Martech
What is MarTech?
MarTech, short for marketing technology, refers to the digital tools and platforms marketers use to plan, execute, measure, and optimize their campaigns and customer engagement strategies. The MarTech landscape has exploded over the last decade. According to Scott Brinker’s MarTech Map 2025, there are over 15,000 tools across categories like email marketing, automation, analytics, content management, CRM, social media, and more. Today, successful marketing teams rely on MarTech not just for content management, but for personalization, marketing automation, customer journey orchestration, and AI-driven real-time customer insights.
However, as the MarTech landscape expands, many organizations face growing complexity and inefficiency from managing too many disconnected tools. Consolidating MarTech within a single platform helps reduce that complexity, streamline workflows, and provide unified control over content and channels.
What are the key technologies in a MarTech stack?
A typical MarTech stack includes tools that support the entire marketing lifecycle, from planning and content creation to execution, measurement, and optimization.
These may include:
- Content Management System (CMS)
- Email marketing and marketing automation
- Customer Data Platforms (CDP)
- Customer Relationship Management (CRM)
- Personalization capabilities
- Analytics and Customer journey mapping
- AI insights
- SEO and SEM platforms
- Social media and campaign management
- Conversion optimization
- Lead scoring
Modern digital experience platforms (DXP), like Xperience by Kentico, integrate many of these capabilities into a single platform to reduce complexity and improve efficiency. This integration also supports consolidation, centralizing marketing activities, reducing the need for multiple software licenses, and lowering maintenance and contract management overhead. A unified UI, UX, and code standard ensure easier adoption and fewer training requirements for marketing teams.
Why is MarTech important for modern digital marketing teams?
Today’s marketing is data-driven, personalized, and omnichannel. MarTech gives digital marketing teams the tools they need to:
- Automate campaigns and customer journeys
- Personalize experiences at scale
- Track and analyze performance in real-time
- Work independently of developers
- Deliver faster and more efficiently
Without MarTech, teams are not competitive as they are not able to keep pace with rising customer expectations and increasing digital complexity. Consolidated MarTech within one DXP multiplies these benefits, it saves time, improves collaboration, and reduces friction between teams. Marketers gain efficiency by not switching between multiple applications, while IT teams benefit from reduced integration and security overhead.
"Marketing teams risk losing control of their brand, message, and customer experience, spread across multiple products, and often cannot achieve a holistic view of their customer data and content investments. Consolidating into a single DXP is the clear solution to these challenges.”
How does martech support personalization and customer experience?
The right martech stack enables brands to deliver the right content to the right audience at the right time, across every channel.
It supports:
- Behavioral tracking across websites, emails, and digital campaigns
- Monitoring of customer journeys and conversion optimization between journey stages
- Personalized content delivery based on customer actions or attributes
- Automated workflows that respond to real-time triggers (e.g., abandoned cart, specific page or selected page set visit)
This creates seamless, tailored customer experiences that build trust and improve conversion rates. When combined with centralized content hub, personalization becomes even more powerful. A centralized Content Hub allows reuse of structured content across websites, landing pages, emails, and apps; ensuring consistent messaging and faster updates across all digital touchpoints.
What are common challenges when using disconnected martech tools?
When marketing tools are spread across multiple platforms, teams often face:
- Slower time to market: due to switching between systems
- Integration overhead: time and cost of connecting, and especially maintaining, tools separately
- Increased security risk: every integrated tool introduces its own vulnerabilities, credentials, and APIs. A disconnected stack is only as secure as its weakest component
- Data silos: inconsistent or incomplete customer profiles
- Limited visibility; fragmented reporting and attribution
- Reliance on developers; for syncing content, contacts, and workflows.
Integrated vs. best-of-breed MarTech: what’s the difference?
Best-of-breed MarTech stacks consist of individual tools selected for specific tasks (e.g., email platform, analytics tool). While flexible, they require complex integrations and ongoing maintenance.
Integrated MarTech, on the other hand, brings core marketing tools into one platform, like email marketing, marketing automation, personalization, and customer journeys, natively connected to content and data. Integrated MarTech reduces cost, increases speed, and ensures better collaboration between marketing and content teams, all with a single source of truth.
Consolidation is a natural result of an integrated approach. Instead of managing multiple vendors and contracts, organizations benefit from one subscription plan, one support team, and a consistent user experience. This simplicity translates into real savings and faster marketing execution.
What role does MarTech play in a DXP?
In a Digital Experience Platform (DXP), MarTech is essential for turning static content into dynamic, personalized, and automated customer journeys.
It enables teams to:
- Automate campaigns based on customer behavior
- Personalize website and email experiences
- Measure and optimize experiences across channels
Without embedded MarTech, a DXP becomes a content delivery system only, rather than a true engine for engagement and growth. - When MarTech capabilities are consolidated inside a DXP, marketing teams gain a holistic view of their content and customers.
What are the benefits of having marketing tools built into a DXP?
With built-in MarTech, organizations benefit from:
- Unified UI — helps marketers onboard quickly and deliver results faster
- Faster campaign delivery — no need for custom integrations
- Lower cost of ownership — fewer tools, fewer vendors
- Simplified maintenance and support — one platform to manage
- Platforms like Xperience by Kentico empower marketers to work more independently and deliver better results — without the friction of disconnected tools.
- Consolidation brings additional benefits: centralized reusable content, consistent UI and UX, reduced vulnerabilities, and measurable cost savings.
- By eliminating redundant systems and licenses, organizations achieve both higher efficiency and better governance.
How does martech enable multichannel and omnichannel marketing?
Modern martech platforms allow marketers to orchestrate consistent experiences across:
- Corporate websites
- Customer or partner portals
- Microsites and landing pages
- Emails and newsletters
- Social media
- Mobile apps
With customer data, content, and marketing automation connected in one system, teams can create seamless cross-channel journeys with relevant content, triggered and targeted campaigns, and unified messaging at every touchpoint.
Consolidating martech into a single DXP simplifies multichannel orchestration. A unified content repository, Content Hub, ensures that updates and new campaigns instantly propagate across all channels, saving time and guaranteeing brand consistency.
Martech in Numbers
According to Gartner’s 2024 Marketing Technology Survey, 63% of CMOs plan to consolidate their MarTech stack by 2026 to improve ROI and streamline operations. Consolidation has become one of the top three investment priorities for enterprise marketing leaders.
Frequently Asked Questions.
It is the collection of software and platforms that marketers use to plan, run, measure, and optimize campaigns and customer engagement.
