In this post, I’ll focus on the Marketing Technology (MarTech) stack for B2B tech / SaaS companies — which tools I think you absolutely need and what can you do without.
I used to have a multi-million-dollar marketing budget. More than 250k of that was spent on MarTech tools.
When I left a large B2B growth-stage startup last year to be the sole marketeer at a small B2B Tel-Aviv startup, I knew I’d have to beg, borrow and steal to get marketing done.
Gone are the 15k webinars.
Gone is the >$150k a month spend on digital ads.
Gone are the 60k MarTech platforms for everything from marketing automation, to attribution, to sales dev engagement, to ABM.
My former boss once commented that, “Fara never met a marketing tool she didn’t like.” I was a MarTech addict.
But, what i discovered this year in MarTech rehab is that you can actually do many of the same campaigns, and certainly meet many of the same marketing objectives, with a much smaller budget (and a lot of elbow grease, which i will explain).
Here’s the chart of the tools I used to have, and what I have replaced them with (plus what i kept). Below the chart, I’ll go through each one and help you decide if you need the $40,000 Birkin bag, or if you can be just as fabulous in the $140 Longchamp.
