Become great at optimizing your marketing tech stack

Make all your marketing tools play together to make more money

Get a unified view of your customer journey, and track full ROI of your marketing. Learn to evaluate, eliminate, and integrate the tools that will drive growth for your business.

Online course

By Dan McGaw,

CEO & Founder @ McGaw.io

Course length: 8h 30min

English subtitles Certificate included

This course was archived.

Note: Since this course was recorded, we have significantly improved our production standards.

Please refer to our course catalog to access the list of courses to earn certificates.

With the right set of tools, you can finally get the marketing results you’re aiming for

What’s a marketing tech stack?

Marketing tech enables you to piece together different useful tools to track the full customer journey while measuring the ROI of your marketing efforts.

Your “martech” stack might include marketing automation software, tools for analytics and data piping, a CRM, support and live chat systems, community forums, prospecting tools, and more.

Course overview

It’s nearly impossible for most businesses to build the right stack from the beginning – unless you get expert help

With dozens of competing tools to choose from in each of these areas — and the teeth-gritting, time-wasting frustration of integrating multiple platforms using code or APIs —

During this 8-class course, marketing expert Dan McGaw will show you how to evaluate, eliminate, and integrate the tools that will drive growth for your business.

You will learn exactly how to:

Choose and set up the right tools — No more throwing away your monthly marketing budget on forgotten or useless subscriptions
Build a taxonomy guide to scale your business — Imagine the confusion you’ll sidestep by helping all your team members use the same words for the same concepts
Integrate tools to build a holistic marketing machine — Stop exporting and importing data from one platform to the next
Set up segment.com to put your customer data to work — Use your existing data to create a better customer experience that drives higher revenue
Track lead and engagement scoring to identify hot leads — Instead of guessing who might be ready to sign up or buy
Get shit done without engineering — No coding required
Convert more customers using your tools — Set your stack up once and watch it do the heavy lifting for you

What effective marketing tech stack will enable you to do

Confidently pick the right tools for your business

There are so many tools on the market right now (7000+), it can be hard to even choose an email provider. Using Dan’s quick product evaluation matrix, you can be sure you’re committing to the right platforms.

Build an integration plan & make your tools talk to each other

Every marketing tech stack requires integration. Getting the planning right is the most critical part of creating a successful stack, which is why this course includes templates to guide you through the planning process.

Discover the keys to seamless integration

Truly reliable tool integration happens two ways. First, give your engineers a structured integration plan to head off any development delays. Second, hack together the tools you need (with zero coding skills required).

Earn a raise or promotion for upgrading your analytics & operations skills

Marketing technologists are some of the highest-paid marketers. During this course, you’ll learn the fundamentals of marketing operations and how to set up your analytics tools for useful data — making you a much more valuable team member.

Improve your sales & marketing conversion rates

Once your new tool stack is up and running, you’ll be able to automate processes you’ve always done manually. You’ll run tests across multiple channels, platforms, and audiences (and your analytics alone will tell you exactly what is or isn’t working). With all of these processes operational, you’ll see conversion lifts in every area of your sales and marketing.

This course is right for you if …

You’ve explored some marketing tools, but haven’t decided which will yield the best value
You’ve begun to collect data from various tools, but need to fit all the pieces together
You’re interested in learning more about marketing automation, analytics, CRMs, data piping, support systems, live chat system, forms, & prospecting tools
You have a general understanding of marketing automation & integration, basic Google Analytics reporting skills and some technical know-how (or Zapier experience)

This course is probably not for you if…

You can’t stand looking at numbers, graphs, or data, and you’d rather just trust your gut
You’re not currently working with any sort of marketing tech or tool
You’re looking to learn about advertising or content marketing tools
You want to dive deep into technical integration using Google Tag Manager or code

Skills you should have:

A general understanding of marketing automation.
Basic reporting skills using Google Analytics.
A basic understanding of how to integrate tools.
Some technical know-how and Zapier experience.

Skills you will master

Analysis and reportingMarketing automationMarketing toolsMartechTech stack

Carlos Alberto Reyes Ramos

Conversion Optimizer, Guatemala

The course was incredible. I enjoyed how practical and relevant it is. We’re currently using tons of his knowledge where I’m working in order to automate our tasks. Dan gave us an amazing foundation.

About the expert

Dan McGaw

CEO & Founder @ McGaw.io

Dan is a seasoned veteran of the growth marketing and analytics space. His expertise lies in helping businesses extract and interpret the right data to grow their revenue exponentially.

He’s the founder and CMO of Effin Amazing, an analytics and marketing stack agency specialized in using data and analytics tools to increase mid- and bottom-funnel conversion rates. He’s also the CEO and Founder of McGaw.io, a martech, and analytics agency.

In just 8 sessions, you’ll be able to:

Select & integrate the right tools for your stack — Feed your business more complete, useful insights
Choose analytics tools that will work for your brand — Learn to differentiate between similar platforms’ features, and pick the one(s) that will help grow your business
Bring a detailed implementation plan to your team — Win everyone over, even your engineers
Selectively analyze your data to make informed business decisions that improve conversions — Run the reports that matter, and tune out the noise
Automate your marketing and lead-gen systems — So your revenue grows accordingly
Build a data taxonomy guide and analytics spec to keep your data structure accurate — No more mislabeled data. No more tool sprawl. No more team members having different ideas about what to call a customer.

Get a lesson preview

Your full course curriculum:

Optimizing your marketing tech stack

1 What is a Martech Stack and how does it solve my marketing problems?

Contrary to common practice, a marketing tech stack is more than just the motley collection of tools you’ve been using to run campaigns. This class will cover: How to think about your stack, and the types of tools it should contain — You might just be …

2 Choose the right tools for your stack

With over 7000+ tools to choose from, the selection process can be confusing or overwhelming. Dan’s step-by-step approach will help you evaluate and choose the best marketing and business intelligence tools for your needs. Here’s what Class 2 will incl …

3 Integrating the stack

Everything in your marketing technology stack needs to be integrated with your site, product, and other business tools. Get it right by knowing the shortcuts, longcuts, and pro secrets. We’ll go through: What the integration process for different tools …

4 Building your stack taxonomy

From automating marketing and sales processes to helping you obtain reliable, meaningful intel, your tech stack should power your business for the better. But if nobody knows how things are named or where to find information, you’ve got no chance getti …

5 Data driven analytics

With the right analytics setup, your data can tell you a ton about your customers. Whether you want to understand demographics, firmographics (organizational insights), or simply know more about how people behave, it all starts with the correct analyti …

6 Capture emails and generate more leads

No matter your line of business, capturing emails should be one of your highest priorities. This class will show you tools and tricks to generate more leads with richer context. We’ll answer questions like: What are some of the main providers to help y …

7 Automating your marketing

Automation is eating the world — and businesses that don’t use will get eaten too. Learn the main players in the marketing space and how you should go about choosing an automation tool for your business. Dan will also reveal easy, effective marketing a …

8 Relationship management with CRMs

The line between marketing automation and customer relationship management (CRM) tools is becoming blurred. That said, there are still “worth it” CRM tools that enable you to better manage your customer relationships. If you have a sales organization, …

This online course comes with a certificate to prove completion

Completing this training earns you a CXL certificate of completion you can add to your Linkedin profile.

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Learn how to build your marketing tech stack: FAQ

Who is this course for?

This course is right for you if:

You’ve explored some marketing tools, but haven’t decided which will yield the best value
You’ve begun to collect data from various tools, but need to fit all the pieces together
You’re interested in learning more about marketing automation, analytics, CRMs, data piping, support systems, live chat system, forms, & prospecting tools
You have a general understanding of marketing automation & integration, basic Google Analytics reporting skills and some technical know-how (or Zapier experience)

Some careers that will especially benefit from this course are digital marketing manager, web developer, ecommerce manager, or data analyst.

What will you learn?

After taking this course, you will:

Select & integrate the right tools for your stack.
Choose analytics tools that will work for your brand.
Bring a detailed implementation plan to your team.
Selectively analyze your data to make informed business decisions that improve conversions.
Automate your marketing and lead-gen systems.
Build a data taxonomy guide and analytics spec to keep your data structure accurate.

What does the course include?

Our Martech Stack training includes 9 lessons, 23 downloadable resources, 8h 30min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Martech Stack Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 8h 30min long.