical knowledge, they can implement and optimize campaigns with precision.
Strategic thinking:
These marketers are not only technically skilled but also possess the strategic mindset needed to design comprehensive marketing plans aligned with overall business objectives.
Adaptability:
The marketing landscape is constantly evolving. Full-stack marketers are proactive in adopting new tools, techniques, and approaches to stay ahead.
Modern-day full-stack marketers are game-changers because they know how to navigate the vast martech landscape within an organization. Let’s explore the martech tools that matter most to experienced full-stack marketers today.
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Martech That Matters Most to Full-Stack Marketers
A full-stack marketer needs a well-rounded martech stack, including tools for CRM, email marketing, and social media management. Below is a breakdown of recommended tools for a full-stack marketer:
CRM and Customer Data
HubSpot:
An all-in-one CRM platform offering marketing automation, sales tools, customer service, and CMS. Its user-friendly interface makes it ideal for startups and SMBs.
Salesforce:
An enterprise-level CRM tool that supports complex workflows, deep customization, and AI integration. Best suited for mid-sized and large organizations with intricate sales processes.
Analytics and Reporting
Google Analytics:
A go-to tool for digital marketers that helps track website traffic and user behavior. It plays an essential role in measuring digital performance, conversions, and bounce rates.
Adobe Analytics:
Ideal for large enterprises needing deep segmentation and predictive analytics. It offers real-time data insights and robust customer tracking.
Email Marketing
Mailchimp:
One of the most popular email automation platforms, Mailchimp is ideal for small to medium-sized businesses. It features a simple interface and is cost-effective for smaller teams.
GetResponse:
A step up from Mailchimp, this platform offers enhanced automation features, including webinar hosting and landing page creation.
Social Media Management
Hootsuite:
Managing multiple social accounts can be overwhelming—Hootsuite makes it easier by enabling scheduling and posting across several social networks.
Sprout Social:
A more advanced platform than Hootsuite, Sprout Social is designed for large enterprises. It offers superior analytics and deeper CRM integration, making it a favorite for data-driven marketers.
Marketing Automation
Marketo:
An enterprise-grade marketing automation platform that simplifies lead management, email campaign design, and account-based marketing (ABM).
Zapier:
A workflow automation tool that connects various apps. Even non-technical users can integrate different platforms using Zapier with ease.
Wrapping Up
For a full-stack marketer, staying updated with the latest martech tools is essential. However, they must also be discerning when choosing the right tools, ensuring they align with the company’s needs. Before investing in a new tool, a full-stack marketer should consider factors such as budget, integration capabilities, and overall utility.
At the end of the day, they’re the ones responsible for ensuring coordination between various martech tools—so they need to play it smart.
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